Marketing the Gospel Day 3: Your Creative Content
Truly, truly, I say to you, whoever hears my word and believes him who sent me has eternal life. He does not come into judgment, but has passed from death to life. (John 5:24, ESV)
Jesus said to him, “I am the way, and the truth, and the life. No one comes to the Father except through me.” (John 14:6, ESV)
As a graphic designer, this is the aspect of marketing that I am most involved in. Creative content is essentially the images and words that you use in your campaigns. Sometimes it’s creating a graphic for an ad, a banner for our website, a video explaining how to use the product, or a blog talking about all the product’s benefits. When approaching a gospel campaign, it’s very similar. Think about the gospel messages you’ve heard over just the last year. The message was always the same, but the delivery was different each time. We all have diverse thought processes and personalities, so the same gospel message that may be clear to some may be disinteresting to others. So, how do you make creative content?
Before we get too far, you need to understand that the Word of God, on its own, is enough. I am not in any way saying that we must add to or subtract from the Bible. We are explicitly told not to do that very thing! The gospel in and of itself is enough to preach, but sometimes we need help understanding the words. During Jesus’ ministry, He often used metaphors and parables to help people understand the truth of the gospel. When He shared the story of the lost sheep, He was teaching His audience that God finds each individual person important and offers salvation to all. When He talked about the lost son, He was teaching them that redemption, restoration, and salvation is available for all, no matter how far they have strayed. Christ understood the importance of preaching a gospel that is clear to your audience, and we should approach it the same way.
The night I got saved, I didn’t have a verse or the words of a hymn. I didn’t have a long confession session and I didn’t need to talk to anyone. My 9-year-old self sat silently in her bed and repeated the words “I know” in her head. It was like a puzzle for me. Suddenly, all the gospel messages that had flown right over my head became clear. Christ died on the cross for me and all I have to do is know and trust that it was for me. I know that Christ died for me and that’s all I’ll ever need. Now, is this the ultimate gospel message, and we all should just copy and paste until the end of time? No. It was perfect for me because that is how God knew I would finally understand it all. So with this knowledge, let’s create some content.
First, you need to consider your audience. Just like I wouldn’t run an ad targeting 50-year-old men to buy a floral cover journal, you probably wouldn’t stand up in front of children and have a complex gospel message. You want to cater to the majority of your audience. If you’re speaking mostly to kids, and even adults like me, use physical examples or engaging stories that correlate to the truth of the gospel. You should make sure to use smaller vocabulary words and terms they’re familiar with, so the message isn’t lost on them. If you’re speaking to a group of male inmates at a correctional facility, you’d probably take a different approach. Meet your audience where they are and they’ll be more likely to comprehend what you’re saying.
Second, always include Scripture. As I mentioned before, the Word of God alone is enough. Therefore, every message should be built from Scripture. Whether you are sharing it from a platform, teaching a Sunday School class, or sharing with a friend, the Word of God should be the basis of your message. Continuously point your audience back to Christ.
Finally, use what you know. When we are presented with opportunities to share the gospel personally, it is commonly a peer that runs in the same circles we do. If it’s a coworker, maybe use a work reference to help them understand a specific aspect of the gospel. If it’s a close friend who thinks very similarly to you, share your testimony. God has put us exactly where we are to be used as a light, and that will look different for everyone. I may speak differently to my friend about the gospel than you would share it to a child in your Sunday School class. Use what you are familiar with and what you know about a person or a group to cater your message to them.
My challenge to you today is to pay attention. Learn about your coworkers. Listen to your friends. Gather this knowledge and use it to help build on your creative gospel content. Once again, pray to God to give you guidance and to create opportunities to share the gospel. However you are planning to share the gospel, do it with confidence and clarity, knowing that God is with you.