Design: The Marketing of Jesus
The miracles of Jesus was like content marketing. The entire plan of salvation is, but perhaps it’s most obvious in the human-to-human contact, when the God-man literally touches others. Applying Gary Vaynerchuk’s Jab, Jab, Jab, Right Hook philosophy of marketing, Jesus’ miracles were just a lot of jabs (giveaways), before going for the right hook (the “big ask”), which in Christ’s case was “Follow me.”
Providing free and valuable solutions that solve a problem or pain point, builds trust and keeps you engaged with the giver of content, which makes it easier to eventually sell that value for a price. Miracles weren’t the end game. Discipleship was. Jesus took people down (or up) a salvific sales pipeline, which hopefully ended in a conversion (pun intended).
Nothing’s new under the sun. Jesus made the TV and billboard advertising form of forgiveness irrelevant by engaging in native advertising. How so? The mainstream, mass media, theatrical sanctuary process that was on display in the middle of the Jewish community began to crumble when he started simply expressing phrases like, “Your sins are forgiven.” That’s it. No theatrics, no mantras or holy tools. Just a few words. And that’s what companies are doing today. They’re embracing simplicity, being more social, with less frills and a short, clear message.
I’m sure there are tons of books out there already, but one day I think I’ll write one on the Marketing of Jesus, from the Old Testament all the way up to the New. I’d go as far to say that the most effective marketing designs today pattern after the Master Marketer himself. There’s a reason why the Bible has been the world’s bestseller for so long. Perhaps it’s time to find out.