Take a minute and think about your target customer.  Before you go any further, be sure you’re thinking about the people you’re still trying to reach.  In other words, not the lifelong, dyed-in-the-wool, raving fans.  Instead, think about the people that you would like to reach but haven’t yet pursuaded to embrace your product or service.  If it helps, close your eyes and spend a few minutes thinking about who
it is that you are really trying to reach.  Think about the needs of
the person that you’re trying to reach with your product or a service.

Got them in mind?

Ok, now that you’re thinking about the person you’d like to reach but haven’t yet reached, recognize that:

"If you want to reach people no one is reaching you’ll have to do
things that no one else is doing.  In order to do things that no one
else is doing you can’t do what everyone else is doing."  Craig
Groeschel

Think about that statement.  Make sense?  It really does.  If you want to reach people whose needs aren’t being met by anyone (and for lots of us that is at the heart of what we’re doing), then doing what everyone else is already doing won’t work.  If it could work, it would already be working.  Hmmmm.  This says something profound about what many of us are doing.

One of the highlights of the Willow Creek’s Leadership Summit was Craig Groeschel’s session.  Groeschel,  Senior Pastor at LifeChurch.tv, is a great communicator.  Very inspiring and absolutely clear on their mission.  One of the most creative churches in the country.  In fact, if you haven’t seen their 30 Days to Live series you owe it to yourself to check it out.

How To Reach People No One Else Is Reaching
  • Jonathan Petersen

    Excellent post, Mark. In marketing, it’s called differentiating your product or service. The same is true in meeting the spiritual needs of people. Will you be reviewing Craig Groeschel’s book “It: How Churches and Leaders Can Get It and Keep It”? You may want to watch brief videos about the book’s message at http://www.zondervan.com/it and http://floatingaxhead.com/2008/08/11/the-power-of-it/

  • Thanks for jumping in Jonathan! I’ve ordered the book and am really looking forward to reading it. Thanks for the links! I’ll definitely take a look.
    mark