A few years ago, a book came out with an intriguing title: UN-Marketing. The author, Scott Stratten, is active in digital marketing, primarily aimed at the commercial world. As I read through the book I wondered if there might be an application for us in Christian media.

Most of us have a need to “market” our ministries. Sometimes it is to raise needed funds for the work we do to spread hope to the people God has place before us and on our hearts. Other times it is to draw in the very people we want to reach so we can share God’s Good News. And even though it sounds like an “un-holy” word (like public relations!) it can be elevated to good use when we do it right.

What is marketing? The American Marketing Association says this:

“Marketing is the activity… and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

That sounds good. Creating, communicating, and delivering things that have value…for society at large. That could easily apply to ministry work. So, why un-marketing? Stratton says that instead of the traditional ways of marketing, such as direct mail or advertising, companies and organizations should focus on engaging with their audience.

We hear that in the social media world. It isn’t just about a cleverly designed Instagram post or Facebook ad. It is about soliciting a response from the reader. Engaging them in a conversation and developing a relationship with them. Then, in the context of that relationship, delivering the message…the “product.”

Want a biblical example of that? Think of Jesus as he traveled through Samaria. While the disciples went into town to buy food, Jesus lingered at the ancient water well. When a Samaritan woman came to draw water, He asked her to do the same for Him. She was shocked! A Jew asking a Samaritan woman for something? That was out of the normal boundaries of the day. By that question alone Jesus had gotten her attention. He had engaged her in conversation.

It gets better. As she stood there surprised at the conversation, Jesus tells the woman, “If you knew about the gift God has for you, and who you are speaking to, you would ask, and I would give you living water.” Intrigue. What could this man possibly mean? He was building a relationship. And when she balked and offered up objections, saying, “You don’t even have anything to draw water with,” Jesus gave her an amazing offer.

Anyone who drinks this water will soon become thirsty again. But those who drink the water I give will never be thirsty again. It becomes a fresh, bubbling spring within them, giving them eternal life.

John 4:13-14 NLT

Of course, the conversation went on and became very personal. And the result of the whole encounter was that revival broke out in Samaria. Amazing.

The traditional way of marketing would have been to put posters up in town advertising the fact that Jesus was coming to Samaria. Meet at the well and hear his message. Then Jesus would have started off his message with, “If anyone believes in me, he will have eternal life.”

By taking a non-traditional way to engage his audience…the Samaritan woman at the well…Jesus was able to deliver a strong message that caused the woman to go throughout the town telling others to come hear the man Jesus. (Word-of-mouth advertising is always strong.)

Un-marketing? Well, certainly un-usual. And very effective. As I think of it, the most memorable times of Jesus’ life were when He engaged people in their world and their time of need, and then shared the hope of eternal life. Nicodemus. This Samaritan woman. Zacchaeus. The thief on the cross. Building relationships by engaging them.

What can you do today to build relationships with the people you want to influence? Don’t look to clever marketing. Look to engaging with others and then delivering the only message that matters today…hope in Jesus.

God’s best…