Introduction
The Josh McDowell Ministry verbalidentity consists of key messages (what you say) and voice characteristics (how you say them). We have based all of this on the Josh McDowell Ministry brand identity. With the key messaging, we have distilled down numerous concepts to just a few options that you can work with. But the distillation process has led to a handful of key Foundational Messaging Concepts. These can be used in multiple combinations. Think of them as key ingredients that you’ll want to employ in all your messaging but that can be adjusted for context as needed. This will keep your messaging consistent and on-brand, while allowing you the flexibility to come up with new formations and also, as we demonstrate in the About Us example, to use existing copy with only a few modifications.
Key Messaging
Let’s start with the Foundational Messaging Concepts derived from the brand identity and our discussions together:
- Breakthrough moments (your distinctive offering)
- Messages and experiences (how you deliver that offering)
- Clarity, conviction, confidence and connection (your promise)
- Live, support and share your faith (the outcome of your offering and promise)
Put another way, Josh McDowell Ministry provides messages and experiences that lead to breakthrough moments (enlightenment) of:
- Clarity (insight)
- Confidence (emotion)
- Connection (relationships)
As a result, audiences receive: Clarity, conviction, confidence and connection to live, support and share their faith.
Rationale: The cornerstone concept here of “breakthrough moments” relates to the brand essence of “It’s True” without using those terms. You can refer to them as breakthrough messages and moments or breakthrough messages, moments and experiences. But the emphasis on moments helps to better distinguish Josh McDowell Ministry from all other similar ministries. It also gets closest to the watershed experience that led us to the brand essence, Josh’s “It’s True” moment.
In our previous discussion, we moved toward “messages and moments.” But the reason for emphasizing moments is because even as a person encounters the messages, they will still have breakthrough moments when a certain passage or sentence stands out and God uses that to touch the person in a new way. Moments occur whether the person is reading, listening or watching. The key point here is that someone can read or listen to another apologist or preacher but never have that same reaction, that breakthrough moment, that they get from Josh McDowell Ministry. Your messages and experiences matter greatly: They create or lead to the breakthrough moments. That’s why, in copy, it is fine to include messages and experiences (if applicable) along with moments in the same sentence.
But from a brand perspective, here’s why we emphasize moments over messages: Moments are all about what the audience experiences. Messages are about what the organization provides. Great brands are audience centric. You can have a moment of deep emotion and insight. You can’t have a message in the same way. A message can evoke emotion and insight, but that leads us back to the moment that the message created. The more you can orient all you do around the experience for the reader/listener, the stronger the connection you’ll have with them.
Below are various ways to use these Foundational Messaging Concepts. We’ve listed many that are almost the same but with subtle differences to show how you can adjust the content using the key concepts.
The main summary is this:
Josh McDowell Ministry delivers breakthrough moments of clarity, conviction, confidence and connection so you can live, support and share your faith in new ways.
Josh McDowell Ministry delivers breakthrough moments of clarity, conviction, confidence and connection so you can live, support and share your faith in new ways.
Other verbs to consider for use between “Josh McDowell Ministry” and “breakthrough moments” include: fosters, provides, delivers, offers, creates, kindles, ignites, produces, serves, presents, furnishes, releases, supplies, makes, gives, evokes, carries out, promotes, cultivates, encourages, multiplies, furthers, expands, develops, builds, and amplifies.
Even more succinct is this:What does Josh McDowell Ministry do?
- We provide breakthrough moments.
- We deliver breakthrough messages and moments relationally that give you confidence to live, support and share your faith in new ways.
- Josh McDowell Ministry delivers breakthrough moments through clarifying messages and experiences that provide confidence for people to live, support and share their faith.
“What is Josh McDowell Ministry?”
Josh McDowell Ministry is a Christ-centered organization delivering breakthrough moments with messages and experiences that help you confidently live out your faith and strengthen your relationships.- Why should I care about Josh McDowell Ministry? (From a constituent’s or donor’s perspective)
- Because no one else provides the same sense of connection, clarity and confidence to live, support and share your faith through defining moments, new perspectives and life-changing experiences.
- Because they provide biblically based, culturally savvy insights, defining moments and life-changing messages that give me a compelling sense of clarity, conviction, confidence and connection .
What does the About Us page say?
About Us Josh McDowell Ministry delivers breakthrough moments and messages of clarity, conviction, confidence and connection so people seeking meaning and purpose can live, support and share their faith in new ways. Through a combination of live events, podcasts, print and digital resources, we help people understand culture in light of their faith and their faith in light of the culture. This stems from our mission to serve others until the whole world hears about Jesus. Our vision is that true followers of Jesus everywhere live, defend and share their faith because they know that the Christian faith is reliable, relational and relevant to their lives. The Ministry serves students, parents, leaders, churches and virtual movements through the production of innovative events and cutting edge ministry resources in the heart languages of people everywhere. The Ministry’s core values are truth, relationships, fruitfulness, serving others, and innovation and creativity. Josh D. McDowell has been at the forefront of cultural trends and groundbreaking ministry for more than 50 years. He shares the essentials of the Christian faith in everyday language so that people of all ages and stages experience breakthrough moments of deep emotion and insight and are prepared for the life of faith and the work of ministry. This includes meeting the needs of people through leveraging resources based on years of experience, new technologies and strategic partnerships. Josh is passionate about helping people know the truth, understand why they believe it and experience it in their relationships by living out their faith. Thank you for your partnership with Josh McDowell Ministry, a Cru ministry. Finally, here are just a few additional copy concepts to show how you can use the foundational key messaging elements in different ways:- There are moments in life when nothing makes sense. And moments when everything suddenly makes sense. At Josh McDowell Ministry, we take you from the former to the latter.
- We create moments of clarity and insight based on messages of timeless truth presented in compellingly contemporary and relational ways.
- Know what you believe so you can live what you believe . . . and help others do the same.
- Get your head and your heart on the same page.
- Align what you believe with how you live.
- Breakthrough moments and messages that help you get your head and your heart on the same page.
- A moment of clarity can last a lifetime
- Break through to a lifetime of connection (or clarity or confidence or…)
JMM Voice Characteristics
Your voice derives from your personality traits of bold, grounded, engaging, discerning & insightful, understandable, approachable, servant-hearted and empathetic & gracious.
From the personality, we have come up with the following voice characteristics:
Bold, Discerning, Gracious and Enthusiastic.
When you write or speak on behalf of the ministry, you need to consider all of these, not just one or two. They are like an ensemble. They work together and balance each other. For example, if you focused only on Bold and Enthusiastic, you could come across as shrill or insensitive. Gracious and Discerning help offset that in the same way that Bold keeps Gracious from being too meek. Context will dictate which voice characteristic you emphasize in a given situation, but all characteristics should be present to some degree in everything you say and write.
Bold
Bold is always:
Courageous: We are willing to address tough issues as God leads us and speak truth even when it isn’t popular to do so.
Confident: Because we are grounded in Scripture, we are faith-filled as we take risks and speak confidently from God’s truth and our status as His beloved children.
Considerate: We speak boldly, but thoughtfully, bearing witness but encouraging the input of others. We lean in relationally to meet people where they are but we do so bravely, always moving toward them.
Bold is never:
Opinionated: We are slow to speak and quick to listen. We may hold and even express opinions, but everything should be rooted in God’s Word. Our boldness is not brazen or to promote our agenda but rather, God’s glory.
Arrogant: We are servant-hearted and seek to lift up others, not shut them down.
Dogmatic: We speak and write in a nuanced manner aimed at connecting emotionally and creating room for people to hear God’s still, small voice within their own cultures and contexts.
Bold Example 1
Don’t say: Josh McDowell Ministry is a trailblazer, boldly presenting God’s truth in a culture so far from Him. We equip Christians to stand up and bring light to this world without fear or compromising their faith. Learn how to share God’s Word boldly with a world that desperately needs to hear it!
Do say: Truth matters, now more than ever. For over 55 years in countries around the world, Josh McDowell Ministry has provided Christians with surprising biblical and cultural insights so they can share their faith with confidence and clarity in the most difficult of situations.
Rationale: The Don’t statement tells you that Josh McDowell Ministry is bold and uses language that provokes but may not be as considerate as it could be. The Do statement shows the boldness of the ministry and the impact it has had. Phrases such as “has never ceased” can easily become overused, but in moderation assert the momentum of the ministry to boldly proclaim the gospel over time.
Bold Example 2
Don’t say: We know what the church needs. For decades, Josh McDowell Ministry has revealed new biblical and cultural insights so that Christians can defend their faith in this dark world.
Do say: It’s easy to be intimidated in our society and keep your faith to yourself. But we can rely on the hope and truth of Christ. Find out new and surprising ways to live, support and share your faith, no matter your situation. And remember: You are not alone in this.
Rationale: The Don’t statement is bold, but it is separating truth from relationship which is never the posture of Josh McDowell Ministry. The Do statement demonstrates empathy but still presses on with a hopeful yet confident statement to encourage readers to persevere because Josh McDowell Ministry can come alongside them.
Discerning
We speak and write with carefully chosen words to convey truth in the best and most appropriate ways possible.
Discerning is always:
Insightful: Our content is insightful, but even as a voice characteristic, we communicate with we speak and write in ways that reveal God’s truth in new ways to provide breakthrough moments and messages for others.
Clear: We seek to provide clarity in all our communications. Insight that is clear, tangible and actionable leads to life change.
Intentional: We moderate our words and tone based on the needs of the particular audience so that we increase the likelihood of a breakthrough moment because we’ve carefully considered what will connect with and mean the most to that particular audience.
Discerning is never:
Self-congratulatory: Our goal isn’t to show how clever we are but to reveal God’s truth in ways that are useful and transformational to others. We focus on communicating so that others have insights rather than demonstrating our own. It’s not the content, but the content provided in a way people can use it.
Obtuse: We speak and write in a voice that communicates often complex issues in simple ways. We don’t rely on big words or concepts but speak and write simply to communicate with great clarity. Our words are intended for everyone to understand them.
Obvious: Josh McDowell Ministry aims to provide fresh insights that reveal truth in new ways. We avoid figures of speech and cliché, as well as overly familiar expressions.
DISCERNING Example
Don’t say: We see the trends no one else does and have insights that most churches and ministries never grasp. As a result, we can help Christians navigate through cultural challenges because we understand the root issues behind them.
Do say: At Josh McDowell Ministry, through a combination of cultural research and biblical wisdom, we help Christians find practical ways to address important issues and be prepared for others they may not see coming.
Rationale: The Don’t statement talks about insights but doesn’t demonstrate what those are. Plus, it tends to be self-congratulatory rather than solutions oriented. The Do statement, though longer (which normally isn’t optimal) shows the insights and also lets the reader know that the ministry cares and offers practical solutions to address the issues. This message could easily be alarmist but it instead attempts to present a sense of hope and confidence that Josh McDowell Ministry can provide answers.
Gracious
Gracious is always:
Engaging: We strive for moments of enlightenment, both in what we say and in how we say it. We seek to engage people through compelling content, presentation and expressions.
Empathetic: We are relational in our words and actions, always seeking to demonstrate our care and understanding for our audiences.
Appreciative: We respect our audiences and value them. That should come across in everything we say and do and should be delivered in encouraging ways.
Gracious is never:
Dull: There’s an element of gracefulness, as well as graciousness, to our voice that seeks clarity but also delights in a well-chosen set of words or new expressions of an old truth. Just because you’re nice doesn’t mean you can’t be inventive with language.
Weak: We speak the truth in love, not avoiding hard topics because they lead to difficult conversations. We have those difficult conversations but maintain a posture of grace throughout without weakening our stance or speaking in an overly flattering way.
Patronizing: We do not talk down to people.
Phony: Our graciousness is genuine. We say what we mean. We treat people with kindness and respect because they deserve it.
Gracious Example
Don’t say: Thank you for your big-hearted donation to Josh McDowell Ministry. We are so grateful for your sacrificial gift knowing that God will bless you ever so much for your incredible generosity.
Do say: We are so grateful for your partnership with Josh McDowell Ministry. Our desire is to have people all around the world experience breakthrough messages and moments that give them the confidence to live, support and share their faith. Your gift is helping to accomplish this task and is changing lives for Christ. So, thank you for your prayers and support.
Rationale: The Don’t statement is traditional and a bit insipid. The Do statement attempts for a more heartfelt yet gracious response that also includes branded language.
Enthusiastic
Enthusiastic is always:Vibrant: We use fresh expressions filled with life that demonstrate our core conviction that It’s True.
Inspiring: We consciously seek to move people and to achieve breakthrough moments through stories, compelling facts and a spirit of great joy in the Lord.
Caring: It is easy to let one’s enthusiasm be tone deaf to your audience. Therefore, we speak and write in a manner that is enthusiastic for our audience and seeks their best. There’s an invitational element here: We want them to be enthusiastic as well, but we never force that. We earn that by demonstrating that our enthusiasm is grounded in love.
Enthusiastic is never:
Over-the-top: We’re careful to moderate our enthusiasm in how we speak and write so it doesn’t become exaggerated or flamboyant but is always grounded in the genuine joy of what God has done and is doing.
Disingenuous: We never fake our enthusiasm. Instead, it comes from a place of deep belief that what we’re communicating is, in fact, good news.
Inappropriate: We modify our enthusiasm to the context, both situationally and culturally.
Enthusiastic Example
Don’t say: You won’t believe the awesome way that God can completely change every single bad habit in your life and lead you to tremendous victory in Christ every day! Just wait to see the miracles He’s going to do in your life!
Do say: God is sovereign and has the power to change your life. Each day is a new opportunity for you to commit to Him and His plan for your life! How will you engage with our Lord and Savior today?
Rationale: The Don’t statement sounds as if it is written in all caps with an overuse of exclamation points. Moreover, it plays on Christian clichés and hyperbole in its attempt to inspire. The Do statement demonstrates its enthusiasm through syntax (the three questions in a row) and through implied excitement rather than telling people about it. It invites people into the enthusiasm rather than talking at them.
Additional Verbal Identity Tools
Use the brand filter for all content. Use the list of It’s True moment characteristics just when you need inspiration or language for describing breakthrough moments.
Brand Filter
For every decision or piece of content one writes on behalf of Josh McDowell Ministry, ask the following:
“It’s True”:
- What’s true? What’s the insight or enlightening idea here?
- How does this create an “It’s True” or breakthrough moment or message?
- Why does it matter?
- What should the reader/audience do as a result (e.g., what are practical, specific next steps)?
How could this be more personal or relatable?
How could this be more catalytic or lead a person to take a next step?
How is this relevant? To what audiences?
How do we know this is reliable?
- What are the proof points?
- Do we have the research to support this?
Could this be made more clear or compelling?
How does this help people live, support and share their faith?
Does it reflect the voice of Josh McDowell Ministry that is bold, discerning, gracious and enthusiastic?
Final check: Is there any other way to improve this
Characteristics or Ways of Describing Breakthrough Moments
Relational – Josh McDowell Ministry is both personal and relatable and filters everything through a relational lens.
- Personal and applicable
- Some kind of relational connection
- Includes elements of relief, gratitude and hope
Enlightening – Josh McDowell Ministry often surprises, even shocks people with the truth framed in personal and applicable ways they can then absorb and pass on to others.
- Clarification, definition or enlightenment
- A sudden realization or encounter or experience with objective truth about a life-changing topic.
- Counters existing assumptions and supports new premise with facts
- An experience of moving from uncertainty to certainty after understanding what is actually real.
- Transcendent: It transcends both time and prior experience
- Connect the dots
- Being convinced of a truth
- Shed light on an unknown
- A new level of empowerment
- An instant or period of time where reality is understood and motivates action
- Simple to understand and yet profound
- Illuminating to the soul
Catalytic – Not only is Josh McDowell Ministry catalytic in spurring people to action, it is missional and seeks to launch people to mobilize others to share their faith. In this sense it is both catalytic (launching) and directional (intentional with the goal of the Great Commission). This becomes one of the most important attributes because within it are all the “next step” and training-others concepts of taking action after you’ve experienced an It’s True moment.
- Moment: Comes from momentum (catalytic)
- Catalytic experiences from realizing reality
- Breakthrough
- Life change, new trajectory
- For the mountaintop: A mind and soul shift
- Cutting edge into today’s culture
- Entrée or catalyst for next steps
- Defines an action or response
- Clarifying and catalytic
- Compelling: I cannot not act
- You can’t go back: You’re in a new space and time
- Experiences that affirm reality
- It comes out of you: You feel it in your gut
Relevant – By focusing on the root issues and not just cultural symptoms, Josh McDowell Ministry creates resources and experiences that are applicable to people and their contexts here and in countries and cultures around the world.
- Relevant to an individual’s life/situation
- Relevant for today’s families
- Can be experienced
Reliable – Everything Josh McDowell Ministry does is biblically and research-based so that audiences can rely on God’s truth and Josh McDowell Ministry’s presentation of that truth.
- Founded on God’s truth
- Reinforces a previous assumption
- From a trusted source
- Faithful
- True: accurate, exact, in accordance with fact, loyal, faithful and honest
- We follow truth to whatever end it takes us. Truth is primary ethic.
- Consistent with biblical authority
- Information that requires information, grounded biblically
Clear and Compelling – Part of the translation function that Josh McDowell Ministry provides is to translate complex concepts into terms, formats and examples that are easily understood both intellectually and emotionally and can be applied in practical ways:
- Specific time of clarity, stake in the ground
- Captures my heart and mind, balance of intellectual and emotional
- Emotionally convincing/compelling
- Clarifies misinformation
- Clear and understandable
- For general awareness: Can be strictly informational
