Marketing Faith using mediocrity

I regularly join in a discussion at Flickr with a group of church marketing professionals and there was a recent discussion on marketing buzzwords.

A clearly novice individual asked for “cool churchy words”

“Just want to get some ideas and inspiration from you guys, I'll start:

relevant
ignite
collide
engage
transform
unite
become”

No explanation as to why they were needed, or what the words would be used for. The post was just a mysterious request for a lexicon of esoteric buzzwords that everyone has seen in the last few years. What ignited was a firestorm of annoyed professionals schooling the thread poster on his ignorance.

It was a public paddling of a guy who will likely not post again.

To be fair though, it's a much needed discussion for others on the board to see and really a great example of what goes horribly wrong in marketing the Christian faith in America. People forget why they do what they do and why it matters. Too many times designers ape what they see in the marketplace. When we do that in the church for the most important message we can communicate the entire piece becomes watered down. As a believer in Christ, I are supposed to be salt and light in the world. Salt draws out flavor in food and light brings comfort and peace when evil things scatter away for safety.

There is a temptation for mediocrity in everything we do. Aiming toward excellence is and will be a constant struggle.