“You are the light of the world. A town built on a hill cannot be hidden. Neither do people light a lamp and put it under a bowl. Instead, they put it on its stand, and it gives light to everyone in the house. In the same way, let your light shine before others, that they may see your good deeds and glorify your Father in heaven" Matthew:5:14-16
Some years ago, before I was in the hired into the ministry "full time”, I worked in the field of Adverting. I had the opportunity to handle many different types of accounts, some were large, some small. Some of our clients understood the value of having a well thought out ad program, others had a less than structured program or clear understanding of how advertising works. Businesses which advertised, in general did, and do, more business.
I helped clients develop a lot of newspaper advertising schedules
over the years which were effective in getting their message out to the public
and as a result, their markets and revenues increased. In short adverting
really does work.
Ad Mistakes
Others however would want to insert small ads crammed full of too much information, it would be displayed a few times then stopped, again with minimal results. Too much, too small.
Some new clients would place a mid-size ad and have it in the paper only a few times "to see what happens" . They would then discontinue the ads only after a short time.
Other business would place an ad only when they had a special event or sale.
These advertisers would hope that their ads would be noticed and bring results, yet they ended up almost always disappointed, and would conclude that advertising was ineffective. Others would declare that the cost was too much, the cost too high.
Sometimes the text or copy was not well
thought out, other times it was not carefully reviewed, one such ad was for a
day care center for children. The ad copy was meant to read "bring us your children and we'll nurture them” ,
instead it read "bring us your children and we'll neuter
them" . Needless to say, these "typos"
do not help a business to be profitable.
What Goes Wrong?
Why did the advertiser ads fail them? What
went wrong? In adverting there are principles that bring results. An ad,
regardless of its size and even if it is full color will soon be forgotten by
the public it is is displayed only once, no matter
how well the ad is design.
A small ad with too much information will be ignored by the
public, simply due to the public's' limited attention span. or they just do not
have time to read it therefore they will not read it to find out how the
advertisers can benefit them. This type of ad becomes printed background noise and is ignored.
An ad displayed for a one-time event then
drops from view is soon forgotten when the event ends.
Those who are just trying "to see what will happens” by placing a few ads
then discontinue, will find little results because the public has no time to
become familiar with them, who they are, where they are, and what they do and
public will not know what they have to offer. This occurs when business owners lose
patience.
T.O.M.A
What these advertisers failed to do, was to develop
Top of Mind Awareness, or T.O.M.A,
which means, that when the public becomes so familiar with a business' name
after being exposed repeatedly and constantly to their adverting, they begin to
have name recognition. That is, when a person has a need they think of a
particular business for goods and or services. Simply, when they have a
need they think of the ads they have seen.
TOMA is developed when an advertiser displays their
ads with a balanced size and frequency. When this is done both the advertiser
and the public profit. The advertisers discover what they gain, far outweighs
the cost.
Like advertises, Christians can make some of
the same mistakes concerning the Christian life and our relationship with the
world around us. Part of our calling of being Christians, is to present a
message to the world around us of what a relationship with Jesus Christ is about,
the benefits which they can have in this relationship in such a way that those
around us too would want to become Christians.
Ads
Often Christians, or even churches will do one
big thing hoping that this will bring the results of others coming to believe
in Jesus. There may be some initial interest, but without reinforcement on a
frequent basis, this interest fades and is soon forgotten.
Some Christians like some ads are “too full of information" and are very willing
to share it with others, often at the most inopportune moments that become more
of a distraction, and in the end a nuisance, they become just so much "background noise" . They are ignored
and over looked. A few might take a moment to investigate their claims but most
will not.
Some Christians will attempt to advertise
their faith "to see what happens" When
the results are not what they hoped for they discontinue and give up. Some may
even fall back into old patterns and life styles
Some will have a one-time event in their
lives, some unique occurrence they will tell others about Jesus, but often they
run out of reasons for sharing their faith fore it was based on a one-time
event.
Spiritual TOMA
What will work, what should a Christian's ad
program look like if we are to develop TOMA in the
minds of those around us? How can we advertise our relationship with Jesus so
that when people think of Christianity, they think of us when they become aware
of their need for Jesus will they know that we can help them?
In others words is there is Spiritual TOMA, Top of Mind Awareness, that we are Christians?
We are to be living advertisements of and for
Jesus Christ, ads that are noticed with the right placement, size and frequency.
"You are the light of the world. A town
built on a hill cannot be hidden. Neither do people light a lamp and put it
under a bowl. Instead, they put it on its stand, and it gives light to everyone
in the house. In the same way, let your light shine before others, that
they may see your good deeds and glorify your Father in heaven"Matthew:5:14-16
Jesus tells us here that we Christians should
be in plain view that others might see.
I might add, the right copy, with no typos,
will so that others will see in us the benefits (blessings) of being
in a relationship with Jesus Christ all in plain view so the world around us
can see. We are to have an accurate and informed message that attracts others
to Jesus lived out in each and all Christian’s lives
" Do your best to present yourself to God
as one approved, a worker who does not need to be ashamed and who correctly
handles the word of truth" .2Timothy:2:15
Jesus tells us that the fruit of this relationship with him should be
seen as well.
“I am the vine; you are the branches. If you
remain in me and I in you, you will bear much fruit; apart from me you can do
nothing. If you do not remain in me, you are like a branch that is thrown away
and withers; such branches are picked up, thrown into the fire and burned. If
you remain in me and my words remain in you, ask whatever you wish, and it will
be done for you. This is to my Father’s glory, that you bear much fruit,
showing yourselves to be my disciples."John:15:5-8
This fruit is seen by those around us and will
lead them to glorify God.
The Apostle St. Peter writing to Christians tells us that others should see our
lives properly displaying all that is available in a relationship with Jesus,
and that this is a large part of our calling, but to do so in a balance way
that is genuine without pretense, and this is to have ongoing frequency, which
means it is our life.
"But you are a chosen people, a royal
priesthood, a holy nation, God’s special possession, that you may declare the
praises of him who called you out of darkness into his wonderful light"
"Live such good lives among the pagans that, though they
accuse you of doing wrong, they may see your good deeds and glorify God on the
day he visits us." 1Peter:2:9, 12
We Christians are to be able to answer the
inquiries from those who inquire of us regarding our faith in Jesus
Christ.
"But in your hearts revere Christ as
Lord. Always be prepared to give an answer to everyone who asks you to give the
reason for the hope that you have. But do this with gentleness and respect,"1Peter:3:15
The Best Ad Program
The best advertisement we can have, is
that others see the genuine unselfish love that we have for and toward one
another and for Jesus. This above all things will reflect not just our love for
each other’s but God's love for all, this has the greatest power to attract
others and is the best advertisement there can be, it will point others to our
Lord Jesus who has, and is, everything that any and all could ever need or
want.
“A new command I give you: Love one another.
As I have loved you, so you must love one another. By this everyone will
know that you are my disciples, if you love one another.” John:
13:34-35
This Love, when it is seen in our lives, will
best the best ad program to develop that TOMA in the minds of
others, so that when they think of Christians, they will think of us.
Benediction: May we each and all be living advertisements,
showing others what a relationship with the Great God looks like. Today,
tomorrow and forevermore ..Amen
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Rev.Todd Crouch, Norman, Oklahoma
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