1. Know you audience
2. Know what you audience wants
3. Know what your audience needs
Let's look at these more closely from the viewpoint of discipleship. 1. Audience: As Christians, this should be easy. Our audience is anyone who does not yet know Jesus as savior. 2. What our audience wants can be a bit tricky because there are many varied answers. However, I think we can construe that universally people want hope, a sense of belonging, acceptance, authentic relationships with people, and relief from physical and emotional torment. 3. What the audience needs can also be tricky, because it doesn't always align with what they want. We need forgiveness, restoration, love, and an intercessor who can connect us with our creator in an eternal manner. Successful products and marketing campaigns find ways to connect the consumers wants and needs. As Christians this should be very good news. Nothing can compare with Jesus. He can do it all. In theory, with a product like Jesus, we shouldn't be able to keep the shelves stocked. As a disciple, I am to go and make disciples. Easy right?
Matthew 28:19-20 Go therefore and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit, teaching them to observe all that I have commanded you. And behold, I am with you always, to the end of the age.”
So far so good. Okay, now pause and take a step back. If Jesus is the total package, and fits both the needs and wants of the consumer, why is demand so low. Why does it seem like Christians work so hard to convince people of the value of Jesus only to see them walk away empty handed and unhappy? Most still in search of that elusive "something" they are missing. Maybe we need flashy lights and cool videos. Maybe we need some big gimmick to draw in hungry consumers. Or maybe we just need a new perspective. Obviously, the problem isn't Jesus...It's us.
Picture this: You are at home eating dinner with your family. A man knocks on the door. You answer and are obviously shocked by what you see before you. He is filthy, ragged, smelly, and just down right gross. He tells you that he's hungry. You feel for him. You really do. And, being the good Christian that you are, you know about the soup kitchen that will be open tomorrow for lunch. You pass the word along. You even give him directions and a phone number he can call. You close the door, feeling good, and finish dinner with your family. He walks away encouraged at the hope of a meal in his near future, but still hungry now.
"So, what's that little story have to do with anything?" you many wonder. Well, I'll tell you. We are mis-marketing Jesus. We go out looking to make disciples. Our intentions are pure. Like most consumers, we meet people who are impatient. They want what they want and they want it NOW! And what do we Christians do? We sell them Heaven. And, because some of them are so broken, hurt, and tired, the prospect of relief in the future is enough for now. But tomorrow is a different story. They may have hope for tomorrow, but they are still in need for redemption now. But they don't yet understand the power of Jesus. We sold them Heaven via Jesus, and so that's what they understand Jesus to be capable of. I'm not saying that's not a very powerful thing. But, for many it doesn't solve their needs for today. Many become frustrated with their new purchase and just toss it aside and go out looking again for a present time cure.
As Christians, as disciple makers, we have to show the world that Jesus is all of the above! Is he hope for tomorrow? YES! But even more importantly to many, he is also hope NOW. He is relief NOW! He is that "something" you are searching for NOW!
Matthew 4:17 From that time Jesus began to preach, saying, “Repent, for the kingdom of heaven is at hand.”
Jesus is telling us. Look! I am here for you today, tomorrow, and for eternity. You don't have to wait for me any longer. You can live Heaven now. And the message for us as Christians is this: Don't sell Jesus short. Tell the whole story. The only way we can show others what Jesus is now, is by being those things ourselves. Perhaps then we will achieve true discipleship.
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