I was watching the news and saw another story about a trendy church promoting their new teaching series about sex. Their marketing campaign included, among other things, provocative mailers, flyers and even a billboard ad. This is perhaps the third time I’ve seen a church market a series like this in our city just in this past year, and it honestly embarrassed me, again.
Why? Don’t get me wrong. I’m not at all ashamed by the subject matter or by the fact that a church is willing to talk about it. I’m embarrassed as a Christian and as a pastor because the gimmicky appeal simply perpetuates the negative stereotype of Christianity that it is a cheap and shallow religion. You see, many people already think that Christianity is an American religion that derived in the last few hundred years, and this kind of ploy only reinforces that perception.
Any student of religion knows that Christianity is certainly not a modern invention of American culture, and it is absolutely not even a Western religion as its origins and foundations are in the ancient Middle East. In fact, its Judaic roots go so far back into history that in its incipient form Christianity can make the claim that it actually predates all the other religions in the world today. But, you wouldn’t know that when you get a mailer or drive by a billboard like that here in the United States, would you?
No, you’d probably think that Christianity is an American invention created by the founders of our country as part of the great American experiment. As Christianity is often presented in our culture today, you might easily get the impression that it is a religion that exists to serve the needs of American citizens and to make their lives better here in this country. But, that is simply not what Christianity is about.
In his book Amusing Ourselves To Death, Neil Postman wrote this: “I believe that I am not mistaken in saying that Christianity is a demanding and serious religion. When it is delivered as easy and amusing, it is another kind of religion altogether.” American Christianity, when it is portrayed as light and entertaining, is not really Christianity at all. It is, as Postman says, “another religion altogether”.
Personally, I’m having a hard time picturing James or Peter back in Jerusalem sticking flyers in the doors of their neighbors inviting them to come hear a series on “How to have great sex” or “How to be successful in your trade”. Had they done so, I’m quite sure more people would have shown up, but those people would probably have gotten the wrong impression about Christianity.
They would likely have drawn the conclusion that Christianity is there to serve their needs and provide them the keys to living a more fulfilling existence. And yet, that isn’t what Jesus offered to his followers during his time on earth. Jesus told his disciples that following him wouldn’t add more friends, it would subtract them. Following him wouldn’t make them more successful, it would likely take it away. And, following him wouldn’t give them a better life, it would probably cost them theirs.
When Jesus preached wherever He went, we see that He deliberately thinned the crowds who had gathered by calling them to count the cost of following after him. People came from all over, perhaps hoping to hear something they liked, but we read in the gospels that many turned away from him when Jesus didn’t tell them what they wanted to hear.
What resulted after this exodus was a gallery of followers who were fewer in number but who also were more sincere and devoted in their faith. This small band of disciples were more than willing to give up their comfort, give away their possessions, and give their very lives for the One who called them. And, it was this band of followers that, as it says in the book of Acts, “turned the world upside down”.
There is a story about the Italian warrior Garibaldi who long ago asked young followers to join his crusade to defend his country. They asked him: “What do you offer us?” His response was: “Offer you? I offer you neither pay nor quarters nor provisions. I offer hunger, thirst, forced marches, battle, and death. Let him know who loves his country in his heart, not with his lips only, follow me.”
This is akin to what Jesus told his disciples in Matthew 10:34-39 when He said: “Do not think that I have come to bring peace (read comfort, pleasure and success) to the earth. I have not come to bring peace, but a sword. For I have come to set a man against his father, and a daughter against her mother, and a daughter-in-law against her mother-in-law. And a person’s enemies will be those of his own household. Whoever loves father or mother more than me is not worthy of me, and whoever loves son or daughter more than me is not worthy of me. And whoever does not take his cross and follow me is not worthy of me. Whoever finds his life will lose it, and whoever loses his life for my sake will find it.”
Now, admittedly that is not a very likable message, but it is the true message nonetheless. The call of Jesus upon his followers is to a life of sacrifice and devotion, not a life of comfort and pleasure. That message doesn’t sell too well here in America, but we must make a choice between selling success and telling the truth. And, the truth is that real Christianity isn’t cheap and shallow, it’s costly and challenging.
Hundreds of years ago there was a king named Abu Taber, when threatened by invading forces and visited by an ambassador with terms of peace, he summoned one of his soldiers, handed him a dagger and commanded: “Plunge this into your chest.” Immediately the soldier obeyed and fell dead at his feet. Then, calling another, he ordered: “Leap over that precipice and into the Euphrates.” Without a moment’s hesitation that soldier leaped to his death.
Then, turning to the ambassador, the king said: “Go, tell your master that I have 500 men like that, and that within 24 hours I will have him chained with my dogs.” And, the story is that even against overwhelming odds, Abu Taber and his small but devoted band of followers won that war convincingly.
What is the point of this story? Well, the point is simply that having fewer but more devoted followers is actually preferable to having more but less faithful ones. That is what Jesus chose for himself and intended for those who would follow him, but many wouldn’t know that by the caricatured version of Christianity that they experience so often today.
Rarely do people hear the convicting but truthful message about Christianity in our culture, that it is indeed as Neil Postman said “a demanding and serious religion”. The honest truth is that Christianity isn’t shallow and cheap, and it’s high time that pastors and churches stop presenting it that way.
If you are a pastor, elder or ministry leader of any kind, consider this a plea to stop trivializing our faith by peddling an inauthentic form of Christianity. Please stop the mailers, the flyers and the billboards that embarrass the church and make her look like a cheap tramp when she is the holy and unblemished bride of Jesus Christ.
For those of us that care deeply about preserving not just the message of our faith but also the legacy of our faith, we are asking that church leaders rethink how they sell the gospel in America. The truth is that Christianity is supposed to be a hard sell and many people just won’t be up to the task, so we are not doing them or our faith any favors by selling it on the cheap.
What I’m genuinely concerned about is that by peddling gimmicky Christianity we are not only filling our churches with insincere, halfhearted consumers but that we are also jeopardizing the legitimacy of our faith by encouraging it. This kind of selling doesn’t accomplish the mission that Jesus began and it even imperils the reputation of the Church in the world.
I believe, therefore, that the best thing we can do both for people and for our faith is to be up front and honest about the serious demands of Christianity so that we won’t defraud the people who come to our churches looking for genuine Christianity and so that we won’t defile the reputation of our churches in front of those who don’t.

In his book Amusing Ourselves to Death Neil Postman makes a most interesting observation about Christianity today saying: “There is no great religious leader–from the Buddha to Moses to Jesus to Mohammed to Luther–who offered people what they want. Only what they need…I believe I am not mistaken in saying that Christianity is a demanding and serious religion. When it is delivered as easy and amusing, it is another kind of religion altogether.”
A few years ago I trained for and ran in my first and last foot race. It was an 8k run called the Schlotzkys Bun Run, and I still remember that the theme was “Run your buns off!”. And, that I did. I trained throughout the grueling summer before the race and actually got into the best running shape of my life. The only problem was that I didn’t know that there was more to running than just speed…there’s an important element called pace.

