I looked at some reading I had set aside. There was a post about 10 content marketing goals worth pursuing. I’m not exactly about content marketing, because I haven’t figured out anything to try to get you to buy, no program, no ebook. And I realized that I’m content with my current number of speaking gigs, that I love the seminars I’m speaking at, that my consultancy is comfortable. (This is a ironic way to talk about my being a pastor). I don’t need to build as a way of getting somewhere else.
But.
I also realize that you and I are spending time here together, writing and reading and thinking and praying, and that’s it’s own version of asking each other to buy. We’ve spent nearly four years together here, exploring what it means to follow Jesus, taking little steps of thought and action and interaction. You and I are marketing relationship.
So back to the content marketing post. One of the goals is “to explore prospect pain.” The writer suggests that people enter into business relationships (including this kind of business) because they are looking for pain relief.
It made me think. In trying to follow Jesus, there are lots of points of pain. They include
- struggling to understand why things are happening;
- working with spiritual and social and emotional muscles I haven’t used for a long time;
- having uncertainty in relationships that I thought were certain;
- moving from where I am to where he is;
- having to look into the mirror with an intentionality I’d rather not have.
Jesus regularly met people at moments of pain. Sometimes he was responding to their pain. Sometimes he was causing pain for people too comfortable with their own agendas of religion.
It’s an interesting thing to consider.
And so we will.
300 words a day 
Rich Dixon
It’s interesting to keep remembering that marketing doesn’t equal selling…always. Marketing’s about meeting needs, and that mostly happens at points of discomfort.
I spoke yesterday to some managers at a local business, and what they wanted to talk about was real pain, not fake victory. Jesus knew that, so He didn’t pretend and paint over rotten wood to make it look good. You just reminded me of one of my dad’s favorite sayings…and provided fodder for a blog! Thanks.
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Jon Swanson
Rich, always glad to help you write. and well said.
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Greg Zern
Thanks Jon,
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Jon Swanson
you’re welcome Greg.
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Joseph Ruiz (@SMSJOE)
In my experience “pain” = focus when someone is in pain and they think you might have a solution they will usually pay attention. Not always, depends a great deal on what/where one chooses to focus. I look forward to exploring the topic with you Jon.
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Jon Swanson
Joe, this is helpful. Lots of times we try to talk people into things that they don’t need, that aren’t at a pain point. In fact, we create fake pain so they will need what we are offering.
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Matches Malone
Great stuff, as always. I’m thinking that if you weren’t a Pastor, you’d have these same questions as a motivational speaker, even if your focus were different.
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Jon Swanson
it’s possible. And it’s possible that I am a motivational speaker. But when I realize i’m doing that, i step back.
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Susan Pieters
I think your words bring pain relief even though you wrestle with hard things; in fact, it is because you wrestle with hard things. It’s the relief of seeing a real Christian say it’s really hard that makes us sigh, and be uplifted, because the author of lies would rather we think we’re doing something wrong when the going gets tough.
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Jon Swanson
Susan
I was reading this morning that simple and easy aren’t the same. There is a scale for simple/complex and one for hard/easy and one for worthwhile/wasted. Sometimes the hardest thing is the simplest. Following Jesus is often hard, though sometimes simple, and never wasted.
You summarize very well.
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