Evangelism and the Dilution of Trust
February 9, 2008Kent Shaffer had a very interesting post on the current dilution of trust in the minds of people regarding advertising:
Last fall, Harris Interactive discovered that people are growing more and more skeptical of the statements that companies make. In fact, 44% of poll respondents think all 17 industries included in the study are generally not honest and trustworthy. They normally don’t believe company statements. From 2003-2007, such distrust grew from 37% to 44% of respondents.
Because people are growing less trusting of advertising and direct messages from companies, it is important to try to create relationships with your target audience. Relationships build trust. They tear down misconceptions, doubts, and stereotypes. And they do so because they make the unfamiliar familiar.
Of course, not just any relationship will do. You must be authentic. Be transparent. Accentuate your desire to meet their needs with your product or service. If money is your priority, it will likely show and compromise the relationship’s authenticity. But if the customer is your priority, customers will notice and begin giving you the priceless gift of their trust.
People are most loyal to companies they trust. When trust becomes increasingly scarce, it makes earning it all the more valuable
While he is addressing this from a business/marketing perspective it really speaks to me regarding winning people to Jesus. Some of my thoughts:
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If 44% of respondents don’t believe claims from companies… in our current culture (scandals etc.) how many would not believe claims from churches (we’ve got to understand that we are going to be initially distrusted)
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In winning, I would suggest as well that it is key to create relationships, build trust and tear down misconceptions, doubts and stereotypes as well.
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As well, we need to be authentic, transparent and have a true desire to meet their needs.
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If they sense we just want to ‘convert’ them it will compromise the authenticity of what we are doing – and make it that much harder for the next person reaching out to them.
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If they sense a genuine concern for them – they will begin giving you their trust.
What are your thoughts? What do you see in this?
hey PB!
you said: “If they sense we just want to ‘convert’ them it will compromise the authenticity of what we are doing – and make it that much harder for the next person reaching out to them.”
however, when we speak of “winning people to Jesus” doesn’t this show that our desire *is* to simply ‘convert’ them?
what if, instead of looking at individuals as ‘people to be won’ we asked God to expand our scope of vision to see more. in fact, what if we were to completely irradicate our thinking in terms of “them” and “us”?
i think if we simply see people as “items to be won” so to speak, we strip them of intrinsic value that they have in being created in Gods image.
just some thoughts.
grace and peace.
jt.
I totally agree! Especially working on campus ministry and seeing the responses of people who we try to talk to. It’s all about loving people and genuinely wanting to see their lives changed for the better through Jesus. Our goal shouldn’t be to ’sell them Jesus’ but to demonstrate his love and tell them about him.