{"id":536,"date":"2006-06-27T22:26:25","date_gmt":"2006-06-28T02:26:25","guid":{"rendered":"http:\/\/www.danielharper.org\/blog\/?p=536"},"modified":"2006-07-21T00:19:53","modified_gmt":"2006-07-21T04:19:53","slug":"guerilla-marketing-for-churches-pt-5","status":"publish","type":"post","link":"https:\/\/www.danielharper.org\/blog\/?p=536","title":{"rendered":"Guerilla marketing for churches, pt. 5"},"content":{"rendered":"

I’ll still be on the train when this appears, and I’ve posted this in advance pending a full wrap-up of General Assembly….<\/em><\/p>\n

More from Jay Conrad Levinson’s Guerilla Marketing Excellence<\/em>, as adapted for church marketing. Part 1 of the series has a general introduction to Guerilla Marketing. [Link]<\/a><\/p>\n

*****<\/p>\n

The danger of originality, Guerilla Marketing’s golden rule #23:<\/p>\n

Don’t invest money in originality when the investment should be in generating profits.<\/p>\n

Originality. It’s what collectors look for in fine art. It’s what entrepreneurs avoid in guerilla marketing.<\/p><\/blockquote>\n

This golden rule of marketing works somewhat differently in church settings. In liberal churches, we are not looking to increase profits. But as religious entrepreneurs, we are trying to grow our churches by increasing the number of active members and friends. (Remember that an “active member” is best defined as someone who shows up for worship services; if you want to know how many active members you have, calculate the average worship attendance for the past year.) <\/p>\n

In spite of the differences, this golden rule of guerilla marketing for religious entrepreneurs still holds true. Avoid originality in your marketing materials! Or as Jay Conrad Levinson says:<\/p>\n

A guerilla repeats what works.<\/em> Whenever you run a successful ad, run it again<\/em>. Whenever you engage in a profitable promotion, engage in it again<\/em>….<\/p><\/blockquote>\n

Oveer the years, by talking to newcomers to churches, I have learned which guerilla marketing materials actually work. Although there will always be differences from church to church, probably these same things will work for you:<\/p>\n