I Won’t Dodge This Character Issue

Can We Market With Integrity? Ever?

Last week, American’s gathered around their appetizer-laden coffee tables to watch the annual competition of commercials. I mean the Superbowl.

Yes, there was an incredible game. Yes, there was a blackout. Yes, there was a trashy half-time show. But thanks to Apple, who back in 1984 made a movie-like commercial that stole the hearts and minds of millions, commercials are a major sideshow competition during this sports-food-fun-fest we call the Superbowl.

Commercials during the Superbowl are everything from shampoo to snack chips to new movies to cars and trucks.

Right now, I don’t want to discuss those who use lust and shock to hawk their products, but I do want to address those who use the heart-string-tug to market.

I don’t usually soapbox these sorts of things, but I’m going to soapbox this, and I hope you forgive me.

I’ve been studying marketing for the last few months, and I don’t at all claim to be an expert. Frankly, I’m a rather pathetic marketer. But one thing I can’t stand is marketing in such a way that says:

“You are an amazing person. But you will be a better person if you buy this product.”

I saw this twice in two car/truck commercials during the Superbowl.

First, the truck commercial.

Yes, farmers are hardworking individuals. I know. I am a farmer, even though I don’t have my cow yet. But using sentiments like they did in order to sell trucks is an insidious form of manipulation.

Paul Harvey is probably turning in his grave.

My husband put it this way, and I was glad for his wisdom:

“This nation has such a deficit of character that people are drawn toward any show of character, even if it’s used to manipulate them.”

The kind of character Paul Harvey talks about in this solute to farmers: we desperately need that kind of character in this country. Even if it’s just grassroots and hardly anyone sees it. And we need to solute character like that. But should we use that solute to sell stuff? Isn’t that manipulation? Isn’t that turning our backs on the idea of character that we were just praising?

Then there was the commercial about cars and soldiers. In fact, we don’t even know it was a car commercial until the very end. I’ve never been a soldier, but I’m thankful for solutes to our country’s brave men and women. They defend my freedom to be able to write this, and all the other things I write. God bless them!

But I don’t want to drive a vehicle simply because a solute to soldiers made me teary.

If you’re curious about these two commercials, here are the links:

http://www.youtube.com/watch?v=AMpZ0TGjbWE

http://www.youtube.com/watch?v=FadwTBcvISo

I’ve had a good, hard, honest look at my marketing strategies this week. I write about the issues of sex-slave trafficking, so we’re talking about an issue that not only tugs at the heartstrings, but actually grips your gut until you cry out to God to send a deliverer. In the midst of marketing my books, I DON’T want you to buy them because, “You’re a wonderful person, but buying my book will make you better.”

Only the Holy Spirit will make you a better person.

But I do want to let you know about my books. And I want to let you know about these books with integrity, honesty and a clean conscience.

Do I want you curious about my books? Sure I do. This is how I make my living.

Do I market in the best way? Probably not, but I’m trying, I’m learning, and I’m leaning into the Lord. I don’t want to dodge this character issue.

So, Christian authors, while we’re marketing our books, let’s not take our cues from the world’s methods of marketing.

Thoughts? Wisdom? I’ve probably stepped on dozens of toes. If you disagree with me, I’d love to hear what you have to say!