Communication Clarity Scorecard

Audience

Is it obvious who this is for in the first line?

Passes when: Names a specific person or moment (parents of teens, first-time guests, small group leaders).

Fails when: Speaks to 'everyone' or 'our church family' — nobody in particular.

Promise

Is there one clear promise or payoff?

Passes when: One sentence a stranger could repeat back.

Fails when: Announcement without a benefit — features, dates, and jargon.

Next step

Is there ONE next step, above the fold?

Passes when: A single verb + link/button, repeated at the end.

Fails when: Three CTAs of equal weight — RSVP, watch, give, subscribe.

Plain language

Would a first-time guest understand every word?

Passes when: 8th-grade reading level, no insider language.

Fails when: Insider terms (LifeGroup, Rooted, GO Team) without a one-line translation.

Proof

Is there proof this is real (a person, a story, a number)?

Passes when: A named person, a photo, a testimonial, or a specific number.

Fails when: Only adjectives — 'vibrant,' 'welcoming,' 'life-changing.'