For years now, I’ve received a weekly “memo” written by a gentleman named Roy Williams who’s known as the “Wizard of Ads.” He and his organization, the Wizard Academy in Austin, Texas, function to teach and consult the owners and managers of small businesses on how to better market and advertize their businesses.
In a recent memo, as he often does, Roy referenced Scripture to support this argument regarding advertising . . .
I’ve never seen a business fail due to “reaching the wrong people.” So why does every business owner instinctively believe that “reaching the right people” is the key to successful advertising?
Who, exactly, do you not want to know about you? Solomon wrote about these things in the 11th chapter of Ecclesiastes:
“If you wait for perfect weather, you will never plant your seeds. If you are afraid that every cloud will bring rain, you will never harvest your crops… So begin planting early in the morning, and don’t stop working until evening. You don’t know what might make you rich. Maybe everything you do will be successful.”
Advertising is a seed that grows in the soil of the customer’s heart. If you will allow this metaphor, it would appear that Solomon advises, “Don’t over think it. Just tell your story every day in every circumstance. You never know who might be listening.”
Matthew, Mark and Luke felt the following moment to be important enough to include in the books they wrote about Jesus. Here’s how Luke tells it:
“A large crowd came together. People came to Jesus from every town, and he told them this story: ‘A farmer went out to sow seed. While he was scattering the seed, some of it fell beside the road. People walked on the seed, and the birds ate it all. Other seed fell on rock. It began to grow but then died because it had no water. Some other seed fell among thorny weeds. This seed grew, but later the weeds stopped the plants from growing. The rest of the seed fell on good ground. This seed grew and made 100 times more grain.'” Jesus finished the story. Then he called out, ‘You people who hear me, listen!'”
Neither Solomon nor Jesus advised, “Target the good soil.” What do you think would have happened if Jesus had attended business school? Would they have convinced him to judge the value of each potential customer from statistical data, or would he have convinced his professors of the efficiency of untargeted message distribution?
© 2013 Roy H. Williams
To me, this was a worthy bit of counsel utilizing the words of two gentlemen who possessed great wisdom, Solomon and Jesus … and valid whether you are promoting a hardware store, a Christian school or a church.
A Day of what? . . .
This recently arrived in my E-mail box from the American Family Association. Since I don’t have children in school, I had not heard of this planned event. You may not either, as you may not have children either … yet you possibly have grandchildren or know Christian families with children who should be aware of this event and, as parents, need to consider and pray about what action to take:
If your child’s school allows ‘Day of Silence’ propaganda, keep your child at home April 19!
Let your school officials know that if they are going to allow social and political action in class, your child will not be there.
The Day of Silence, which is sponsored by the Gay, Lesbian and Straight Education Network (GLSEN), fast approaches. This year it will take place in most public schools on April 19. On this day, thousands of public high schools and increasing numbers of middle schools will allow students to remain silent throughout an entire day – even during instructional time – to promote GLSEN’s socio-political goals.
Parents must actively oppose this hijacking of the classroom for political purposes. Please join the national effort to restore to public education a proper understanding of the role of government-subsidized schools. You can help de-politicize the learning environment by calling your child out of school if your child’s school allows students to remain silent during instructional time on the Day of Silence.
Parents should no longer passively countenance the political usurpation of public school classrooms through student silence.
Marlin
