Marketing in a fallen world
_“Whatever you do, work heartily, as for the Lord and not for men”_ — [Colossians 3:23](https://biblia.com/bible/esv/Col%203.23)
Have you thought about how to market your business in a fallen world? Marketing that capitalizes on weaknesses and bad habits of people work on the short term, but is it good for your customer and your business on the lorm term?
I had an interesting chat with a friend in the Netherlands about those shady marketing tactics we all hate. You know the ones — using misleading images and words to get people to buy stuff. We agreed that businesses shouldn’t have to resort to these tricks.
Now, I’m not naive enough to think this type of marketing will disappear anytime soon. I also don’t think it’s a company’s job to know everyone’s weak spots or that they should be blamed for every decision an individual makes.
Our conversation got me thinking about why so much marketing is the way it is — overly sexualized, exaggerated, and downright misleading. It’s like, why does it have to be this way?
I’m going deep into the world of marketing, looking at the good, the bad, and everything in between. I’ll explore some key biblical principles and how unethical marketing goes against them. Don’t worry, I won’t name and shame any brands or products — no free publicity for them! Finally, I’ll discuss how to do marketing right, in a way that aligns with godly principles.
Tricky marketing “works”
Marketing has turned cars, celebrities, politics, food, and countless other things into idols for centuries. When we idolize anything, it’s like putting God in second place, which isn’t how we’re supposed to live ([Exodus 20:3](https://biblia.com/bible/esv/Exod%2020.3)).
_“Woe to those who call evil good and good evil, who put darkness for light and light for darkness, who put bitter for sweet and sweet for bitter!”_ — [Isaiah 5:20](https://biblia.com/bible/esv/Isa%205.20)
And let’s face it, clever marketing works. It’s just a matter of whether the marketing is used for good, neutral, or bad purposes. According to a study by [smallbizgenius](https://www.smallbizgenius.net/by-the-numbers/advertising-statistics/), when ads showed people chewing two pieces of gum at once, chewing gum sales doubled. People were influenced by what they saw on TV. There’s nothing inherently wrong with that — it just shows the power of advertising.
Unethical marketing, however, comes in many forms: overly sexualized, misleading, off-topic, and over-the-top. This might surprise some of you, but scarfing down that hamburger won’t land you a date with a supermodel. The real issue is that our society has become so numb to these images and messages that it often goes unmentioned (but definitely not unnoticed). Billboards promoting sex and alcohol are everywhere in big cities across the United States. Unfortunately, children are exposed to this type of marketing all the time — especially during sports broadcasts.
If a commercial needs an auctioneer to speed-read a barrage of risks and disclaimers at the end, it’s likely the content is misleading. If you need a DVR and a magnifying glass to read the fine print at the end of your TV ad, there’s a strong chance that your advertisement relies on partial truths or sensationalism. While sometimes comical, these rapid-fire disclaimers can be quite dangerous for consumers. To be clear, I’m not talking about instances where disclaimers and disclosures are necessary or required by law.
Tricky marketing “works” in this world because it appeals to the carnal desires or bad habits of its viewers. And many people support the brand after being shown these advertisements repeatedly. Why? Because some marketing takes a shallow approach to get people to make quick decisions in the brand’s favor. Sure the advertising might be supported by research and data for effectiveness, but that doesn’t make it right. In some cases, the people and businesses behind unethical marketing are more concerned with monetary results than the well-being of the consumer.
We wouldn’t see sinful and unethical ads if they didn’t “work” and if big media budgets weren’t fueling a high volume of this style of marketing. Even if you’re a Netflix user and you effectively avoid advertisements on the screen, you can’t go to a mall without seeing scantily clad models all over the walls and storefronts.
What are the consequences of tricky marketing?
Anyone backing sneaky marketing tactics because they work in today’s world is just being shortsighted. There’s more at stake here than just business — there are deeper implications for both the marketer and the consumer, especially if this leads to a cycle of bad behavior.
Can you really tell the difference between good and evil? That’s the real question every marketer and consumer should be asking.
Unethical marketing is turning people into zombie consumers who just want instant gratification. We need to remember that most good things take time and don’t need deceptive ads to sell them. Marketers using these tricks end up trapped by their own dishonesty, and consumers become hooked on products that never really live up to their promises.
_But you might say, “I don’t have any problem with [insert food brand]’s commercials. Their food isn’t the best but it fills my stomach.”_
The problem with tricky marketing is that it sells you more than just the product or service. It sells you a permanent feeling or emotion that the brand wants you to link with their product. But that feeling either never really happens or fades quickly after you buy and use it. Ethical marketing, on the other hand, aims to actually deliver on all its promises, both direct and implied.
My hope: You realize that Jesus Christ is the only one who can truly satisfy the needs and desires of your soul.
Keeping the promises that marketing promotes
Whenever I write an article headline or craft a call-to-action, I challenge myself to deliver on my promise. I’m not perfect, but I try my best. For example, if a headline teases certain information, I make sure the article delivers it. When I send a [marketing service](https://www.naomedia.co/our-mission/) proposal to a prospective client, it outlines the value I’ll provide and the terms for timeframe, deliverables, and payment. These are agreements, and everyone should stick to them. Things just work better when people do what they say they’re going to do. Do you think all the marketing we see today really delivers on its promises?
Marketers aim to seek, attract, inform, compel, convince, and convert potential customers. But once a customer takes action, are they satisfied? In a perfect world, marketers would have total confidence in the quality of what they’re promoting, but that’s often not the case. Businesses should focus on delivering quality products, services, and customer support just as much (if not more) as they do on marketing activities. At the same time, marketers should present products and services accurately.
We’ve all seen those TV commercials for restaurants where the food looks like a gourmet masterpiece, only to be disappointed when we try it. Why does this happen? It’s because the world teaches marketers to put lipstick on a pig. But God teaches us to be honest and excellent, leaving the results to Him. Speaking of excellence in marketing your business…
Tips for marketing in a fallen world
This article isn’t meant to give marketers a pass for lazy or uninspiring work. Many folks behind tricky marketing campaigns work really hard. The problem is their effort goes into negative or misleading tactics, but they’re definitely putting in the work!
All marketers, especially those with good and honest intentions, should do their best to promote excellent products and services. I aim to be one of the most skilled, informed, and God-honoring marketers out there, and you should have the same goals for your work.
Here’s how I think you should market your business in this crazy world:
- Keep the Bible in Mind: Always think about what the Bible says about your content and how you share it. Don’t make anyone stumble because of your content, especially fellow believers ([Matthew 18:6](https://biblia.com/bible/esv/Matt%2018.6)).
- Pray Throughout the Process: Start and end every marketing project with prayer. And don’t forget to pray during the campaign too ([1 Thessalonians 5:17](https://biblia.com/bible/esv/1%20Thess%205.17))!
- Market with Love: Treat your customers with love and respect ([Mark 12:33](https://biblia.com/bible/esv/Mark%2012.33)). Think about how you would like to be marketed to.
- Think Morally: Consider the moral implications of what you’re promoting. For example, there’s no righteous way to market something like pornography.
- Keep Your Promises: Make sure your call-to-action is connected to a product or service that actually delivers on its promises.
- Watch Your Inputs: Avoid consuming negative content that could give you bad ideas. Be the one to influence the world, not the other way around.
- Use Humor: Don’t forget to use your sense of humor. God made us to laugh for a reason.
- Don’t Sacrifice Quality: Be patient and always put your best foot forward. Cutting corners is not the way to go.
- Take Bold Risks: Don’t be afraid to take bold and creative risks ([Psalm 56:11](https://biblia.com/bible/esv/Ps%2056.11)).
By using these and other wise marketing tips, your business will do excellent marketing that builds trust with your customers.
If you make Jesus Christ the center of all you do, you can do [branding and marketing] in a way that honors God. Original and honest marketing that’s done well connects more deeply with people. So why do it any other way?
