Marketing in Four Steps

Marketing is not a nasty word — and it is not just a secular construct. Marketing is simply telling people about your product, service, or book. Some might argue that Evangelism is marketing. It is marketing for God. Evangelism is telling people about what Jesus did on the cross for them — connecting people to God.

Seth Godin recently listed four steps of marketing on his blog. He said:

  1. Invent something worthwhile.
  2. Design and build it so that people will benefit from and care about it.
  3. Tell the story about it to the right people in the right way.
  4. Show up regularly, consistently and generously for years and years to organize and lead the change you seek to make.

It’s number four that often gets dropped by independently published authors. Showing up regularly, consistently, and generously day-in and day-out for years is hard. This takes perseverance.

It is difficult to persevere when we don’t see the results we expect. Maybe you feel that God called you to write and publish a book. Now, you have done that and are excited about the change it can make in people’s lives. Yet, few people notice or pay attention to you, your book, and your message.

What happens? You get discouraged and quit showing up. I see this over and over again with independently published authors. They give it a good go for about a year. When they don’t see the results they want or expect, they just stop showing up. They stop marketing their book.

Missionary Adoniram Judson felt called of God to take the Gospel message to the East. He ended up in Burma where he labored for six long, soul-crushing, heart-breaking years before he had his first convert to Christianity. After twelve years, he had 18 converts. Adoniram endured the death of his wife and three children during that time. Yet, he showed up day after day, year after year, doing the work that God called him to do.

Paul in Hebrews 12 tells us to “Throw off everything that hinders and the sin that so easily entangles, and run with perseverance the race marked out for us.

Has God called you to write and publish something? If so, this is your race. Run it with perseverance. Show up day after day, year after year, even if only a few people hear your message. Those few people will be blessed for what you have given.