Managing Perception

Managing Perception:

When people think marketing, the word conjures up thoughts of manipulation, guilt, and cajoling people into buying things they don’t need at prices far above their perceived value. Through eloquent pitches and flashy demonstrations, emotions are swayed and people’s strength to resist the urge to buy is at an all-time low. So they give in, purchase the item or service, and then remorse sets in soon after. If you haven’t connected the dots yet, I just described about 75% of TV evangelists. By offering promises of God’s provision and increased wealth, TV viewers pledge dollars they don’t have to men they don’t know in hopes of receiving something they usually will never see.

This method of marketing has tainted the church and the message of the gospel to something on the same level as the Kirby vacuum cleaner or the QVC channel. If marketing in the church is ever to change, we must begin with laying a proper foundation by defining marketing and showing its role in the church.

Marketing is much more than promoting things or sending out mailers. Marketing requires thinking each decision through, from beginning to end. Sure it is obvious that people will not be able to find your church if you are hidden in the woods and have no signs, but what about when your church is on Main Street? Could the color of your building actually be deterring people from entering? From the moment they pull into your parking lot until they drive home, they are thinking about their experience at your church. Why is that? Because marketing defined is managing people’s perception.

The problem with marketing in the church today is that we are good at connecting with people within the church, but we lack the ability to market to the needs of people outside the four walls. George Barna, renowned statistician on churches, states that 80% people come to church for the first time through the invite of a friend. If your church is not actively growing or visitors are not staying, then there is a reason why. To know what those reasons are, let’s explore what perception is all about.

This is part two of a multi-part series I will be releasing on church marketing. Stay tuned for more on what church marketing is, laying a proper foundation, and where to begin.