Advertisement is big business. From a less than scientific analysis, I could be persuaded to believe that Pepsi is “better” than Coke. Yet, Coke whips Pepsi on the market-share challenge, hands down. The real difference between Coke and Pepsi is advertising and marketing. Coke advertises more and better than Pepsi, full stop.
As Christians we are selling a product. We are in a market-share war that is hotter than Coke vs Pepsi. Ours is God vs Devil. Both sides are interested in expanding their humanity market-share. But unlike Coke vs Pepsi in the beverage market, there are only two choices in the God vs Devil war. A 1% increase in market-share for one means a 1% market-share decrease for the other.
As a result of highly scientific tests, we know that God is the better choice. But yet, the Devil is winning the market-share race. Why? There are a few reasons, but one of them is definitely superior advertising and marketing.
The Devil has an appealing marketing strategy that focuses on short-term pleasures, instant gratification and quick-fixes. After all, sin is pleasant in the short term, and lost humanity has a bias for instant gratification and sensual appeals. The Devil capitalizes on this human weakness and exploits it to the fullest in his advertisements.
What this means is that marketers of the God ‘brand’ have to be strategic. We know that our product is infinitely and eternally superior. But that is not the issue. Marketing has little to do with the intrinsic value of the product. It has everything to do with the perception that is created. The question is what is the market’s perception of our product? That is the issue.
God tells us not to hide our light. Instead, “Let your light so shine before men, that they may see your good works and glorify your Father in heaven” (Matthew 5:16). We are to strategically advertise our product with the end result of men glorifying God. We know that the way we live, and live with each other, is the best long term advertising. But a marketing strategy needs a mix of long, short and medium term initiatives.
If you feel strongly enough about your product, announce it. If you wear a cap, or a T-shirt, or drive a car, instead of advertising something inferior, advertise the good news of salvation. “Jesus loves you” is a starter Ad. A more advanced ad campaign could feature, “I am justified… Are you?” This kind of Ad is a conversation-starter. Someone will ask, “What do you mean by that?”
There are two problems that could result when we aggressively advertize. First, it will force us to constantly be good brand-ambassadors as we would literally be asking people to evaluate us. A single slip could do major damage to the brand. The second problem is that when people engage us in conversation or in criticism, we must have an answer for our faith and be willing to engage in personal evangelism without notice.
How good a brand-ambassador are you?
As Christians we are selling a product. We are in a market-share war that is hotter than Coke vs Pepsi. Ours is God vs Devil. Both sides are interested in expanding their humanity market-share. But unlike Coke vs Pepsi in the beverage market, there are only two choices in the God vs Devil war. A 1% increase in market-share for one means a 1% market-share decrease for the other.
As a result of highly scientific tests, we know that God is the better choice. But yet, the Devil is winning the market-share race. Why? There are a few reasons, but one of them is definitely superior advertising and marketing.
The Devil has an appealing marketing strategy that focuses on short-term pleasures, instant gratification and quick-fixes. After all, sin is pleasant in the short term, and lost humanity has a bias for instant gratification and sensual appeals. The Devil capitalizes on this human weakness and exploits it to the fullest in his advertisements.
What this means is that marketers of the God ‘brand’ have to be strategic. We know that our product is infinitely and eternally superior. But that is not the issue. Marketing has little to do with the intrinsic value of the product. It has everything to do with the perception that is created. The question is what is the market’s perception of our product? That is the issue.
God tells us not to hide our light. Instead, “Let your light so shine before men, that they may see your good works and glorify your Father in heaven” (Matthew 5:16). We are to strategically advertise our product with the end result of men glorifying God. We know that the way we live, and live with each other, is the best long term advertising. But a marketing strategy needs a mix of long, short and medium term initiatives.
If you feel strongly enough about your product, announce it. If you wear a cap, or a T-shirt, or drive a car, instead of advertising something inferior, advertise the good news of salvation. “Jesus loves you” is a starter Ad. A more advanced ad campaign could feature, “I am justified… Are you?” This kind of Ad is a conversation-starter. Someone will ask, “What do you mean by that?”
There are two problems that could result when we aggressively advertize. First, it will force us to constantly be good brand-ambassadors as we would literally be asking people to evaluate us. A single slip could do major damage to the brand. The second problem is that when people engage us in conversation or in criticism, we must have an answer for our faith and be willing to engage in personal evangelism without notice.
How good a brand-ambassador are you?
Credits : doctor-perspective
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