May 20th, 2010
08:56 AM ET
Editor's Note: After Illinois minister Darrel Brandon submitted one of the most popular pictures in CNN's recent church sign iReport solicitation - of the sign in front of the church he pastors - we asked him to write about how he devises messages for his sign..
By Darrel Brandon, Special to CNN
As pastor with the Illinois Clay City Christian Church, one of my responsibilities is changing the message on the sign in front of the church. But it’s more an opportunity than a responsibility. Our building is on Main Street, the busiest street in town, so hundreds of people see my messages on the sign who will never hear my messages from the pulpit.
I put a lot of thought into what goes on that sign, getting ideas from a variety of sources - including thoughts that come to me during sermon preparation. I must keep in mind that I only have room for 20 characters and spaces per line, with a maximum of four lines.
To keep people reading, I change the sign once a week.
We use it to announce special events at the church and I get teased because as soon as a program is over, I change the sign. I don’t want people driving by and reading about an event that has passed. I’ve been caught at midnight changing the sign. Once a deputy stopped because he thought if someone was messing with the sign at that hour it had to be a vandal.
I want to target the audience that does not typically go to church, so I try to post something catchy and avoid religious jargon.
One sign that caught the attention of the local newspaper was the message I put up after Michael Jackson died last year. It read:
THE KING OF POP
The sign that generated the most comments may have been:
COME HEAR OUR PASTOR
My intention was to use a double entendre - to demonstrate a sense of humor and cash in on the fact that many people think sermons are too long. Since I am only 5 feet 6, it seemed to work.
The opinions expressed in this commentary are solely those of Darrel Brandon.
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