New Marketing for Old Church

April 21, 2008
Secular Thoughts on Sacred Marketing
Seth Godin’s advice on spreading your church’s message.
by Chris Blumhofer

StreamingFaith.com recently sat down with marketing guru Seth Godin and asked his advice on church “marketing” in our increasingly plugged-in, techno-driven society. At the forefront of Godin’s thought-world these days is “new marketing”—methods of communicating messages that aren’t top-down (from an ad firm to your TV) but side-to-side (from a bootleg YouTube clip, to your blog, to my blog, to the evening news). New marketing reaches smaller audiences, but it creates more of an impact.

His advice may surprise or offend, but it is still worth thinking about.

Consider these excerpts (you can see the full interview here):

"Churches are the oldest businesses around today. And yes, they’re businesses. They don’t necessarily sell a physical product, and they don’t always charge money, but there’s a transaction nonetheless. And that involves the individual paying attention. Attention is precious and it’s rare and it’s non-refundable…."

"Just because it’s important to you (and it could be your Tupperware product line or your sermon) doesn’t mean it’s important to me. The essential idea here is that new media is selfish and you can’t buy or demand attention, no matter how worthy you believe your idea may be…."

"I'd say you need to concentrate on what's remarkable and interesting and noteworthy and touches my faith, and stop spending time on tasks that don't amplify any of those elements. Doing something because you've always done it isn't an idea worth spreading…."

What do you think? Do we short-change ourselves by taking people’s attention for granted? Do we recognize the selfish way in which people listen to our messages? How can church leaders make the most of insights from the business world?

Check out the full interview on StreamingFaith’s website.