A Biblical Approach to Marketing Series – Intro | Part One

To begin my study of A Biblical Approach to Marketing, I grabbed my Strong’s Exhaustive Concordance and looked up the first of the key words – “Sell.” As I read and studied the first passage, I was amazed at the wealth of insights and principles it contained! Here is an outline of what I discovered:

Verse:
Genesis 25:29-34 “And Jacob sod pottage: and Esau came from the field, and he was faint: And Esau said to Jacob, Feed me, I pray thee, with that same red pottage; for I am faint: therefore was his name called Edom. And Jacob said, Sell me this day thy birthright. And Esau said, Behold, I am at the point to die: and what profit shall this birthright do to me? And Jacob said, Swear to me this day; and he sware unto him: and he sold his birthright unto Jacob. Then Jacob gave Esau bread and pottage of lentils; and he did eat and drink, and rose up, and went his way: thus Esau despised his birthright.”

Insights for Meditation:
The basic premise of selling/buying is that each party is giving something of value in exchange for something which he perceives to be of greater value. Jacob viewed the birthright as being of greater value than the food he was cooking, whereas Esau viewed the food as being of greater value than his birthright.

Jacob didn’t have to convince Esau that he needed the food. Esau already felt the need for it quite desperately.

Jacob took advantage of Esau’s physical weakness. Once Esau had satisfied his hunger, he recognized the inequality of the exchange and knew that what he had parted with was of greater value than what he received.

Principles for Application:
It is most effective to target those who already have a felt need for the topic my book addresses.

I must effectively convey the belief that what I am offering my potential customer is of greater value than what I am asking them to part with in exchange for it, presumably money.

I must strive to ensure that the product I offer is of greater value to the recipient than what I ask of them in exchange for it. I want them to remain assured of its value even after they have “partaken” of it. In other words, I want them even after reading my book to be glad that they made the purchase.

Questions for Consideration:
What lasting value will my customers gain if they purchase my book?

What is a just price to charge for my book?

Should I offer a money-back guarantee?

Is there anything my potential customers could give me in exchange for my book that is of greater value to me than money? (i.e. an endorsement, a review, personal recommendation to other potential customers, etc.) – Consider Proverbs 22:1 “A good name is rather to be chosen than great riches, and loving favor rather than silver and gold.”

Should I implement an affiliate program?

What people already have a felt need for the topic my book addresses? What is the most effective way to target them and let them know about my book?

What sorts of approaches would pique the curiosity of my target audience and persuade them to purchase my book?

Steps for Implementation:
□ Identify my target market and the best outlets for conveying information to them.
□ Compile list of people to whom to send Advance Review Copies (ARC) for endorsements.
□ Develop a referral/recommendation/affiliate plan (possible idea: for every ___ people that purchase my book and indicate a particular individual as the one who referred them, I will send that referrer a free copy of my book).