Matt Elkins “When The Listener Sees It”

1 John 3:2-3, Beloved, we are God’s children now, and what we will be has not yet appeared; but we know that when He appears we shall be like Him, because we shall see Him as He is. And everyone who thus hopes in Him purifies himself as He is pure.

Advertisers have learned that people respond much better to seeing something than just hearing about it. That’s why video is so compelling.

In our Christian experience, we don’t respond to something by just hearing about it. Because, just hearing and even seriously considering the information, even if we think it’s really important, doesn’t move us to adopting it or responding to it. Why? Because it hasn’t captured our hearts. We haven’t been “swamped” by that “Ohhh!” moment. Our hearts haven’t fallen in love with the idea.

The Apostle John says about Jesus Christ, “. . . when He appears we shall be like Him, because we shall see Him as He is.” The moment in eternity when we see Christ for all that He is, then we shall be like Him. We will be so “swamped” by His presence, we will be transformed.

That can begin happening even in this life when, as verse 3 says, “And everyone who thus hopes in Him purifies himself as He is pure.”

What does this have to do with Radio?

We do this thing in radio called “Imaging.” Whether its long-form or short-form, imaging is compelling when it creates an irresistible image and impression in the heart, using the heart’s language.

Driving into work this morning, I saw on the back of a van the slogan for an assisted living facility:

It’s not like home, it is home.

That is a brand promise that immediately created a loving, warm picture in my heart of rest and familiarity and comfort.

As I plan and manage production for our upcoming fundraising on Family Life Radio, I am reminding myself that, when she turns on the radio, she just invited me into her world. I want to navigate within her world lovingly and creatively. I will respect the momentary opportunity she’s given me to share something that I feel is important.

“Talking is what I do, but listening is my job.”

Ryan Seacrest.

During the scripting and production phases, I will try to listen to my productions with my heart, and evaluate whether I’m using my momentary opportunity with the listener well.

I will ask myself whether I’ve taken her to a place where she doesn’t just hear it, but sees it.

Matt Elkins just completed his 25th year at Family Life Radio, overseeing production, traffic, and media asset management. He and his wife, Angela, have two adult children, Harrison and Lauren, and Victoria the cat, named after the Third Day song, Victorious. Reach Matt at melkins@flc.org