We had the opportunity to chat with Joshua Cody, Associate Editor of Church Marketing Sucks, which is a company that aids in educating churches on how to effectively communicate and market. In our interview Joshua shares his thoughts on the importance of church marketing, branding, and how we can effectively witness to others.

Church Marketing Ministry

Q: At what point in your life did you realize your special ministry involved church marketing?

Josh: For me, it was a fairly natural progression. I always loved writing, and gradually, I came to realize communication was about much more than writing.

By the time I had moved away from my small-ish, suburban Atlanta hometown and into college, I had some room to reflect on the church I’d grown up in. And I realized just how muddled some of the messages we sent were.  So in a sort of cumulative process, I realized that I’d like to give more of myself to church marketing and communication, particularly in helping local churches find their voice.

Is Church Marketing Essential to the Gospel?

Q: Why do you believe church marketing and branding is essential to the gospel?

Josh: “How will they hear without a preacher?” This is Paul’s charge. “Go to the ends of the earth and make disciples.” This is Jesus’. I don’t see how we get around church marketing.  I know the term is an affront to some, but it’s really just being purposeful about the way you’re sharing yourself and your message. I think we’re called to market, callous though the term may be.

Branding is a bit trickier, but I’d take its definition to be, “understanding your identity, and executing that understanding.” Is your church aiming to be a place that will attract your community’s Average Joe? To reach out to a niche group and give them a place to call home? Something else?  Share your message with that in mind, and you’re branding.

How Can We Reach Non-Believers

Q: As our society continues to become more secular what can we, the body of Christ, be doing differently to reach non-believers?

Josh: We’re getting fairly theological at this point, but I’d say that we can avoid couching the discussion in such a forced dichotomy of “us and them” and “secular and sacred”. We can focus on the universal first, then sweat the details.

If we care about people, they’ll listen. If we want the best for them, and we want their basic needs to be met, they’ll be open to what we have to say. These things are universal. We have an instinct for self-preservation, so when we flip this idea on its head and focus on others-preservation.

I know social media is hot at the moment, and it feels like a better site might be a cure-all, but these things are all secondary. What’s first is that our next-door neighbor knows how much we like them and that our school board recognizes us as a figure willing to stand up for their kids.

So not too much I’d argue we should be doing differently, just simplifying, then working outward from those universal needs we ought to be meeting.

What to Share with Non-Believers

Q: When we are encouraging someone to follow Christ, what do you think is the most important thing we should share with them?

Josh: You know, I think this is different for everyone. You’ll notice that as Christ interacts with folks, he doesn’t follow much of a formula.  For one person, he’ll tell them to sell all they own. For another, he’ll tell them to just go home and sin no more. For another, he’ll spit in the dirt and rub the mud in their face.  The amazing thing about God is his amazing relevance to individuals. He ministers to each one of us so personally, and he speaks.

So for some people, the most important thing we share with them is our time or attention. For others, the most important thing we share with them is our resources or finances. And for others, the most important thing we share is our advice or story.  All of our stories are unique, and all of our needs are unique, so we just kind of have to listen and act based on what God is saying to us.

How to Witness to Non-Believers

Q: How can believers in Christ effectively witness to non-believers while being aware of their indifferences?

Josh: It’s as simple as liking them and caring for them. Differences seem to fade away in light of this.

We listen to their differences, and we take them into account. We have an open mind, and we value what they say. And we share thoughtful opinions and responses of our own. Once these things happen, we’re focusing on our similarities, while not avoiding our difference.

Visit Church Marketing Sucks for more insight into how you can market your church!