For a good while I have wracked my brain for a way to use marketing principles to apply to the church. How do we make church sexy? Suddenly, this very morning, the reason this is such a challenge dawned on me. It's because the world's metaphors -- and often its style -- have been co-opted from the church itself. And our culture has become quite sophisticated and successful at it, I would assert more so than the church. Now we've got Jesus competing with "Brand X", and we're not doing so hot.
Okay, consider the following slogans. "The pursuit of perfection." "The power of dreams." "The real thing." Often they don't even begin to imply the products they support, but slogans speak of supreme sufficiency like all you need is [blank]. Or they offer strong, positive humanistic messages like you'll be so empowered if you buy ____. (Oops, not 'buy', that implies cost, and we want to avoid that association. At all costs. Oops.)
In missions, I'm finding that it's not enough for me to dangle a carrot in front of people -- I also have to be a carrot salesman. "Look how orange it is. It's
so orange!" "You want crunchy? You got it!" "And talk about nutrition!" But the allegory breaks down here: Missions not a product. It's not even an experience. It's nothing that I can point at and sell. It's God's, and like God himself it's beyond definition. (Hmm... "Missions: Beyond Definition." It has potential...)
We had it first. Spiritual truth, the concept of supreme sufficiency, and the value of humanity. That was the message we were entrusted with. We are made in the image of the God that desires and has facilitated a relationship with us. (Now there's a dense sentence.) And somehow every day, that message gets adulterated, polluted, and convoluted. The church cries foul, and fusses about how misrepresented it is. But where is its own voice? Wouldn't it be cool if the church could get together and advertise in magazines and on TV right beside the messages we're trying to contest? Not in a this-message-brought-to-you-by-so-and-so kind of way. And not in a knee-jerk-reactionary-kind-of-way (insert your favourite Christian hobby horse
not to ride here). But with original,
kick-butt material that we can all agree on. I've got some killer concepts if you've got a few thousand bucks...
But here's what I don't want, what
I want to avoid at all costs. I don't want to give the church lipstick, liposuction and breast implants, and call it good. I'm striving to figure out what Christ thinks is sexy, and point us in that direction. We
are supposed to be His bride, after all.
Labels: opinion