- Praise God
- Please be praying...
- What Every Church Needs to Know about Marketing: Final Thoughts: If you don't pass the people test, nothing else matters
- What Every Church Needs to Know about Marketing: Part 3: Marketing is about People
- What Every Church Needs To Know about Marketing: Part 2: Marketing is Everything
- Getting Your Current Members to Invite Friends
- Through the eyes of a visitor
- Encouraging progress
- Please be praying
- Bootstrap Faith
- Know Our Hearts?
- Seldom Read But Always Evaluated
- Creating an Experience
- The Bond Between Music and Design
- The Church Exposed
- The Value Principle
- The Nike Effect: Part II
- The Nike Effect: Part I
- Starting New This New Year
- Christmas Revelation from Charlie Brown
- The Video: Speaking Starbucksian
- And The Winners Are...
- The Video: A Treasure Hunt
- The Video: We're Not Like That Church Down The Street
- The Video: Signs of Neediness
- The Video: Death to Papyrus and Comic Sans!
- The Video: Inconsistent Artwork
- A Thanksgiving Thought
- The Video: The Culture Crime
- The Video: Reserved for Barista
- The Video: Real Men Love Java
- The Video: Marketing is more than you realize
- The Video: The purpose of the video.
- What If Starbucks Marketed Like the Church? A Parable.
- re-Branding on Momentum
A woman is driving down a lonely, pitch-dark road late at night and sees that she is almost out of gas. Her fear is somewhat relieved as she sees two gas stations up ahead. If these two gas stations are equally accessible and the gas is equally priced, which one will she choose? The answer is simple. She’ll choose the one with better lighting. Why? At that moment, her primary need is safety. Better lighting makes her feel safer. Her response is natural and just as natural as the first conclusions that people commonly draw about churches.
I imagine the owner of the less-frequented store dropping prices and scratching his head. “Why are we so slow at night when the other store is packed? Cutting prices doesn’t work and increasing inventory hasn’t increased sales. Redesigning the logo and a bigger advertising budget hasn’t done it either.”
The owner’s disconnect here is about perceived needs. Sure, the late-night customer might want to save money some other time, but at that moment her most important need is safety.
How does this relate to the church?
The summer between high school graduation and my first year of college, I worked for a friend at church who cleaned offices. We cleaned at night, usually from 8:00 PM until about 2:00 or 3:00 AM. Now, cleaning is probably my least favorite thing to do in the entire world. In fact, I’m amazed that my mother didn’t pass out at the thought that I would actually take a job cleaning—something that she did not see me do for eighteen years. The funny thing is, I was pretty good at it. I mean, we never heard much praise from our clients, but in my own mind, I was a master cleaner.
The thing is, I had adapted my own way of cleaning. I know this is not the most appropriate topic, but bear with me as I chat about toilets for a second (I promise it’s crucial to my point). When I went into these offices to clean the toilet stalls, I was absolutely sure I was the best toilet-stall-cleaner out there. Why? Simple. I watched the other people who cleaned them, and they followed this approach: open the stall door, wipe down the doors, spray the toilet, and they were done.
My “superior” method was this: I opened the stall and sat on the toilet lid. From there I had the most important perspective that exists in the bathroom world—the perspective of the person on the seat. After all, the person sitting there usually has time to stare at the walls, right? I can clean all day long, but if the stall is not clean from the view of the person on that seat, we have problems. Honestly, very few other perspectives matter. I would finish by wiping down the seat and voila—the cleanest toilet stall in all the land!
With that in mind, some of us in ministry need to change seats. We need to look at the church all over again from the perspective of the first-time visitor. Things might look good when you are standing at the door, behind the pulpit, or in the youth room, but the bottom line at the end of the day for the church is how we come across to the person in that seat.
© Richard L. Reising
Through all of our consulting, I’ve discovered countless marketing speed bumps and stumbling blocks that keep outsiders from hearing the message of Christ clearly in our churches. It is never our intention as a church to create these things, but oftentimes we’ve become so “churched” that we overlook them—forgetting all about the outsider.
Now, my observations and my passion for connecting with the lost are not to be mistaken for a desire to water down the gospel—rather far from that. In scripture, you’ll find that Christ is either your cornerstone, or your stumbling block. You either find his truths to be the foundation of your life, or you stumble over them (1 Peter 2:7-8). It clearly tells us that for some, Christ Himself will be a stumbling block. You need to know this in advance. Not everyone will leave your church talking about how awesome it was. Scripture tells us that we won’t please everyone, but we’ve got to make sure that we aren’t the stumbling blocks because of our inability to relate and adapt ourselves to the lost and their needs.
In 1 Corinthians 9:20, Paul tells us, “and to the Jews I became as a Jew, that I might win Jews; to those who are under the law, as under the law, that I might win those who are under the law.” To reach people we have to adapt our lives and our approach to them. We have to understand how they think, communicate, interact, and view the world. It’s impossible to reach someone without adapting the way we communicate to his or her understanding.
Do you know of any possible stumbling blocks at your church? How do you plan on overcoming them?
© Richard L. Reising