Marketing used to be about reach, so the ethos became who could shout the loudest.

Now it's about connection and attention. Want to get attention? 

Be useful.

Crazy enough, it's a biblical idea, too. This isn't "get attention" as in "the focus is on me," but consider what Jesus said:

"In the same way, let your light shine before others, so that they may see your good works and give glory to your Father in heaven." (Mt 5:16, CSB)

It's easy to think of "good works" as things like giving to the poor, and and to be sure, it is that. But it's consistent with Scriptural to also consider "work with excellence” as included in “good works.”

Want to be interesting? Be interested.

Want to cut through the noise? Serve usefully and joyfully.

In an earthly sense, your greatest marketing tactic and job security is being useful. But it’s also useful for your work as a minister of reconciliation in the marketplace. It’s a ministry of showing up and being engaged relationally versus transactionally.

Mass marketing Christian-ese and mega-rallies may have once had a place in a world with three television networks, but those days are gone. Now we live in a world where we do not succeed from afar. Submitted to Jesus, the most powerful tactic on the planet is a conversation undergirded by love.