The church is not a business, but in some ways, we should act like one. The same strategies that are effective in traditional marketing are often effective in evangelism.

In the absolute simplest terms, both involve convincing someone to take action—whether it's buying a product, attending an event, or reading a book.

The church has always borrowed from traditional marketing. Paul wasn’t the first person to preach in the streets, the Westminster divines weren’t the first to print pamphlets, and our churches weren’t the first to distribute leaflets through letterboxes.

We have to balance doing what’s effective, trying new, often unproven methods, and being willing to stop what is ineffective.

We are called to be wise stewards of our money. Is the best use of funds to continue distributing leaflets that has led to no conversions in over 10 years, or should we invest in other strategies?