I’m using this highly alliterative title as a demonstration.
We, as humans, are oft-driven by an attraction to witty catchphrases. You probably noticed a superfluous repetition of the letter “S” in the title of this entry and immediately became relatively curious as to what I’m writing about.
In a way, you could say I’m marketing my blog to you by trying to “sell” it with a catchy title. In fact, we’re all bombarded by a fusillade of similar marketing pitches daily. Whether it be a product, a service, or an idea, someone’s always trying to sell you something. This marketing relies on the consumer-driven mindset of humans, which, in my opinion, is part natural and part cultural.
Human beings are naturally created, in a sense, to be consumer-minded. We’re created with reason and will and must inevitably make choices that will benefit us. This is part of the story of human survival; through a basic consumer’s attitude, we know not to eat poisonous mistletoe berries (which can be fatal), but instead enjoy blueberries and raspberries. This type of discrimination has remained with us to the present day, where it is brought out in very new situations.
Since the beginning, marketing has occurred to appeal to man’s consumer instinct. In the Garden of Eden, Satan craftily used marketing—in the form of temptation—to coax Adam and Eve into “buying in” to sin. Referring to the fruit of the forbidden tree, the serpent said, “in the day you eat from it your eyes will be opened, and you will be like God, knowing good and evil.” Likewise, marketing today “tempts” people into buying into things by making lofty claims and promises or by appealing to a person’s insecurity and fear.
However, although marketing has persisted throughout the millennia as means of manipulating consumer-driven people, today’s culture is filled with an unprecedented level of propaganda and marketing. While humans have always been consumers, is is only in the present age that the “ism” morpheme has been attached to the word “consumer,” as our society becomes increasingly materialistic. Today, advertising has reached unbelievable heights as new media allows consumers to be reached and make purchases within the comfort of their own homes. There is an entire industry wholly dedicated to marketing; companies know how to sell things effectively.
But companies aren’t the only ones trying to sell something.
With a charge to be evangelistic, Christians are certainly trying to “sell” the gospel, to some extent. This is not necessarily a bad thing. After all, we bear witness and give testimony in order that others might come to know Christ. If we want people to know Jesus, we’re undoubtedly going to try to get people to “buy in” to the gospel. What makes this dangerous, however, is our method of doing so.
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