You're a pastor, a communications volunteer, or the person who somehow ended up responsible for the church's Instagram. You know your congregation is wonderful. You just can't figure out how to say that on a website without sounding like everyone else. That's what this episode is about. Leslie Kons, digital ministry strategist and church musician, makes the case that specificity is a magnet and that the most powerful thing your church can do online is stop trying to speak to everyone and start saying the real, specific thing that makes you *yours.*