How To Advertise Your Church

They just put up a new sign on the billboard that is 65 yards from the Church I serve. I’ve been told that the very small piece of land that the billboard is anchored into was thought to belong to the Church at one time but in some kind of contested setting it was determined that the sliver of land belonged to another party and they thought it was an ideal place to plant an eyesore.

Anyway… the new sign advertises a recent Church start up in Charlotte named ‘Real life Church.’ Twenty something, Randy Shiver is the ‘Pastor’ of this fledgling group. Randy is a Joel Osteen fan but comes across more like the Robert Duvall Character in the film, ‘The Apostle.’ I met Randy once and he told me that he had studied Theology at Crackerjack Bible College, and that ‘I try not to get into Calvinism and that other one issues. What’s important is that people need to get saved.’

When one looks at the sign one sees, arranged against a white background, four images positioned in a linear fasion from left to right, with each image following the previous image and connected by ‘plus signs.’ Each image has a caption underneath of it explaining its significance.

The first image is a picture of a spilled out bag of coffee beans with a cup of steaming coffee placed upon a saucer that has two sugar cubes placed upon it. The cup and saucer look to be fine china. Underneath the image is the word, ‘Beans.’

The second image is a picture of a Caucasian 30 something male and female who are dressed as if they are going to hit the night clubs. Underneath this image is the word, ‘Buds.’

The third image is a picture of a single pair of faded blue jeans. Underneath this image is the word, ‘Blues.’

The fourth image is a picture of a Caucasian 20 something guitarist wearing a cut off t-shirt and blue jeans. He is sporting a fro hairdo and is in a pose doing the splits in mid air as if he has just jumped off one of those huge amplifiers at a Rock -n- Roll concert. Underneath this image is the word, ‘Band.’

Underneath all of this is the name of their Church — ‘Real Life Church.’

Remember we are advertising a Church.

First, I want to look at some small matters concerning the marketing angle of this.

I was a bit surprised that all three people placed on the sign were Caucasians. In our multicultural era it would seem they would have had enough sense to put an Asian or a Black person on the sign. Still, we must keep in mind that Charlotte is a very white community and their marketing surveys probably informed them that non-Caucasian people on the sign might not be attractive in this community.

The second thing that surprised me was the coffee that was in a fine china cup sitting on a fine china saucer. I would have thought that in marketing to the twenty and thirty somethings they would have put the coffee in a Styrofoam cup.

Clearly though they are marketing their church to what young adults in our culture value. I noticed in their alliterative use of the letter ‘B’ in their captions they didn’t use the word ‘Bible’ to advertise their church. Hmmm…. I wonder why that is? Also I was of the decided opinion that they would attract more people if instead of a picture of coffee with the caption ‘beans’ they would have place a picture of a foaming stein of Beer with the caption, ‘Beer.’

The thing that should be noted is that the sign shouts that Church is about what people want. ‘Attend here and we will give you what you want.’ And yet, the problem with the fallen sinner is that they always want everything to be about what they want. So, this Church, like most Churches today, is selling itself as the place where you can go and be titillated. But in Biblical Churches every week the law damns those who attend and the Gospel brings them back to life. This church is one more version of, ‘what can I get out of church,’ while Biblical Christians worship with the mindset of, ‘we have assembled here to give praise to the Triune God.’ The former mindset sees church as being about those who attend. The latter mindset sees Church as being about God who is the recipient of Worship. The former never gets past the horizontal. The latter attempts to be vertical.

As I think about the sign and the prevalent churches that dot the American landscape that reflect what that sign is communicating I think about the old 1980’s sitcom ‘Cheers,’ and its theme song.

Making your way in the world today takes everything you’ve got.

Taking a break from all your worries, sure would help a lot.

Wouldn’t you like to get away?

Sometimes you want to go

Where everybody knows your name,
and they’re always glad you came.
You wanna be where you can see,
our troubles are all the same
You wanna be where everybody knows
Your name.

You wanna go where people know,
people are all the same,
You wanna go where everybody knows
your name.

Really, in these kind of Churches all you need to do is get rid of the sexual dynamics that were part of the series and their churches would be just like Sam Malone’s Bar. Pastor Randy is just an ecclesiastical version of a combination of the Cheers Bartender’s ‘Coach’ and Sam Malone. People in our impersonal culture are dying to be connected interpersonally with other people and if they can find that inner connectivity in a bar or a Church its all the same. Humans were made to be in fellowship. Indeed, it is an open question if it is possible to be human and not be in fellowship.

Now, I think camaraderie is certainly part of a living and vital Church but such camaraderie has to be based on a shared vision of the transcendent and exalted God of the Bible by a people who are counter-cultural. The problem with ‘Real Life Church’ is not that it wants to provide camaraderie. The problem with ‘Real Life Church’ is that it makes that camaraderie its teleological end.

Having said all of that, I firmly believe that ‘Real Life Church’ will soon be one of the biggest Churches in Charlotte.

Didn’t somebody say something about cisterns that cannot hold water?

The Living Presence Of God

“The living presence of God in the heart of authentic Israelite culture, that is, in Israel’s laws and ordinances, explains why the Psalmist so loved the law and ordinances of God. They were sweet to him, a joy to keep and a light to ones path, because the Lord God of Israel was present in them. His presence gave to them their sweetness, their joy, and their light; to keep the law accordingly was to enter into the presence of the living God Himself. The life that one lived by keeping the law was the life of the Lord God Himself, and the character of that life was the character of the Lord God Himself. Biblical theology is therefore not produced but received from the God of Abraham Himself. Accordingly, authentic biblical theology is of a particular character, for it is a description of the particular Lord God who stands at the heart of biblical worship, who has brought Israel into being and given to him his distinctive character and identity.”

Kenneth Paul Wesche
Pastor — St. Herman’s Orthodox Church
Essay – Keeping The Faith

Let us posit that Wesche’s observations are correct just for the sake of argument. Let us agree that the living presence of God was in the heart of authentic Israelite culture, that is, in Israel’s laws and ordinances. Now as Reformed people we all confess that those who lived in the anticipatory covenant were living in an age front loaded with the eschatological ‘not yet.’ Now certainly there were adumbrations and lineaments of the eschatological ‘now’ but overall the age of the anticipatory covenant was weighted with the eschatological ‘not yet.’ Now, if even in the eschatological age that was weighted with the ‘not yet’ God’s living presence was in the heart of authentic Israelite culture how is it that so many Reformed people deny that in this age that is weighted with the eschatological ‘now’ — weighted so since the ‘age to come’ arrived in the advent of Christ — God could be be in the heart of authentic Christian culture?

Here we are living in the new and better covenant — new and better because the Kingdom has drawn near in the resurrected and ascended Lord Christ — and yet we are told by some that though the Israelites knew the living presence of God in the heart of authentic Israelite culture, those who comprise the new Israel must realize that the living presence of God cannot be possibly known in culture since there is no approximation of a such a thing called Christian culture.

Secondly, note the high estimation of God’s law that Wesche records about the members in the anticipatory covenant. Their delight was in God’s law and on it did they meditate both day and night. Now, quite obviously they did not love God’s law because they could use it as a ladder to acquire acceptability with God, but rather they loved God’s law because they were a Redeemed people, who being acceptable with God because of God’s provision in the sacrificial system, knew that life, shalom and vitality was found in a due respect for God’s law. Again, we should be reminded that this love for the law was found in the people who only dwelt in the anticipatory covenant. As Christians we are living in the ‘age to come.’ In light of that how much more should we find God’s law sweet to us? How much more should we as Christians, who will never increase our acceptability with God by loving the law, find God’s law a joy to keep and to be a light to our path? How much more should we testify that we love the law because the Lord God of Israel is present in them? Do we believe that God’s presence gives to the law its sweetness, its joy, and its light? Do we believe that to pursue the keeping of the law accordingly is to know the presence of the living God as Father?

Third, allow me to suggest that this quote gives hints that the supernatural comes to us in a way that is far different then the way we typically look for the supernatural. We look for the supernatural in the spectacular and the astounding. Perhaps though we should find the supernatural nearest to us when we participate in a community that is breathing with the presence of God as seen in its collective attention to and individual incarnation of God’s law. Is not the supernatural demonstrated and close to a people, who possessed by the Spirit of the Word of God, get that word of God into everything they touch and build? Is not the supernatural seen in families living out Christ? Is not the supernatural seen in Churches exalting Christ in Word and Sacrament? Is not the supernatural seen in communities that build their civil social institutional structures rooted in the Word of God? The Pentecostals have it wrong. The supernatural doesn’t normatively come to us in flashes of brilliance or demonstrations of strangeness but rather the supernatural comes to us in the rhythms of living in a community devoted to Christ the great Priest King. The living presence of God remains in the heart of authentic Christian culture.

Superiority Of Western Culture

“Cultures are equal in value only if there is no standard against which to judge them. The culture of the West, infused as it is with Christian values, is superior to any other, and all the valid charges against the West are indications that it has betrayed its own heritage. It is not superior because it is wealthy. It is wealthy because it is superior, because it believes that work is a calling, that matter is important, that reason is a gift of God. This culture, God’s gift, transmits its material blessings along with its interpretation of reality.”

Herbert Schlossberg
Idols For Destruction — pg. 72

That which differentiates Christian from Pagan society

“It is not enthusiasm, but dogma, that differentiates a Christian from a pagan society.”

T. S. Eliot
Christianity and Culture: The Idea of a Christian Society and Notes towards the Definition of Culture — pg.47

It seems in our church and culture today that enthusiasm is like a drug, the dosage of which, constantly needs to increased in order to get the same high. In light of this one can hardly fault those who abjure from the cult of enthusiasm who look upon Christians and mock the whole notion of what passes for Christianity. To be honest, there are times, when I don’t even want to be known as a Christian.

The more we continue to pursue enthusiasm, the more we communicate to our children that Christianity is about attending F.I.R.E. conferences, and the more we refuse to attempt the heavy lifting of knowing, understanding and entering into our dogma the more we will justifiably be characterized as pagan.

Cultural Ecosystems

“Our anti-philosophers are especially vulnerable in this age, because the media fill our environment with popularized philosophies. Marshall McLuhan was right in saying that environments tend not to be noticed….We see many of their explicit contents, but the environments themselves are imperceptible. We do not see the environment, as Os Guinness says, because we see with it. That means we are influenced by ideas we do not notice and therefore are not aware of their effect on us. Or, if we see the effect, we find it difficult to discover the cause.”

Herbert Schlossberg
Idols For Destruction – pg. 7

The Chinese have a proverb that says, “If you want to know what the water is like, don’t ask a fish.” The thrust of the proverb is the same as the thrust of what Schlossberg is getting at above. Like a fish swimming in water people swim in their culture and like that fish in water, a person in their given cultural environment, doesn’t tend to notice the ecosystem of which they are a part. For a fish not noticing that ecosystem is no problem but for people not noticing their cultural ecosystem can lead to grave problems when that ecosystem and the assumptions upon which it is premised is in revolt against King Christ.

It takes a great deal of work to begin to see the cultural ecosystem in which we live, and where the work is successful the result can be a sense of alienation if one concludes, as a result of the work, that there is something profoundly wrong with the cultural ecosystem in which one is living. People who are self conscious regarding the cultural ecosystem in which they are swimming and who take great pains to point out the deficiencies of the premises upon which the cultural ecosystem is built are sometimes called prophets. People who like their cultural ecosystem don’t typically like prophets — hence the alienation.

Most people spend their whole lives not questioning their cultural ecosystem. They absorb their convictions by way of the osmosis that comes in the course of being saturated in the culture. I believe when the Apostle told the Romans that they were not ‘to be conformed to the world’ his warning was tantamount to saying don’t absorb the premises of non Christ honoring cultural ecosystems. I believe Christians, by definition, are supposed to be a people who do the work of seeing the cultural ecosystem in which they live for what it is.

The reason that this work is so difficult is that it often amounts to taking out your eyes in order to look at them. That is how close the cultural ecosystem is to people who live in and with their system. As the quote says above we see with our cultural ecosystem and so in order to see it we have to either get out of it or we have to get it out of us in order to examine its premises and how it is shaping us in troublesome directions.

Lord Christ, grant your people grace to see with and not through their eyes.