ALPHA: The Anti-Sales-Pitch Gospel

It is called the Rule of Seven and it was developed by marketing expert Dr. Jeffery Lant. It is one of the reasons that Christianity has become so distasteful to so many people in western civilization.

The Rule of Seven states that, “to penetrate the buyer’s consciousness and make significant penetration in a given market, you have to contact the prospect a minimum of seven times within an 18-month period.” My dad, who sold life insurance among other things, summarized it thus: “It takes six NO’s to get a YES.”

I can remember my seminary professors making similar statements regarding evangelism. I don’t fault those men. They were simply trying to obey Christ’s command to make disciples with all the energy and expertise they could muster. But their methods, so closely modeled on the most effective sales strategies of the twentieth century, only alienate people today. All of us are so tired of being “sold,” so fed up with being approached as prospects with Pay Pal accounts, instead of people with problems and needs, that anything that smacks of marketing, anything that treats us like just another “YES,” is insulting. We mute commercials, hang up on phone solicitors, mass delete our inboxes and even slam the door when the Girl Scouts come cookie calling. (OK, that’s hyperbole. I don’t know anyone who isn’t a sucker for a seven-year-old selling Slim Mints).

Add to that the political stench that follows evangelicals like the dust cloud around Charlie Brown’s friend Pig-Pen, and one wonders why anyone would ever be interested in the message of Jesus.

The Alpha Course is the antithesis of those things. That’s one of the reasons the church I lead is offering it for the fifth time since 2011. First, The Alpha Course is completely apolitical. More importantly, it isn’t built around a sales pitch of the gospel. It is a course, Christianity 101 if you will, founded instead on two fundamentals: Process and Community. Learning is a process that happens best when we learn in the presence of friends. This is what makes Alpha so enjoyable and encouraging. No one is pressured to “buy” anything and all questions are welcomed in a community of friends who’ve gotten to know one another through shared meals and laughter.

Alpha is for everyone. If you’ve been a church member all your life, you will enjoy it. If you’ve never entered a church or considered Christianity, you will enjoy it and come away enriched with new understanding and new friends.

Find an Alpha Course near you by visiting http://www.alphausa.org.

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