The circus sideshow has now become a peep-show. For several years, we have watched a marketing-based approach to ministry become the norm in American evangelicalism. The problem with using marketing to build churches (other than biblical concerns) is that people are increasingly desensitized to secular marketing approaches.
In an oversaturated media environment, it is virtually impossible to garner attention. For example, how does one billboard stand out amongst the dozens along a typical commute? Marketers have tried pithy catchphrases and colorful pictures. Beautiful beaches and mountains have been used. There have even been attempts at disseminating serious information. But nothing grabs attention like sex. Suggestive and even lewd pictures are joined by crassly suggestive phrases and double-entendre. The fact that sex sells has become axiomatic in the world of sales and marketing.
Sadly, the axiom is being adopted by many churches. Churches have moved from the carnival barker marketing of the distant past to the production / event marketing of the recent past. Churches are now realizing that isn’t enough. Attention craving, marketing driven ministries are finding it difficult to get noticed in the current market. So they are increasingly turning to what works. They are increasingly selling themselves with sex.
Ed Young, Jr. made national headlines with his “Seven Day Challenge”. Last year, he challenged the married couples in his congregation to commit to seven straight days of sex. To illustrate, he made the challenge while sharing the platform at Fellowship Church with a huge bed. As offensive and unbiblical as the message was, what generated national attention was how it was marketed. Young made several national TV appearances, including CNN. Billboards were rented that promoted the “sermon”. Even more disturbing is the number of copycats it has generated. John MacArthur has said, “Sermons about sex have suddenly become a bigger fad in the evangelical world than the prayer of Jabez ever was.”
One of the latest examples is Daystar Church in Good Hope, AL. I’ve been to Good Hope—other than the huge Daystar campus, there’s not much there. Most of the people who attend Daystar commute from Birmingham. But last month, the pastor Jerry Lawson started a sermon series titled, “Great Sex: God’s Way.” Needless to say, it wasn’t a straightforward exposition of Ephesians 5. While it doesn’t appear that Lawson’s messages were as provocative or lurid as Mark Driscoll’s infamous Song of Solomon series, the purpose was the same. With all the national media attention and marketing surrounding the series (including billboards along I-65 and a CNN appearance), there is no explanation other than a desire to attract an audience. The axiom once again holds true—sex sells.
But is that what we are called to do? Are we, as the church, called to market the Gospel? Is the Gospel a product that we are called to peddle? The answer becomes clear when we understand what the Gospel is. The Gospel is offensive. It is foolishness to those who are perishing (1 Corinthians 1:18). If you have ever endured the stench of decomposing flesh, you understand Paul’s words in 2 Corinthians 2:15-16. To the lost and dying world we are called to reach, the Gospel is a repulsive stench. We can dress up the corpse and perfume it all we want to. But if it is still the Gospel, it is still offensive to lost people. We are not called to peddle the Gospel. We are called to proclaim it—accurately, lovingly, thoroughly, boldly and continually.
Is there a place for preaching and teaching on sex in the church? Yes—in a sensitive, tactful, respectful and reverent manner. Sex within the confines of marriage is a glorious gift from God. It is impossible to systematically preach through the Bible without touching on the subject—especially as a picture of Christ’s intimate love for the church. Sex was given as a picture of the Gospel—not as sophomoric titillation designed for a marketing ploy. When used in that way, it sullies the Gospel and cheapens the gift of sex.
Sex might sell, but it does not save.
2 Corinthians 2:17
In an oversaturated media environment, it is virtually impossible to garner attention. For example, how does one billboard stand out amongst the dozens along a typical commute? Marketers have tried pithy catchphrases and colorful pictures. Beautiful beaches and mountains have been used. There have even been attempts at disseminating serious information. But nothing grabs attention like sex. Suggestive and even lewd pictures are joined by crassly suggestive phrases and double-entendre. The fact that sex sells has become axiomatic in the world of sales and marketing.
Sadly, the axiom is being adopted by many churches. Churches have moved from the carnival barker marketing of the distant past to the production / event marketing of the recent past. Churches are now realizing that isn’t enough. Attention craving, marketing driven ministries are finding it difficult to get noticed in the current market. So they are increasingly turning to what works. They are increasingly selling themselves with sex.
Ed Young, Jr. made national headlines with his “Seven Day Challenge”. Last year, he challenged the married couples in his congregation to commit to seven straight days of sex. To illustrate, he made the challenge while sharing the platform at Fellowship Church with a huge bed. As offensive and unbiblical as the message was, what generated national attention was how it was marketed. Young made several national TV appearances, including CNN. Billboards were rented that promoted the “sermon”. Even more disturbing is the number of copycats it has generated. John MacArthur has said, “Sermons about sex have suddenly become a bigger fad in the evangelical world than the prayer of Jabez ever was.”
One of the latest examples is Daystar Church in Good Hope, AL. I’ve been to Good Hope—other than the huge Daystar campus, there’s not much there. Most of the people who attend Daystar commute from Birmingham. But last month, the pastor Jerry Lawson started a sermon series titled, “Great Sex: God’s Way.” Needless to say, it wasn’t a straightforward exposition of Ephesians 5. While it doesn’t appear that Lawson’s messages were as provocative or lurid as Mark Driscoll’s infamous Song of Solomon series, the purpose was the same. With all the national media attention and marketing surrounding the series (including billboards along I-65 and a CNN appearance), there is no explanation other than a desire to attract an audience. The axiom once again holds true—sex sells.
But is that what we are called to do? Are we, as the church, called to market the Gospel? Is the Gospel a product that we are called to peddle? The answer becomes clear when we understand what the Gospel is. The Gospel is offensive. It is foolishness to those who are perishing (1 Corinthians 1:18). If you have ever endured the stench of decomposing flesh, you understand Paul’s words in 2 Corinthians 2:15-16. To the lost and dying world we are called to reach, the Gospel is a repulsive stench. We can dress up the corpse and perfume it all we want to. But if it is still the Gospel, it is still offensive to lost people. We are not called to peddle the Gospel. We are called to proclaim it—accurately, lovingly, thoroughly, boldly and continually.
Is there a place for preaching and teaching on sex in the church? Yes—in a sensitive, tactful, respectful and reverent manner. Sex within the confines of marriage is a glorious gift from God. It is impossible to systematically preach through the Bible without touching on the subject—especially as a picture of Christ’s intimate love for the church. Sex was given as a picture of the Gospel—not as sophomoric titillation designed for a marketing ploy. When used in that way, it sullies the Gospel and cheapens the gift of sex.
Sex might sell, but it does not save.
2 Corinthians 2:17
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