“Marketing” may have negative connotations for many, even business owners, but it’s not a bad word. Marketing is more than advertising, doesn’t have to be promotional, and should increase trust and future loyalty.
A great working definition of “marketing” is “the art and science of strategic influence.”
Jesus could do whatever jaw-dropping things He wanted – but He didn’t shock and awe for temporary attention or yell, “Follow me because I’m the best!”
Jesus was calm, cool, and collected – but stood strong on His message and demonstrated His mastery.
He proved Himself multiple times over.
Demonstrating your valuable combination of abilities and telling not only your successes but also where you missed and how you failed forward makes you trustworthy.
Sharing your opinions – or at least which opinions from others that you agree or disagree with and why – develops your brand. As you increase your quantity and quality of work, develop your thought leadership, and share how others have been positively impacted by your efforts, your authority will grow – not just because you wish for it to grow.
As a friend, Chris, says, “Do work, get results.”
Match your communication to your audience
Jesus spoke to thousands just hearing Him for the first time, and He also spoke with small groups of dedicated followers.
“Customer persona” and “customer journey” are common marketing terms. You want to target your messaging to each audience, to the stage each person or group is currently in.
Jesus told parables (stories) to all – familiar and unfamiliar – but only provided direct instruction to believers (those further along the customer journey).
Thinking strategically, you could say Jesus grew up as a carpenter intentionally (as opposed to an obvious position of royalty) to establish commonality with His target market – to be more relatable and more likely for His message to be well-received.
Seek a relationship
Unlike many others mentioned in the Bible, Jesus invited any and all. In fact, He sought out those without easy, direct access to Him by traveling to them.
Jesus was a person, like you, and you can’t be best friends with thousands of people. You can’t have intimate conversations with more than 5 or 10 in a room at a time.
He had a core group with whom He developed each relationship over meals and adventures, yet He grew His fame by interacting with individuals (e.g. hands-on healings) and asking them to tell others they know.
He gave, then asked – like successful humans (marketers) do.
Invest in those who try
Jesus’ teaching in parables was artistic. He told stories with a message but without a single, clear point. These parables invited discussion and thought, like creative works do. Those that didn’t dig deeper didn’t receive the benefits the parables provide.
If someone’s trying, value that effort very highly. Jesus didn’t condemn someone who knows better and therefore tries to be better but still isn’t getting everything right. Instead, He condemned those that knew better and chose not to try to do better.
If a potential customer is trying to afford what you’re selling, a client is trying to implement your advice from a consultation, or your employee is putting in the hours to get up-to-speed on a new-to-them-topic, encourage and reward them.
Yes, there’s a time for determining how the relationship should proceed, but anytime someone is choosing to spend their resources (time, talent, finances, etc.) toward your vision and goals, value that effort and embrace and support them where they are.
Be bold
I don’t think anyone accused Jesus of being shy. Rather, He was bold in His claims, backed them up, and focused on spreading His message. Also, He committed those whom committed to Him.
He presented His message several times in several ways, giving several opportunities to act, and if someone declined, Jesus was consistent with His core beliefs. He didn’t modify His values to try to get more (but uncommitted) followers.
Jesus also presented the cost of His offering boldly. There’s no bait-and-switch with Jesus. He was confident and up-front and didn’t shy away from “the close”.
For your business, maybe this means narrowing or personalizing your messaging so it resonates with your ideal customer, not trying to appeal to everyone and therefore not getting anyone excited about your brand.
Consider redirecting resources away from chasing lukewarm leads and toward reinvesting in your best customers – to get them to share their experience publicly, repeat buy with you, or refer their sphere of influence. Rewarding those committed to you is playing the long game, and long-term success is the greater gain.
Another idea is to tailor your pre-sales and onboarding experiences to reinforce your values, vision, and goals for that individual.
Focus on helping others
Jesus helped a bunch of people – physically and spiritually – and whether that diseased person or possessed person followed Jesus thereafter, He still helped them wholeheartedly with a good attitude.
As you share your knowledge, not only do you develop authority and demonstrate your personality, you improve people’s education, confidence, or freedom.
Helping others help themselves is empowering for both of you. Helping others that can’t help themselves is generous.
Living a peaceful, generous life with meaningful impact in this world is about as much as any wise person can aim for. Providing valuable products and services to others feels good and allows you to do good and do well.
One way you can market with this in mind is by communicating your offering’s benefits, not just its features. If you present the benefits – how you make their life easier, faster, cheaper, clearer, happier – they can understand why they should sign up with you.
Telling of the features isn’t wrong but may actually confuse or cause dissension. Customers care more about what you can do for them, not how you will do it.
And when you deliver these benefits to them, like you said you would, they can more easily identify others they know whom may want to experience those same benefits from you.
Find peace in the journey
When you state your opinions, share what you’re proud of, or try to be something meaningful, you’ll be something, and the world doesn’t often appreciate those that stand out.
Jesus knew Himself, what He wanted to accomplish, and how He was going to pursue fulfilling His purpose. He admitted things weren’t easy, but He stayed peaceful on His difficult journey by knowing His “why”.
You might be aiming to grow sales quickly, improve processes for longevity, find the next thing the market wants, or realize more meaning in your work.
Whatever your goals are right now, you’re on a journey. Understand that your personal and professional goals will adapt along the journey, and your journey may change without your consent.
Therefore, to lead a peaceful life, you need to be able to find peace in any stage you or your business may be in.
To have peace, you need to know yourself, what you are committed to, and your purpose.
As someone that believes Jesus is Lord, the only way to find peace regardless of the situation is to know your identity in Him, commit all your ways to Him, and trust His authority over your life.
When you have the confidence of Christ, you’ll find peace along your journey, and your journey will be full of purpose.
Marketing Lessons Learned from Jesus
“Marketing” may have negative connotations for many, even business owners, but it’s not a bad word. Marketing is more than advertising, doesn’t have to be promotional, and should increase trust and future loyalty.
A great working definition of “marketing” is “the art and science of strategic influence.”
Table of Contents
Earn your authority
Jesus could do whatever jaw-dropping things He wanted – but He didn’t shock and awe for temporary attention or yell, “Follow me because I’m the best!”
Jesus was calm, cool, and collected – but stood strong on His message and demonstrated His mastery.
He proved Himself multiple times over.
Demonstrating your valuable combination of abilities and telling not only your successes but also where you missed and how you failed forward makes you trustworthy.
Sharing your opinions – or at least which opinions from others that you agree or disagree with and why – develops your brand. As you increase your quantity and quality of work, develop your thought leadership, and share how others have been positively impacted by your efforts, your authority will grow – not just because you wish for it to grow.
As a friend, Chris, says, “Do work, get results.”
Match your communication to your audience
Jesus spoke to thousands just hearing Him for the first time, and He also spoke with small groups of dedicated followers.
“Customer persona” and “customer journey” are common marketing terms. You want to target your messaging to each audience, to the stage each person or group is currently in.
Jesus told parables (stories) to all – familiar and unfamiliar – but only provided direct instruction to believers (those further along the customer journey).
Thinking strategically, you could say Jesus grew up as a carpenter intentionally (as opposed to an obvious position of royalty) to establish commonality with His target market – to be more relatable and more likely for His message to be well-received.
Seek a relationship
Unlike many others mentioned in the Bible, Jesus invited any and all. In fact, He sought out those without easy, direct access to Him by traveling to them.
Jesus was a person, like you, and you can’t be best friends with thousands of people. You can’t have intimate conversations with more than 5 or 10 in a room at a time.
He had a core group with whom He developed each relationship over meals and adventures, yet He grew His fame by interacting with individuals (e.g. hands-on healings) and asking them to tell others they know.
He gave, then asked – like successful humans (marketers) do.
Invest in those who try
Jesus’ teaching in parables was artistic. He told stories with a message but without a single, clear point. These parables invited discussion and thought, like creative works do. Those that didn’t dig deeper didn’t receive the benefits the parables provide.
If someone’s trying, value that effort very highly. Jesus didn’t condemn someone who knows better and therefore tries to be better but still isn’t getting everything right. Instead, He condemned those that knew better and chose not to try to do better.
If a potential customer is trying to afford what you’re selling, a client is trying to implement your advice from a consultation, or your employee is putting in the hours to get up-to-speed on a new-to-them-topic, encourage and reward them.
Yes, there’s a time for determining how the relationship should proceed, but anytime someone is choosing to spend their resources (time, talent, finances, etc.) toward your vision and goals, value that effort and embrace and support them where they are.
Be bold
I don’t think anyone accused Jesus of being shy. Rather, He was bold in His claims, backed them up, and focused on spreading His message. Also, He committed those whom committed to Him.
He presented His message several times in several ways, giving several opportunities to act, and if someone declined, Jesus was consistent with His core beliefs. He didn’t modify His values to try to get more (but uncommitted) followers.
Jesus also presented the cost of His offering boldly. There’s no bait-and-switch with Jesus. He was confident and up-front and didn’t shy away from “the close”.
For your business, maybe this means narrowing or personalizing your messaging so it resonates with your ideal customer, not trying to appeal to everyone and therefore not getting anyone excited about your brand.
Consider redirecting resources away from chasing lukewarm leads and toward reinvesting in your best customers – to get them to share their experience publicly, repeat buy with you, or refer their sphere of influence. Rewarding those committed to you is playing the long game, and long-term success is the greater gain.
Another idea is to tailor your pre-sales and onboarding experiences to reinforce your values, vision, and goals for that individual.
Focus on helping others
Jesus helped a bunch of people – physically and spiritually – and whether that diseased person or possessed person followed Jesus thereafter, He still helped them wholeheartedly with a good attitude.
As you share your knowledge, not only do you develop authority and demonstrate your personality, you improve people’s education, confidence, or freedom.
Helping others help themselves is empowering for both of you. Helping others that can’t help themselves is generous.
Living a peaceful, generous life with meaningful impact in this world is about as much as any wise person can aim for. Providing valuable products and services to others feels good and allows you to do good and do well.
One way you can market with this in mind is by communicating your offering’s benefits, not just its features. If you present the benefits – how you make their life easier, faster, cheaper, clearer, happier – they can understand why they should sign up with you.
Telling of the features isn’t wrong but may actually confuse or cause dissension. Customers care more about what you can do for them, not how you will do it.
And when you deliver these benefits to them, like you said you would, they can more easily identify others they know whom may want to experience those same benefits from you.
Find peace in the journey
When you state your opinions, share what you’re proud of, or try to be something meaningful, you’ll be something, and the world doesn’t often appreciate those that stand out.
Jesus knew Himself, what He wanted to accomplish, and how He was going to pursue fulfilling His purpose. He admitted things weren’t easy, but He stayed peaceful on His difficult journey by knowing His “why”.
You might be aiming to grow sales quickly, improve processes for longevity, find the next thing the market wants, or realize more meaning in your work.
Whatever your goals are right now, you’re on a journey. Understand that your personal and professional goals will adapt along the journey, and your journey may change without your consent.
Therefore, to lead a peaceful life, you need to be able to find peace in any stage you or your business may be in.
To have peace, you need to know yourself, what you are committed to, and your purpose.
As someone that believes Jesus is Lord, the only way to find peace regardless of the situation is to know your identity in Him, commit all your ways to Him, and trust His authority over your life.
When you have the confidence of Christ, you’ll find peace along your journey, and your journey will be full of purpose.
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