"It is in conversation, in the context of a legitimate relationship, that learning and the best value occurs. Knowledge is more than facts; it is about understanding and participation. This is what is behind the marketing revolution. This is what is behind the impending evolution in education and health. Conversation is also the force behind the generation of a new community."

--Robert Paterson

A church planter once told me he was contemplating a large mailing to publicize the new start, but wondered about the best approach. Some suggested a one-time "blitz." Others liked smaller, repeated mailings.

"From your experience, which has been more effective?" he asked. "If smaller and repeated, how many follow-ups?"

This question characterizes questions I often hear as a coach-strategist. Such inquiries relate to promotional strategies, i.e., "What works? What doesn't? How much of this or that?" Those are good questions if grounded in an integrated vision. However, this vision needs to see the whole field and properly interpret it.

There are dozens of popular books about marketing in the context of church growth, evangelism and mission. Based on time-honored principles, many contain good ideas. However, most leave the impression that marketing arrived with modern communications technologies. Supposedly, the church needs to master it to attract a crowd to the place we do ministry.

Missing the big picture

Yet, I wonder if this preoccupation with tactics distracts us from seeing what is happening—and a potentially greater work. Asking how many times we need to talk to those we hope to reach is like a lovestruck teenager asking how many times he needs to talk to a girl before she will date him.

The issue goes deeper than the young man getting the cart before the horse. He is missing the point. In matters of love, the conversation isn't a means to an end; it is the end. (I can hear my wife exclaim, "He's finally getting it!").

In "Cluetrain," Christopher Locke made famous the quip, "Markets are conversations." If corporations that hawk products and services are coming to that realization (albeit kicking and screaming), shouldn't the church?

If we hope to reach our communities and be transformational leaders, we need a holistic, right-thinking plan. It must be based on incarnational ways to mine rich veins of spiritual intelligence that will lead to community-wide transformation. Otherwise, we're simply rearranging the deck chairs to compete in the traditional, and rapidly-shrinking, church-goer market.

Ministry begins with conversation

All ministry starts with conversation. A communicator with vision seizes the power of media to open the conversation, frame the discussion, provoke interest and generate "buzz." He will use all available media tools to nurture the relationship while helping others find their voice and draw out the creative expression of their God-dreams. The purpose is to empower them as transformational leaders in their own spheres of influence.

To a transformational leader there are no walls between marketing and ministry, communication and community, and media and relationship—especially not in today's networked, media-driven world.

Key points of marketing

1. Marketing is no longer about selling, but about fulfilling people's dreams (while fulfilling your servant role in the process.)

2. Those dreams are embedded with God-given dreams, based on a universal, deeply-held need for meaning.

3. Marketing is about creating conversations.

4. Authentic conversations begin with honor, honesty and permission.

5. The best conversations are transformational, a path that goes through dreams.

6. Conversations can begin anywhere, but media affords an opportunity to spawn many conversations, on a much grander scale than just personal contact.

7. Meaningful conversations (personal and via media) are both the means and end of ministry, which is shared purpose in Christ.

Is there a market for meaningful conversations? The world craves them. Just ask Starbucks. Although this omnipresent chain delivers more coffee than meaningful conversations, they know the power of marketing the latter. Envision what might happen if someone delivered.

The two disciples said it best on the road to Emmaus: "Didn't we feel on fire, as he conversed with us on the road?" (Luke 24:32.) Your church's goal should be for members to become the kind of Christ-like people who will ignite the same passion within others.

C. Michael Johnson is president of Breakthrough Media and over the past 26 years has coached thousands of pastors in reaching the unchurched in their communities. Author of several articles on pre-evangelism, growth, and community transformation, Michael invites open dialog with pastors and church leaders seeking holistic, city-reaching solutions, call: 800-595-4327; or e-mail him at: michael@breakthroughchurch.com.