This and Nathaniel’s post on audience have got me thinking and somewhat re-working my approach. In fact, this is an attempt at a short to medium post that puts forth a thought for consideration. Now there is, of course, an appropriate way to strategize and target your audience. That’s what this post is about. But targeting your audience doesn’t mean broadening your appeal¹ so much as knowing your audience, like Nat said, and producing good content.

As should be apparent, this is really just a good business model — it applies to blogging almost informally. Companies like Apple, Inc. understand this.² Apple has a niche market and focuses on content that resonates within this group, to the extent that Jobs has what is termed a “cult following” [warning: link contains some language]. After all, Macs just work. Nevertheless, Apple is also a good example of a company that expanded its focus to great advantage (read: iPhone).

Conversely, Microsoft wants the whole market — go big or go home. Call it biting off more than you can chew, taking in too much territory, or whatever; but Microsoft tries to cover a broad range of user needs, hardware manufacturers and platforms, and comes up short on the quality front. Not content to focus on what it does best (using the term generously), Microsoft is constantly competing with Sony, Apple, Google, Gmail and Linux. And — whether it’s gaming consoles, hardware, media players, operating systems, communication services or search engines — you get a lineup of products doomed to eternal second place.

I could regale you with talk of BSODs, driver headaches and viruses, Windows ME and Vista, but the goal was merely to demonstrate what I mean by “the myth of relevance.” Just getting the most customers or the biggest audience is not an end unto itself. A streamlined, focused business model and quality control builds and retains a loyal consumer following. Spyderco is a good example. With only 30 employees and direct input from owner/founder Sal Glesser, there is a personal attention to quality and focus on customer relations that makes a Spyderco owner feel included, as it were. One wants the same sort of connection with a blog audience.

Finally, one more application: churches. There are, sadly, a lot of churches that would cut off their doctrinal arm to be “relevant.” They are the seeker-friendly, spiritual-milk, easy-believism variety. As Pastor Terry Tollefson is fond of saying, if the young people aren’t coming, break out the pizza, guitars, low lights and couches. Preach what people like to hear. Tickle ears. Unfortunately, they — just like the girl with mismatched shoes (one Converse and maybe a fur-trimmed boot is about right), striped leggings, outlandish hair and the “raccoon” style eyeliner — are pitching an indiscriminate appeal for attention. But attention is not an end to itself. You want the right kind of attention, the right kind of publicity. To quote Pastor Doug Wilson in a related vein, “Young Christian people should seek to become the kind of person that the kind of person they would want to marry would want to marry.”

Churches should want to attract people because of the strong preaching of law and condemnation in tension with grace and love, the unity, fellowship and accountability. The robust doctrine of Psalms and liturgy. The corporate-ness of Christ’s body. If someone is repelled by any of these things, that’s the way it should be — that’s the only hope for them. Diluting the truth until no one feels convicted is doing no one any favors. Taking the potency from worship and the doctrine from the songs is what, in other venues, would be called false advertising.

The church, properly functioning, shows people where they stand in relation to the body of Christ. When this is not done, people either discover spiritual meat at some point and have no taste for it, or settle into a warm, fuzzy, God-isn’t-about-guilt version of Christianity. (Just as long as I don’t have to do anything uncomfortable, like loving unlovable old people in nursing homes or confessing sins or letting grudges go.) On rare occasion, they realize they aren’t getting fed and look for a body to keep them accountable, words they can chew on — the Word himself.

So then, what I’ve called the “myth” of relevance is the notion that attracting attention, broadening appeal or increasing numbers is anything to aim for. At best, you will raise lukewarm interest in your lukewarm product. At worst, you will fill the Church with people who wouldn’t be there if they knew the way is narrow, and deter those who would only be there if they did. If I have spent time and digital ink on this last point, it’s because I’m serious. In any of these applications, there are some people to whom you don’t want to be relevant, and especially when it concerns the sanctification of Christ’s bride.

But, as always, that sanctification should flow out through all our endeavors, even our blogs. And yes, as a short to medium post, this is a fail. Oh well, semper reformanda and all that.

Is this what we want the world to think of our Christianity? Do we want people to see us as a cheesy, fuzzy, group of people “keeping it real with Jesus?” Should our music portray a sappy, over-baked “Jesus is my boyfriend” style or shouldn’t we rather portray what Christianity really is, the blood of Christ, the raging struggle of spirit against flesh, flesh against spirit, the persecution, the wrath of God, the (not sappy, not cheesy, but overpowering) love of Jesus when we were unlovable, wallowing in blood, sin and misery, the burden lifted from our shoulders by His sacrifice, the battle that He calls us to join, our victory against the power of Satan forever…now there’s something to sing about.

A lot of Christians would argue with me and say that using that kind of language doesn’t win people to Christ. If they hear about the bloody, gory, humiliating, overwhelming and rather harsh story of the Bible they will be repulsed. Therefore we should give them a mushy, half-hearted depiction of Jesus as a meek, Bambi-eyed, white-robed figure, trying to relate to people, begging them to just hold hands with Him, sway back and forth a little, throw a pine-cone in the fire, slip up their hand…? I think not.

People are desperate. People are miserable. People are wallowing in blood and tears waiting, searching for someone brave enough to make war on the misery of the world, someone strong enough to turn the world right side up, someone they can admire, love and fear. Someone awesome. They’re not ready to put the world in the hands of plastic, hippie-Jesus, but perhaps they would place the universe in the hands of the bloody but triumphant Son of God, one who has faced death and spat in it’s face, one who has crushed the head of sin and misery and sent it howling with it’s tail between it’s legs, one who is so beautiful, so holy, so awesome, so glorious we cannot look at Him without falling on our faces, one who loves us in our dirt and invites us in to eat at His table. This is what the world is looking for. Perhaps it’s time to start portraying our story in our music.  If we’re going to make “Christian” songs, let’s at least do it right.

The Horse’s hay beneath His head
our Lord was born to a manger bed,
that all whose wells run dry
could drink of His supply.

To keep Him warm the Sheep drew near,
so grateful for His coming here:
You come with news of grace,
come to take my place!

The Donkey whispered in His ear:
Child, in thirty-some-odd years,
You’ll ride someone who looks like me (untriumphantly).

While the Cardinals warbled a joyful song:
He’ll make right what man made wrong,
bringing low the hills,
that the valleys might be filled!

Then Child, asked the birds,
well, aren’t they lovely words we sing?
The tiny Baby lay there without saying anything.

At a distance stood a mangy Goat
with crooked teeth and a matted coat,
weary eyes and worn,
chipped & twisted horns.
Thinking: Maybe I’ll make friends some day
with the Cows in the pens and the Rambouillet,
but for now I’ll keep away -
I got nothin’ smart to say.

But there’s a sign on the barn in the Cabbagetown:
When the rain picks up and the sun goes down,
Sinner, Come Inside! With No Money, Come and Buy!
No clever talk nor gift to bring
requires our lowly, lovely king,
come, all emptyhanded, you don’t need anything!

And the night was cool and clear as glass
with the sneaking Snake in the garden grass,
as Deep cried out to Deep, the Disciples fast asleep.

And the snake perked up when he heard You ask:
if You’re willing that this cup might pass
we could find our way back home,
maybe start a family all our own…
but does not the Father guide the Son?
Not my will but Yours be done!
What else here to do?
What else me but You???

And the snake who’d held the world,
a stick, a carrot and a string, was crushed
beneath the Foot of Your not wanting anything.

YouTube link.