Marketing Isn’t About Manipulating—It’s About Ministering
I used to think marketing was a necessary evil. A game of persuasion, where the one with the loudest voice or the cleverest slogan won. Maybe you’ve thought that too. We see the sales funnels, the psychological triggers, the scarcity tactics—and it all feels… off. Like we’re twisting arms instead of reaching hearts.
But then, the Lord wrecked my thinking.
One day, while buried in strategy plans and conversion metrics, I felt that familiar nudge from the Holy Spirit: Are you building your kingdom or My Kingdom?
That question unraveled me.
I had been approaching marketing like the world—focused on numbers, results, and tactics—without asking if I was genuinely serving people in love. I was using strategies to drive decisions, not minister to souls. And that’s when I realized marketing, at its core, isn’t about manipulating. It’s about ministering.
Jesus, the Ultimate Communicator
Jesus was the greatest messenger of all time, and yet, He never manipulated. He never guilt-tripped, pressured, or twisted the truth for personal gain. Instead, He met people where they were—spoke to their hearts, not just their behavior—and led with radical love and unshakable truth.
When Jesus called His disciples, He didn’t use scarcity tactics: “Follow me now, or this limited-time offer expires.” No, He simply said, “Come, follow me, and I will make you fishers of men” (Matthew 4:19). He gave a vision, a purpose, and an invitation to transformation.
That’s what real marketing—gospel-saturated marketing—should do.
Ministering Through Marketing
If we claim to follow Jesus, then our marketing should reflect His heart. It should:
Speak truth with love – We don’t need to exaggerate, overpromise, or use fear to persuade. The gospel itself is powerful enough (Romans 1:16).
Meet real needs – Jesus didn’t offer a one-size-fits-all message. He spoke uniquely to the woman at the well (John 4), the rich young ruler (Mark 10), and the blind man (John 9). Our marketing should do the same—meeting people in their pain, their longings, their questions.
Invite, not pressure – Jesus never begged or pressured anyone to follow Him. He invited. Our words should create space for the Holy Spirit to move, not force people into decisions they’re not ready to make.
Point to something greater – Good marketing isn’t about drawing attention to us but pointing people toward Jesus and the deeper purpose behind what we do.
A Better Way
So, here’s the challenge: If you’re in business, ministry, or any role where you’re communicating a message, ask yourself—Am I manipulating, or am I ministering?
The world pushes tactics that play on insecurity, urgency, and impulse. But the Kingdom operates differently. We get to market with integrity, trusting that God’s truth doesn’t need embellishment and that serving people well will always bear fruit at the right time (Galatians 6:9).
So today, I invite you to surrender your marketing to God. Pray over your messaging. Let your words be an extension of your ministry, not just a means to an end.
Because marketing isn’t about numbers—it’s about people.
And people aren’t projects—they’re souls.
And souls? They matter for eternity.
Let’s steward that well.
