It’s a common perception in today’s world that the businessman—especially the one involved in sales and marketing—is to be viewed with skepticism. And not only has the twenty-first century consumer developed a negative perception of sales reps, but the Christian businessman also wrestles with questions as to how he should market his products while keeping a clear conscience. Sometimes we even question whether marketing is a legitimate occupation for a Christian.
It is true that much of the marketing today lacks the principles we value, such as integrity, humility, and love. Some marketing may adhere to those principles, yet advocates consumerism, materialism, and discontentment. Sadly, this is also the case among some Anabaptist businesses. How can we advertise our products and services without violating the teachings of Jesus?
In the book Lessons from a Prodigal Marketer, author Roy Herr presents a biblical perspective of sales and marketing. During his twenty-five years of experience in marketing, Roy has developed a passion for bringing biblical values into the workplace.
But it wasn’t that way at first.
For Roy, the early years of business were difficult; however, he was determined to survive. While hard work and sweat helped pull him through, this same determination slowly became an idol. Biblical principles and relations were sacrificed for the sake of sales. Thankfully, some people and events in Roy’s life opened his eyes to this selfishness.
With a new perspective, and seeing marketing from a new set of eyes, Roy is now passionate about helping other businessmen develop marketing strategies that align with biblical principles. In this book, he explains five principles that should guide your marketing techniques. These five principles are outlined as pillars, all resting on the foundation of love. Each of these pillars is frequently compromised in the marketplace today. But for the “prodigal marketer” who has returned to the Father’s house, there is a better way. Let’s take a look at each one:
The Foundation: Love
When Jesus was asked which of the commandments is the greatest, He said, “Thou shalt love the Lord thy God with all thy heart, and with all thy soul, and with all thy mind. This is the first and greatest commandment. And the second is like unto it, Thou shalt love the neighbor as thyself.” (Matthew 22:37-39)
All of our marketing techniques and efforts must be built on this foundation. After all, the rest of the law (biblical principles) rests on these two commandments.
Pillar One: The Principle of Truth
The Bible teaches us that a false balance is an abomination to the Lord. We also know He delights in a just weight. We know that telling the truth is non-negotiable. If you use words like always, never, best, or flawless, make sure that you can support them honestly. A temptation that a marketer faces is to advertise with scenes and photos that do not line up with reality. Do we set accurate expectations in our ads and deliver as we promised?
In the book, the author gives the reader practical advice on how to accurately portray your business to your potential buyer.
Pillar Two: The Principle of Humility
I’m certain that many businessmen have pondered whether humility and marketing are compatible. And we do well to ponder that question. Is it possible to promote your goods without boasting? Yes, it is. By reading this book, you will learn how to market your products and services from the perspective of solving a problem for the customer.
When we advertise and market our services with a humble attitude, this mentality will affect our choice of words and the overall presentation. This book contains multiple ad examples that are helpful to use as you evaluate and compare to your own.
Pillar Three: The Principle of Contentment
Can we market our products without driving consumerism? We may not be responsible for our customers’ choices, but we are responsible for our influence.
Contentment also changes the motivation for business growth. Without contentment, business growth is for selfish reasons. The author shares some insight on determining how much business growth is appropriate for a prodigal marketer.
Pillar Four: The Principle of Service
Service is the act of caring for others and considering their needs before our own. When we adopt the world’s mentality of marketing, we place our sales ahead of the customer’s best interest. But we need to consider our business and knowledge as a helpful resource to guide customers in the direction that is best for them.
We must also consider whether our products serve a useful purpose and benefit society. Every transaction should improve and bring value to the lives of our customers.
Pillar Five: The Principle of Stewardship
Stewardship is carefully and responsibly managing what was entrusted to our care. Many secular business books also teach and promote efficiency, but often only for personal gain. The book Lessons from a Prodigal Marketer teaches stewardship on a much deeper level. The prodigal marketer realizes that God created all—and thus owns every resource. A good steward manages these resources and strives for efficiency, but only within obedience to the divine Owner.
Summary
By using these foundational principles, this book will help you analyze your marketing in the following areas of your business: research and strategy, lead generation, lead conversion, customer experience, and branding. For those seeking to love God and neighbor through their business and marketing efforts, this book will be a valuable resource.