Author: Anne Marie Miller

There appears to be a trend catching on in this postmodern clique of Gen Y’ers: Swearing.

I remember the first time I read a four-letter word on another “clog” (church blog). I thought it was so amazing and remember thinking,

“That is what it’s all about! If I only had the cajones to be that authentic – that real with people…fearlessly staring down our legalistic forefathers. And, if Donald Miller can say bastard in his book, well, heck – no – well, hell, I can say whatever I want to! Yeah! – no – Hell, yeah!”

Many of my real life friends and virtual cohorts have taken the liberty in their verbiage. After all, it’s not about rules. It’s about Jesus. And love. And relationships. Whether or not we use soft swear words isn’t life or death. Nobody’s losing their salvation. Those who are more “conservative” just need to let it go…

Right?

Maybe not…

I was reflecting back on the summer a couple years back when I got my eyebrow pierced. It was my seventh piercing. If you’re not familiar with the culture in Kansas, piercings aren’t exactly acceptable. In the back of my mind, I knew this – but I wanted to be different. I was working full time in student ministries, and I wanted to relate to some of the skater kids I worked with. And I wanted to present a non-conformist attitude to the Banana Republic wearing culture I lived in.

Ironically, more and more people were getting facial piercings and jumping on the same rebellious, body modification bandwagon I was on. It may have been nonconforming in intent, but the truth of the matter was I was just as guilty as conforming to that particular culture as the Johnson County soccer moms were to theirs.

In the same vein, there are those of us who intend to be authentic. To be real. To show the mess, the dirt, the rawness of our imperfect lives and need for grace. But I really have to wonder – how much of it is necessary? Do we really have to cuss or brag about our liberties to drink in moderation while expecting those with different viewpoints to get over it and realize we are “just being real?” Are we being real – or are we just being…edgy?

We walk around donning our “It’s about loving people” halos but seem to neglect – whether we like it or not – fundamental truths about living like Christ in all aspects, in addition to the clear command to love.

Are we really being honest when we do these things, or are we just conforming to an edgier fad of Christian living? More importantly, are we accurately representing Christ?

Over the last year and a half – maybe longer – I have been plagued with a nagging question that leaves my spirit restless and the more I pray…the more I seek…the more I try and listen…the more the restlessness refuses to leave, begging me to keep praying, keep seeking, and keep listening.

My background is in communication design. Anything having to do with visually communicating a message is where my natural niche resides. I promote and advertise anything because it’s what I naturally do.

Since in the last few years I’ve been fulfilling that role in as a vocational church employee, I often walk the line between what is necessary as far as “marketing the church” and “is this necessary at all?” I struggle because marketing, in the sense of advertising, happens whether it is intentional or not. And I struggle because having intentional plans is a good thing, even when it comes to the message of the church.

But has the local church taken church marketing too far?

I did a Technorati search on “Church Marketing” and came across this blog. John O’Keefe writes:

it is easy to sell, “come to our church, our pastor is handsome”
it is not easy to sell, “come to a faith that tells you to love the unlovable”

it is easy to sell, “come to our church, we have great music”
it is hard to sell a faith that says, “come to a faith that seeks you to be silent”

it is easy to sell, “come to our church, we have some great programs”
it is hard to sell a faith that says, “come to a faith that tells you you must be active in reaching the needs of others”

it is easy to sell, “come to our church, we have a wonderful and clean building – with a ton of parking”
it is hard to sell a faith that says, “come to a faith where we will meet on a hill side, and you will need to walk five miles to get there”

it is easy to sell, “come to our church, God loves you”
it is hard to sell a faith that says, “come to God, and by doing so love others – even to the cost of your life”

it is easy to sell, “come to our church, we love america”
it is hard to sell a faith that says, “live for the kingdom of God, and love those who hate you.”

I couldn’t have said it better myself.

As a marketer, I see the need for target markets, for knowing your audience, and other marketing principles you learn. But as a Christ-follower, I often wonder if by marketing the church, we’ve bowed down to the American consumeristic mindset which has evolved into a slogan-filled, attention-grabbing, who can come up with the most polished looking piece of marketing collateral-tsunami.

Isn’t our target market PEOPLE? Does it really matter if those people are ages 30-45 with an annual household income of $85,000, with 2.5 kids and a dog who shop at Pottery Barn and eat at Panera? Does the gaping hole in their soul, longing for a Love really exist soley after the fact their houses cost $190,000 and they drive a minivan? Can’t the love of God shine through our lives more than a four-color, glossy, die-cut postcard?

I think we have it backwards sometimes. I really, really do.