What are We Good At, What are We Not?

Definitions for this article:

1. Product: The Gospel of Jesus Christ.
2. Promotion: Marketing or advertising the Gospel.
3. Presentation: The method utilized to deliver the Gospel.
4. Productivity: The positive results of the Gospel of Jesus.

We don’t have a product problem. We don’t have a promotion problem.

We have a presentation problem. Because of this, we have a productivity problem.

While visiting a large suburban mall, I noticed that the Apple store had relocated. They had outgrown their space and moved to a larger spot in the same mall. In a few moments, we walked by their new location. But here was my surprise: they had yet to put up their sign. There was no indication anywhere on the outside that this was the Apple store. I wondered about their decision to open the new location without first putting up the sign. But, as you can see, everyone knew exactly what store it was – the place was full; business as usual.

Apple has great products. They’ve done their promotions. Their presentation is unquestionably effective. Of course their productivity is unparalleled. They have been so good at what they do, the temporary lack of a sign had no negative effect whatsoever.

I don’t work for Apple; I work for the Church.

Let me say, church signage is very important. Like it or not, we must brand our churches. We must market the ministry. In our culture, if people don’t know about us, they aren’t coming. But I don’t believe our biggest issue (why more people don’t come) is promotion.

I know for sure that our product (the Gospel of Jesus) is the most valuable and important product ever.

I believe we have two problems that we should address and solve:

• Our presentation suffers sometimes. The way we communicate the most important product is sometimes subpar. A lack of quality, ill prepared sermons and worship services, and ignoring the needs of our “potential audience” can really hurt our efforts. Our “potential audience” is our unsaved community. Churches that operate in ways that disconnect them from their unsaved community will suffer.
• Our productivity is stifled. In many churches, very few people are coming to salvation in Christ. The harvest is sitting in the fields. This is a major problem.

I would remind you that the product needs no adjustment. The Biblical Gospel can stand for itself. I would also suggest that better promotion might not be the answer. If our presentation is poor, the best promotion in the world won’t help. The fact that our productivity is suffering is enough to cause us to evaluate and adjust our presentation.

Pastor, don’t change the product. Go ahead and improve your promotion. But if your productivity is less than you desire, invest in changing your presentation.

We’re not Apple. But wouldn’t it be cool if our presentation of the product was so amazing that promotion wasn’t necessary? It’s possible!

We don’t have a product problem. We don’t have a promotion problem.

We have a presentation problem. Because of this, we have a productivity problem.

Focus on your presentation of the most amazing product ever, and productivity will take care of itself.