December 17th, 2009 by E. Stephen Burnett
(This was originally published under a slightly different title at my older site, FaithFusion.net. I’m reposting it here mostly because of “inspiration” — ha ha! — after seeing this, and referencing Challies’ earlier review of the “Your Best Life Now” Game. Yes, there really is one.)
So, Ralph Lee Laufenburger, The Weeping Pastor™! You’ve gone through Bible school, conferences on church growth, and finally have a ministerial position at Christian-Light Community Church in Kansas City, a middle-size congregation that you’ve made even larger during the time of 11 years. Your church, already on local television, is soon to go on syndication to many spiritually oriented cable networks, as well as TBN.
Now, you’ve written a proposal for a book. And we here at the public-relations and marketing firm of Rosenwald, Farnsworth, Sneed and Morningstar are certain that proposal has promise.
Here we have for you a list of proven marketing methods. They are sure to work, first in Christian bookstores nationwide, then eventually even the featured-items aisles and displays of real bookstores. We are sure the following steps will also bring about certain success!
1. Table of contents
We find your book proposal definitely impressive. Jesus Wept is a catchy title. It is based on a short, pithy Bible verse that is too often overlooked in today’s church. We believe your genteel writing style is appealing. The best marketing will match your book’s theme: everyone must see anew the value of weeping as Jesus once did. This of course is the “magic bullet” to everything that ails not only the Church, but people’s personal lives.
Here is our suggested text for the front inside-flap text. The back one will have a photo of you.
Have you ever wondered if a wise being, somewhere, is looking upon the state of his world, and crying?
What would happen if you met him? And you found not the angry God you imagined, but a tearful Father who only wants to lavish his love on you?
God is not angry with the world. In fact, he is sorrowful over the things so many people do to cheat themselves. They give up their dreams, they settle for less, and they fall for so many lesser things than the love and acceptance he has promised.
He weeps over you, just as he once did. Let Ralph Lee Laufenburger, The Weeping Pastor™, show you anew how to allow yourself healthful sorrow in your newfound love and hope.
When you, with help, write the book, its contents will be based on messages you’ve given, and a focus your church’s staff hopes to push in your new television program. It must be spiritual, but not too deep.
Please be sure to include some Bible verses in the book, here and there. We find taking them from different translations, at least 17, ensures the points are made most effectively.
Also helpful will be only single verses at the beginning of each chapter. Have the chapter’s contents have something to do with those, even if only one word ties them together. Other sources, including rare quotes from other bestseller authors, poets, filmmakers, mystics, and the Rev. Robert Schueller, will be cited in the back bibliography.
2. The book itself
The first printing will be in hardcover, of course. On the front, we will include a picture of you, Ralph Lee Laufenburger, The Weeping Pastor™, smiling. Our photographers will make sure your hair, tuxedo, tie and fingernails are done well. You will be looking your best, all nice and handsome and sweet. This will increase the book’s appeal to the members of your reading audience. Our research has narrowed them down into the following demographics:
- People watching your television program.
- Nominally churchgoing middle-aged women in secret-sisters book-of-the-month clubs.
- Little old ladies who have come into the Christian bookstore to buy cool-neon-covered Bibles for their teen grandchildren, in their hope that the teens will, at minimum, stop necking in the backseats of cars.
- People buying books for others, whom the gift-givers consider Spiritual, so the givers know the recipients will definitely enjoy the book because it is Spiritual too.
Ads in Christian periodicals, endorsements from church-growth experts and popular evangelicals who are forging new seeker-friendly outreaches, will also help give a jump on sales.
Here we are talking about American periodicals and Christian media. International marketing, such as the United Kingdom, and especially Russia and the People’s Republic of China, will prove more limited. We find Christians in China do not respond well to new material of such spiritual magnitude. Our staffers continue to study this phenomenon.
3. Book tour
Our campaign will certainly bring requests for interviews, likely beginning on local Christian programs. Here, you will show the value of your ministry’s theme by erupting in tears multiple times. Like God himself, you weep, instead of getting mad, over the plight of people who are not living their lives well and following their dreams. And you wish for so much better for them.
4. Reviews
This will lead to another jump in sales. Your Amazon.com rankings will increase and we will respond by negotiating with the publisher to purchase marquee shelf displays in Christian bookstores. Christian periodicals will review your book. For many in the target demographics (see section 2), the reviewers’ perspective doesn’t matter, so long as they have included a picture of the cover with you on there looking all handsome and smiling.
Statistically, about one out of nine reviews will likely prove negative. Our advice: take it in stride. They are simply mired in their theological traditions. In further TV interviews, now at the cable-network stage, you will weep over them also.
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