By Jono Long
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May 1, 2025
“Jesus is for everyone. Your church is not.” That one sentence from Tyler Hardin of Firm Foundations Marketing perfectly sums up a major challenge most churches face today: a lack of clarity. In a recent episode of the Pro Church Marketing Podcast, host Jono Long sat down with Tyler to unpack why churches struggle with growth—even when they’re doing “all the right things.” Whether it's pouring money into Facebook ads or launching a shiny new website, many churches find themselves exhausted, frustrated, and stuck. The reason? They’re starting in the wrong place. The Real Reason Your Church Isn’t Growing Churches often begin with tactics: running ads, creating flyers, redesigning websites. But as Tyler points out, none of those efforts work if you don’t first understand who you’re trying to reach. Too many churches aim for generic goals like “young families” or “unchurched people” without any meaningful definition behind those labels. “If you say you want to reach young families,” Tyler says, “is that a couple in their 30s with toddlers or a single mom in her 40s with teens? Those lives are completely different.” Knowing your community isn’t a marketing luxury—it’s a ministry necessity. Why “We Want to Reach Everyone” Doesn’t Work Most pastors are quick to say, “We just want to reach our community. Everyone is welcome!” While the heart behind that is beautiful, the strategy behind it falls flat. “When you say you're trying to reach everyone, you reach no one,” Tyler explains. “Your message becomes generic. Your ministries don’t feel relevant. And your people are overextended trying to do everything.” Defining a target audience isn’t about excluding people—it’s about making sure someone feels truly seen, known, and served. The 5 Ps: A Simple Framework for Clarity Not sure where to begin? Tyler offers a free, powerful tool: the 5 Ps of Church Target Audience . People – Who are they? (Age, family status, lifestyle) Place – Where are they coming from? (Zip codes, neighborhoods, travel time) Passions – What lights them up? (Causes, community involvement, values) Pain Points – What are they struggling with? (Loneliness, addiction, parenting stress) Pursuits – What are they chasing? (Career, belonging, stability) Start with these. Talk to your members. Ask your community leaders. You don’t need a big budget—just a notebook, a few conversations, and a curious heart. Authenticity Over Hype Many churches feel tempted to “pretty up” their marketing—using photos of young families they don’t actually have, or hyping ministries that are barely off the ground. Tyler’s advice? Don’t. “Embrace who you are. There are people who want your small church, your traditional service, your real community,” he says. Instead of trying to be what you're not, show people what you are. If your sanctuary is full of seniors who love hymns, let that shine. If your church loves messy people and recovery ministry, make that your message. Authenticity is magnetic. Healthy Growth Means Intentional Growth We all want to grow. But fast growth without systems leads to burnout and disconnection. Healthy growth, Tyler explains, is marked by: Clear next steps for guests Real relationships, not just high attendance Sustainable ministry paced for your capacity Growth isn’t just about numbers—it’s about souls. It’s about caring for the people who do show up and making sure they’re known, discipled, and connected. What If You’re a Small, Rural, or Declining Church? Don’t count yourself out. Tyler shared a story of a 30-member church in rural Pennsylvania—mostly seniors—who discovered through research that they were ideally positioned to serve a specific group in their area. They didn’t need to become a megachurch. They just needed to become more intentional. If you can’t afford professional research yet, start with conversations. Ask local teachers, council members, or even families at the grocery store: What’s our community struggling with? What are people looking for in a church? The answers might surprise you—and guide your next steps. Take the First Step Today Clarity doesn’t come from copying the latest trends. It comes from asking better questions. Start with the 5 Ps. Talk to your people. And if you're ready for a deeper dive, check out the community research services at Firm Foundations Marketing . Your church doesn’t need to become something it’s not. It just needs to become more of what it already is—on purpose, with clarity, and with love for the people God has called you to reach.
