One of my friends who is a physician always gives the patient a pamphlet on the medicine he prescribes. He tells the patient...you MUST read this, to understand the ALL POWERFUL WHY. The genius of this Dr's advice is that he understands that the greatest motivation comes not just from knowing what medicine to take, but by knowing why one should take it, and what happens if one doesn't take as prescribed.
We find this also when we deal with our children. Many times we focus on what we want our child to do, but fail to show them why they should do it. For instance...if I tell my son to brush his teeth regularly (what to do) and expect him to do it because I said so, that would be one thing. However, if I tell him he needs to brush his teeth, or he will develop cavities, and have to go to the dentist who will stick a needle deep into his gums, drill his teeth, and maybe even pull one...
Or, if I tell him that if he does brush his teeth, he will have a beautiful smile and more people will like him, he will be more successful, marry the prettiest girl, etc.
I have given him the ALL POWERFUL WHY, and I will be buying more tooth paste.
We find this too is critical when we make an offer or an appeal on a broadcast. If we only describe the product or the mission, and only talk about what it is and what needs to be done, we will fall short in getting the audience response we desire.
But if we give them THE ALL POWERFUL WHY, we will be amazed at the difference in response.
One of our clients does this so well, and his broadcast gets tremendous response. When offering a book or teaching series, he tells the viewer, "the reason we have produced these materials is to help you study the Bible for yourself...it is vital that you study God's word and develop the knowledge of how to function in God's kingdom... people perish for the lack of knowledge ...we help you acquire the understanding of how to function, succeed and prosper in God's kingdom. Without this knowledge, you will be ineffective; frustrated ...this is WHY we have prepared these materials. (My paraphrase).
In other words, tell what is in the product and why one must have it. In my opinion, the fundamentals of effective direct marketing advertising have not changed...show the product, extol the benefits, and ask for the order.
Extolling the benefits is giving people the ALL POWERFUL WHY... What the product will do for the viewer if he orders it,and how he will suffer if he doesn't.
Do you see a person or an object when you encounter someone new? With the needs of the Ministry and with your heavenly vision constantly on your heart, it is easy to view people as objects rather than human beings who have needs, desires, and dreams of their own.
As it has been said, objects are to be used, and people are to be loved. Many times there is a great temptation to want to use people, and love objects. It is human nature and true for all of us. Yet it is God's nature to do the former. We sometimes find ourselves torn between the two perspectives.
At BMCFerrell, we always counsel ministers to consider everything they do as ministry to people. Oral Roberts once said,"everyone is sick in some way...it is our job to heal them." We believe that if we truly meet the needs of the people, it can't help but follow, that the people will meet the needs of the Church/Ministry.
According to David Ogilvy in his classic book, Ogilvy on Advertising, Bill Bernbach was one of the "six giants who invented modern advertising". In today's communications revolution, where everything is changing at warp speed, we should remember Mr. Bernbach's wisdom:
"Human nature hasn't changed for a billion years. It won't even vary in the next billion years. Only the superficial things have changed. A communicator must be concerned with the unchanging man-what compulsions drive him, what instincts dominate his every action, even though his language too often camouflages what really motivates him. For if you know these things about a man, you can touch him at the core of his being. One thing is unchangingly sure. The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail."
Here is why:
One of His core values is service. He has been known to wash feet, heal sick customers, and even feed them fish dinners. He loves them so much, he dedicated
His life for their good, and it eventually cost Him His life.
He finds out so much about them, He even knows how many hairs are on their head.
Talk about market research!
His value proposition is out of this world.
"Look. I am knocking on your door" He never wants to delete any prospect from the file.
He sends His Spirit to guide them. He agressively pursues the inactives. "He seeks and and saves the lost"
Through His Spirit, He gives messages direct to their heart.
His customers become evangelists and they utilize all forms of media.
Those who have acquired His product are written in a book and stored at the home office. (heaven)
Those who invest and sacrifice for the company can even get a 100 fold return on investment (ROI)
He never uses gimmicks.
"When I see three oranges, I have to juggle. And if I see two towers, I have to walk."
These remarkable words were spoken by the tightrope-walker, Philippe Petit, in answer to the question of the police as to why he had walked (at 7:50am) on a rope shot with a crossbow from one tower of the New York World Trade Center to the other. When Philippe had seen the two spires of the Notre Dame in Paris, he had done the same. "L'Art pour l'Art" is this highwire artist's philosophy.
When they asked Philippe Petit why he wanted to walk on a slender wire strung between the two tallest towers of New York City, everyone thought he did it for money, for publicity, for fame. But he said, "If I see three oranges, I have to juggle. And if I see two towers, I have to walk." (from The Genesee Diary, by Henri Nouwen)
God has called and gifted many with a great vision to reach the world for Christ through media.
When I see one I believe in, I have to help. When I see a guitar, I have to play.
When you see _________, what do you have to do?
1. productive use of resources 2. competence
The sons of Issachar had understanding of the times, and they knew what Israel ought to do. (I Chronicles 12:32) It doesn’t take a son of Issachar to understand that the issue of efficiency is front and center in our society in these times.
Due to the current economic conditions, businesses, families, communities, non-profit organizations and Churches, are all being forced to find the most “productive use of resources”. As painful as it is, THIS IS A GOOD THING. Since all resources come from God, we are only stewards. As stewards, we must be found faithful.
Efficiency needs to be addressed aggressively in all levels of government, especially in Washington D.C. (But don’t get me started…) Having worked with churches and ministries over 25 years, our goal at BMCFerrell is always to help our clients spend their funds wisely. Those doing God’s work have a sacred trust to handle the tithes, offerings, and donations given by the generosity and many times, sacrifice, of good people. If anyone should be committed to efficiency, it should be us.
In addition to helping you steward resources in the production and distribution of your media, BMCFerrell has expertise to help achieve efficiency in every area of your organization. We have an “efficiency expert” on our team, Eric Millington. As a consultant, he has helped major companies save millions of dollars by improving their processes and management of revenue. His name is Eric Millington, and he is available to help your Church or organization. Give him a call!
One Pastor recently said to me, “Ben, this is a great service to have as a part of your company, it is so needed.” Call today for more information on this important service.
“Tis the season.”