Marketers: Meet Me at the Intersection of Faith and Fear…
By Jeff Einstein

Our greatest fear is not that we are inadequate,
but that we are powerful beyond measure.

It is our light, not our darkness, that frightens us.
We ask ourselves, Who am I to be brilliant,
gorgeous, handsome, talented and fabulous?

Actually, who are you not to be?
You are a child of God.

Your playing small does not serve the world.
There is nothing enlightened about shrinking
so that other people won’t feel insecure around you.

We were born to make manifest the glory of God within us.
It is not just in some; it is in everyone.

And, as we let our own light shine, we consciously give
other people permission to do the same.
As we are liberated from our fear,
our presence automatically liberates others.
– Nelson Mandela

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The search for meaning, commiseration, and escape clearly
finds motivation in fear and uncertainty, and it’s not
for nothing that deep recessions typically witness sharp
increases in church attendance, bar traffic, and box office
sales. These are deeply evocative days. Why then are we
marketers and advertisers of the digital era so fearful
of our own power to evoke? Why do we shrink from substance
and seek refuge in trivia?

Offered in honor of Easter is a passage in the Gospel of
Mark in which Mary Magdalene, Mary the mother of James,
and Salome go to Christ’s tomb to anoint him, a simple act
of respect imbued nonetheless with considerable risk under
Roman rule. They find the large rock that had sealed the
tomb the previous day mysteriously rolled aside, and inside
sits a young man clothed in a white robe, but no Jesus. The
young man tells them that the crucified Jesus of Nazareth
has risen, then instructs them to tell the disciples and
Peter that Jesus had gone ahead to Galilee, where they will
meet again, as promised.

The three women had confronted their fears that morning
when they went to the tomb of Jesus, expecting to pay their
homage, complete their task, and move on with their lives,
the terrifying crucifixion of Jesus now behind them.
Apparently, however, no good deed goes unpunished, and
they are instructed instead to confront their fears once
again, this time as disciples in Galilee. What they thought
was the end turned out in fact to be just the beginning.
The antidote to their fear proved to be their faith – over
and over and over again.

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What they and other heroes learned over the eons is what
successful marketers have known for decades: that the
true key to success in marketing and advertising is found
precisely in the confluence of fear and faith. The best
among us search out those fearsome intersections and
confront them with deliberate faith. The best among us
will gladly trade true uncertainty for false security any
day.

But as digital marketers we’ve lost faith in ourselves and
now share our loss with others via technology-mediated,
emotionally and spiritually destitute encounters measured
in the tens of millions and billions. We are playing
impossibly small when we define success as a 17% lift on
a .3%, CTR, and we are compelled in the process to redefine
powerful words like “relationship” and “friend” downward to
meet our own impoverished expectations. We systematically
strip all meaning and substance from our own language –
just so others won’t feel insecure around us. In the end
the medium becomes the sole message, a lonely and soulfully
empty place whose only call to action is more of the same.

Marketing and advertising should liberate and inspire
others to act. Online marketing and advertising does
neither for a simple reason: we cannot liberate and
inspire others to act unless and until we first liberate
and inspire ourselves. But we choose instead to remain
mired in fear. We choose to remain small for fear of our
own power.

Recessions should be and typically are opportunities to
reaffirm our faith, opportunities to rediscover meaning
and recover substance in our lives. Don’t let this one
pass you by simply because your email inbox is full or
because you’re too busy with social network pissing games.
Play big instead. Look for me at the intersection of faith
and fear, and together we’ll forge a better future for
ourselves, our families, and our industry. Phone me at
347-561-4465 and we’ll get started today. I’ll meet you
in Galilee…

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About Jeff Einstein and the Brothers Einstein

Jeff Einstein is one-half of the Brothers Einstein, a
creative strategy and branding boutique. The Brothers
Einstein work with select rapid-growth clients to help
define and execute healthy brand strategies in a toxic
media environment.

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