The Success Center

The Greatest Marketer that Ever Lived

This is the age of amplification–where news, opinions, and reviews go further and faster than ever before. This is both good and bad for the Christian Entrepreneur.

It’s good because if what you’re selling is great, with just a little bit of communication, you can get it in to the hands of people quicker. But, if what you’re selling sucks [1], there isn’t enough PR out there to change the opinions of people. Because people are quicker to believe their friends than your ads.

And with all the changing marketing techniques there’s a need for changeless marketing principles that work regardless of product or service. And there’s one Person that’s been using these strategies for years–the greatest marketing phenom the world has ever seen:the Master Marketer Himself, Jesus.

Jesus was a Master Marketer!

He had no marketing budget and still gained such a following that most Chief Marketing Officer’s would’ve passed out from disbelief; He used no ads and still thousands showed up to hear Him speak!

In only three and a half years He preached a Message that still continues on to this day!

So its safe to say we could probably learn a few things from Him. So, here they are… some tips from the Master Marketer Himself:

Have a great product

Not a good product, not an ok product, not a status quo product…but a great product!

When the people of  Samaria heard a woman raving about Jesus–they ran to see for themselves. When they saw what He was offering themselves, they were impressed:

“Then they said to the woman, ‘Now we believe, not just because of what you told us, but because we have heard Him ourselves. Now we know that He is indeed the Savior of the world.’” [2]

I warn you: don’t make a big hype if what you’re offering doesn’t match the hype! You will regret it.

Let people try it for free

When getting His Message out there Jesus didn’t charge people.

He didn’t say,

“Ok, if you want Me to heal your eye that’s $50. What that’s a withered hand? Yeah that goes for $45. Raise your daughter from the dead? Whew…that ’s our special of the week…its gonna cost ya!”

If you want to get the word out about your great product, let people who need it try it.

• That’s what William P.Young did to get the word out about his book The Shack. He and two freelance editors–Wayne Jacobsen and Brad Cummings–were rejected by traditional publishers and decided to publish it themselves. They introduced it to the the Christian Community through a series of podcasts–described as “an ever expanding conversation among those thinking outside the box of organized religion.” With only $250 spent on marketing these unknowns, with no national platform,  had a book that has sold into the millions, and the rest is history (Faith Based Marketing, pgs 87 and 89)
• That’s what Rick Warren did for Purpose-Driven Life. Years before he wrote his first book, Purpose Driven Church and followed it up with a website: Pastors.Com. The membership of the website grew to 85,000 pastors who saw Warren as trusted advisor. He enlisted their help with the PDL book–asking them to conduct the “40 day campaign” in their churches. He gave away 400,000 copies of  the $20 book for $7 to churches and congregations that agreed. Within two months, those 400,000 spokespeople pushed sales to two million, and  the rest is history (Faith Based Marketing, pgs 85-86)
• That’s what Mel Gibson did to market The Passion of the Christ. When he approached movie executives about producing the movie nobody wanted to go near it. So Gibson decided to fund it himself using $30 million of his own money. Not having much money left to marketing (it usually costs $40 million for marketing, he only had $15 million) he tried an unconventional approach: letting pastors see it for free.  They started small–showing only a few pastors, but it grew exponentially. One of the final screenings was at Willow Creek Church. After the showing, Bill Hybels took the stage and spoke for the 5,000 pastors in attendance: “All right, what do you need us to do?” (Faith Based Marketing, pgs 87, 89) And with $611,899,420 in gross sales the rest is history.
• That’s what Timothy Ferriss did to promote his book The Four Hour Work Week. He called successful authors and asked them how they promoted their books. They gave him two answers: radios and bloggers. Since radio was losing its influence he decided to rely on bloggers. He went to a blogger event, met the ones he wanted to meet, established relationships, and then asked them to do a review. They did. And with the book becoming the #1 New Times, the #1 Wall Street Journal, and the #1 Businessweek bestseller the rest is history.
• That’s what Seth Godin did to promote his first best seller. He built a website, sent out an email asking people if they wanted to read 1/4 of his book for free, some did and some didn’t (most of the one’s that didn’t just plopped down money to buy the whole book!). And with multiple bestsellers under his belt, the rest is history!
• That’s what Rod Kirby did to promote his new E-book. And with hundreds of visits to the site, tons of downloads, and plenty of good reviews the rest is history!

The Bible says Jesus went all over Galilee, using synagogues for meeting places, teaching  people the truth of God.

And…

“He healed people of their diseases and of the bad effects of their bad lives.”

What happened next?

“Word got around the entire Roman province of Syria. People brought anybody with an ailment, whether mental, emotional, or physical. Jesus healed them, one and all. More and more people came, the momentum gathering. Besides those from Galilee, crowds came from the ‘Ten Towns’ across the lake, others up from Jerusalem and Judea, still others from across the Jordan.” [3]

In other words, word about this Guy spread near and far!

Give it to people who want it…not to everybody.

In the middle of His ministry Jesus decided to stop by His hometown.

And “on the Sabbath, He gave a lecture in the meeting place. He made a real hit, impressing everyone. ‘We had no idea He was this good!’ they said. ‘How did He get so wise all of a sudden, get such ability?’ But in the next breath they were cutting Him down: ‘He’s just a carpenter—Mary’s Boy. We’ve known Him since He was a kid. We know His brothers, James, Justus, Jude, and Simon, and His sisters. Who does He think He is?’ They tripped over what little they knew about Him and fell, sprawling. And they never got any further.” [4]

So because of their unbelief He didn’t do much miracles.

What He was selling was good, but they didn’t buy into Him and therefore couldn’t buy into His product (or Message).

So what did He do? Fight with them? Beg them to believe Him? Do more miracles in spite of their unbelief? Nope! He just left. Went somewhere else. He went other places where He’d be more receptive.

Stop fighting people who don’t believe you (or in you)…especially when there  are others that do. Stop wasting your time and go find those people. Rick Warren didn’t market to atheists, William P. Young didn’t market to people comfortable with religion, Gibson only showed screenings to conservative Christian and religious groups (even refusing to include those that initially criticized the film), Timothy Ferriss didn’t go after those interested in a 9-5 lifestyle, and Seth Godin gave books to those that wanted it!

Service Your  Best Customers

Not all customers are created equal. Remember: 20% of your customers will buy your stuff. That 20% will market you the best, talk about you the most, and defend you with all their strength.

Jesus spent time with thousands of people but He revealed Himself the most to the 12 disciples. When He left it was the 12 (Matthias replacing Judas) who spread the Gospel and turned the world upside down! Jesus spent His time with His best customers and as a result got His product into the hands (and hearts) of millions. Would He have received the same return spreading Himself to the masses?? Probably not.

Do whatever you have to do to keep in contact with your best customers!

Now do you see what I mean? Jesus was a Master Marketer. And if You follow Him, have a great product, and use His examples you’ll be one too…even in a market like this.

What are you thoughts?

1. By “sucks” I mean the dictionary definition: “To be objectionable or inadequate.”
2. John 4:42 (New Living Translation)
3. Matthew 4: 23-25 (The Message)
4. Mark 6: 2-3 (The Message)

Mike Holmes

Mike Holmes is the author of I Shall Raise Thee Up: Ancient Principles for Lasting Greatness. He’s also a blogger that writes on business and leadership development from a Biblical perspective. When he’s not writing blogs or speaking he can be found writing bios in the third person. Check out his website/blog here.

If you enjoyed this post, make sure you subscribe to my RSS feed!

Further Reading

• No Related Post