Since beginning my career as a marketer, I’ve seen many things come and go, strategies that worked in one situation but not in another, and seemingly great ideas that never worked at all. Marketing is an inexact profession, consisting of trial and error.
Keep track of what you do. Continue those things that work; stop doing things that don’t. Rinse. Repeat.
John Wanamaker, founder of the Wanamaker’s stores, which eventually became part of Macy’s a long time ago, allegedly coined the phrase repeated by just about everyone in marketing: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
I recall one conversation 30 years ago when someone commented, “You marketing people just make a big deal out of everything.” After a brief pause to reflect, I responded, “Yes, that’s what we do.”
The one issue that keeps returning, specifically for people in Christian work, is how marketing relates to God and the Bible. On one side are those who see no conflict with their faith, and on the other are those who feel that discussing marketing and God in the same sentence is evil.
For the sake of peace and progress, let’s call it a draw.
Those who think marketing and issues like author platform-development are unsavory pursuits are often trapped in false preconceptions and definitions.
If marketing is about overstatements and misrepresentation, you shouldn’t feel good about it.
But, if you view marketing as informing, educating, and inspiring, then it seems worthwhile. If you have something good to say, you want to get that message out to as many people as possible.
My perspective is informed by an educational experience in a Christian liberal arts college long ago. That type of education was helpful because its approach shows how God made everything, He is in everything, and He uses everything for His glory.
As believers, no part of our lives exists apart from God.
Of course, the holy creator and sustainer God doesn’t need marketing to accomplish His purposes. But does He use it for His purposes? Yes, He uses everything, even the efforts of flawed people.
Marketing books is challenging simply because of the competition. Depending on the week, 15,000 to 20,000 new books are published in the United States alone from traditional and author-publishing efforts.
The Christian book market is smaller, but 1,000 or more Christian books could likely be published by all methods each week. As an aside, in many countries, there are fewer Christian books overall than are published in the U.S. every week.
Standing out from the competition is the most difficult challenge. That’s why so much effort is put into differentiating a message, author platform, and maximizing online visibility.
You know, marketing.
So, God created marketing and uses it for His purposes and glory:
“You are the light of the world. A town built on a hill cannot be hidden. Neither do people light a lamp and put it under a bowl. Instead they put it on its stand, and it gives light to everyone in the house. In the same way, let your light shine before others, that they may see your good deeds and glorify your Father in heaven” (Matthew 5:14-16, NIV).
Viewing our work through the lens of God and the Scriptures changes how we see every human activity.
