People, Not Groups
There’s an old line that says, “Communists love people, but only in groups of a million or more.” The implication is that Communists and Socialists don’t care about individuals and everything is sublimated to the State and the greater good. Just in case you missed the subtlety there…
I think that this is the approach marketing takes. Again, I don’t think that marketing is a bad thing. If you want to reach large groups of people, you need to treat them like, well, groups.
I even love the study of demographics. Sometimes, when the girls and I are watching TV, we switch channels and try to figure out what kind of show is on based on the commercials. For example, if there is a football game on, there are not going to be any commercials for baby food. There will be commercials for beer and cars. It was during one of these times that Tori noted that Dr. Pepper commercials are structured exactly like beer commercials…who says the Lindbergs never have any fun?
But, is that what the church should be doing? Should we be trying to reach groups or should we be trying to reach people?
In the entry “Betrayed,” I wrote about the fans of Insane Clown Posse (ICP) who, in my opinion, were betrayed by the band and by advertisers when Viacom bought ICP and marketed it back to the fans. In a way, I feel like this is what has happened to the church. It has been bought by marketers and is now being sold back to the fans. Why do I feel this way? Because when I go to church, I get marketed to. I’m always a member of some group: a member of the congregation, a Sunday School teacher, a father, a potential committee member, a male, a Sunday School member, a tither. But that is not who I am. I’m Mark, the goofy guy. I’m Carla’s husband. I’m Kaylie and Tori’s dad. I want to be totally sold out to Jesus, but I will NEVER be totally sold out to a church.
The thing is, I AM a member of all the above groups. And, if the
emphasis of a church is to reach large groups of people, I guess they
have to do marketing. However, I do not think that should be the goal
of ANY church. WDJD? He focused on twelve individuals for three years.
He discipled them and got to know them. The sad thing about many
churches is that, even when they try to do small groups to have a more
personal touch, it still has a marketing feel to it.
emphasis of a church is to reach large groups of people, I guess they
have to do marketing. However, I do not think that should be the goal
of ANY church. WDJD? He focused on twelve individuals for three years.
He discipled them and got to know them. The sad thing about many
churches is that, even when they try to do small groups to have a more
personal touch, it still has a marketing feel to it.
The problem is that you can’t market Jesus, his message is all wrong:
- You have to give up your life
- You have to be a servant
- You have to seek good for others, not yourself
- You have to give away the things you want to keep
- You have to be simple
- You have to be like a child
- You have to die to yourself
Nothing from the above list is good marketing fodder.
I know I’m WAY too cynical about marketing and I’m not sure the church has a chance in this fight. But, if anything, that’s my point. The church cannot win the battle of marketing against the world’s advertisers, mostly because Madison Ave execs are generally missing anything resembling scruples. I think that the PEOPLE in the church need to start living the way that Jesus demonstrated and stop depending on the Church to do our work for us. When our friends and neighbors start to see humble, caring hearts and changed lives, then they will want to know what we have.
What do you think?
*The picture in the entry is entitled “The symbol of Brasilia” and is used with permission.
Been “preaching” this exact point for YEARS! You can’t minister only to the “group.” If you don’t minister to the individuals who are already a PART of the group, they have no incentives to go out and encourage others to JOIN the group.
I’ve questioned ‘marketing’ churches and advertising what we ‘do in Jesus’name’for some time. And yet, I don’t fit the criteria listed above as His message. So I take some responsibility in that area as well! Thanks for your comments!
Daddy, I love you so much! I’m so glad God has revealed awesome stuff through you. Keep it up!