Gospel Marketing

Let me begin this post with a humorous story that took place in my world a few months ago. Back in February Bass Pro was having their annual spring fishing sale and this was something I get really gigged out about. I love a good sale! And I love a good fishing sale even better! The morning the sale started I was there and was ready amongst many other fisherman to get my deal of a lifetime. They had a fantastic offer this year (or at least they made us all think it was fantastic….) on a fishing rod that was “technically” last year’s model. As I carefully looked over the selection of rods they had available on the shelves I overheard a couple of other guys next to me discussing their potential purchase as they were looking at the rod’s which were situated right next to the ones I was looking at. The difference was the ones they were investigating were the new and improved “2016” model fishing rods. I continued ease dropping (don’t judge you do it too…) and overheard one of the guys explaining to his buddy the “differences” between the 2016 and 2015 model rods. Right or wrong I couldn’t help myself I looked over at the guys and inserted myself in the middle of their conversation and asked “do you really think the differences between the 2015 and 2016 models are that different?” They both gave me the polite courtesy chuckle and said “probably not”. To which I responded “But you know what they are going to tell us there is and we are going to believe them and keep coming back year after year.” They both laughed again and we parted ways. Now why do I take the time to share this story. Is it because I believe the entire bass fishing industry is lying to everyone about differences between products? Maybe. Just kidding. I know there are differences between rods, reels, tackle, boats, etc. Just as there are differences between whole food groceries and the “regular” groceries. Just as there are differences between Ford, Chevy, Nissan, and Toyota. The fact there are distinct differences in different brands is why the brilliant idea of marketing was invented. Truth be told I am a sucker for a good marketing scheme especially if it’s for the latest and greatest bass fishing bait, rod, or reel. At the same time let me transparent and say marketing makes me really irritated at times too. In the world of advertisement and business competition it’s all about one upping the competition, and telling the world why one product, brand, restaurant or whatever is the best over all the others. The irritation comes in when I consider the lengths we as society are willing to go and accept in the name of marketing to get the edge we need. A few nights ago I like probably thousands of pastors watched the message by Mark Dever at T4G on Endurance in ministry. The message was well delivered, encouraging, and challenging to my current thought patterns and approach to ministry. One of the challenges/condemnations he proclaimed in the message was the Church must not fall into the trap of marketing. Why? Because our product - the gospel – is something no one willfully buys. As I internalize what this practically means and how God is leading me to lead I wonder where one can draw the line? All churches to an extent whether they like it or not “market” themselves. If you have a sign outside of your place of worship gathering you are in effect “marketing”. I hate it when things are gray. I like black and white. Unfortunately in my limited wisdom and perspective there seems as if there is no good resolution. There continue to be divisive differences between the varying different church camps and evangelical networks. As time goes on each will continue to get more dogmatic about where they are and why. All the while I continue to get personally more confused on what healthy New Testament living and church is. Maybe the struggle I am expressing in this post is because my theology is really weak or maybe it is because we’re all jacking this thing up. I believe to a certain point in what Dever expressed in his message. Sinful man doesn’t in his sinful nature want the gospel. Thus it is useless in a sense for the carrier of the gospel the church to try an adopt the crazy marketing antics she see’s in the world around her. When the Church tries to “give” her community what she thinks they want she perpetuates a consumer driven mentality which will as Dever points out in the end impact the church in a very negative way. Because it will produce shallow, individually focused baby Christians that will struggle to replicate themselves as is the command in the great commission. Yet isn’t there a balance in all of this to be had too? Could one not argue the miracles in the New Testament were in effect God’s marketing strategy to advance the gospel? Not really sure why I am writing this post or how to draw a conclusion but here goes…. In my spirit I sense there are probably those in my circle of influence right now who are still on opposite ends of the spectrum expressed in this post. And I would lovingly point out how dangerous both extremes are and can be. Hyper Calvinism is just as heretical and can be just as dangerous as full blown consumer centered Arminiansim is and can be. Both camps need to understand that people matter not just theology, and visa versa both camps need to lean heavily into their theology and gospel centered conviction allowing that to truly guide their practice. We must not let numbers drive our theology. There are certain practices and marketing strategies which yes will draw crowds but probably will fail in accomplishing true transformation. Is a crowd all we are looking for? Is the communities opinion of us what drives our practice? Are we so narrow minded in our school of theology we shatter relationships and opportunities? I’m probably more grateful now for my time at Dallas seminary then I am ever before. Having professors from completely different schools of thoughts forced me and continues to force me back into wrestling through the “essentials” of the faith. May God give me, you and his bride humility and conviction to preach faithfully, reach aggressively, and wait well for his return.