Why Christian Creators Hate Marketing (by Jason Karpf)
- Claire O'Sullivan
- 6 days ago
- 2 min read
WISDOM from an expert.
BEFORE you say: "Why am I getting so many posts from this chick?" - well, it's marketing (ME: holds up 2o bulbs of garlic, a cross, and me, waiting for the marketing devil to hiss).
Read this. Unless of course, you have no desire to sell your books.
Jul 17, 2026
If you’re a Christian author or creator, let me ask a simple question:
How do you feel about marketing?
If your first response is something like “I hate it,” you’re not alone.
I’ve taught marketing at Christian universities for years, and I’ve heard the same concerns over and over again. Marketing feels pushy. Self-promotional. Manipulative. It takes time away from the work God actually called us to do.
Sounds monstrous, right? See if you can relate to this video (think Leviathan or Behemoth).
(ME: I couldn't screenshot or the video... tricksy Jason)
To be honest, Christians have good reasons to be cautious.
After all, Jesus overturned the tables of the money changers in the Temple. He wasn’t condemning honest exchange; He was condemning people who exploited worshippers for personal gain. That’s a warning every Christian marketer should take seriously.
But here’s the question I’ve come to ask:
What if we’ve confused manipulation with marketing?
The American Marketing Association defines marketing as creating, communicating, delivering, and exchanging offerings that have value.
That sounds remarkably close to stewardship.
When you write a book that encourages someone, teach a class that equips a ministry leader, compose music that points people to Christ, or share wisdom God has entrusted to you, you’re offering something of value.
Isaiah reminds us:
“How beautiful upon the mountains are the feet of him who brings good news… who publishes salvation…” (Isaiah 52:7, ESV)
And Paul encourages believers:
”…see that you also excel in this grace of giving.” (2 Corinthians 8:7, NIV)
(ME: Encouraged and a bit convicted... )
Maybe marketing, at its best, isn’t about convincing people to buy something they don’t need.
Maybe it’s about making it easier for the people God intends to serve to discover what He’s already placed in your hands.
That’s the conversation I want to have.
I’d like to invite you.
I’m offering a free online presentation called I Hate Marketing for Christian authors and creators.
We’ll talk honestly about why so many of us resist marketing—and how a biblical understanding of service, stewardship, and generosity can change the way we think about it. We’ll also introduce the idea of the Enhanced Offering: the principle that your book is only one part of the value you can provide to others.
If you’d like to attend, send me a DM here on Substack.
No sales pitch. No pressure.
Just a conversation that might help you stop hating marketing—and start seeing it as another way to faithfully steward what God has given you. Because…
Your book is only the beginning.
sign up. join the fun!
If you’ve ever said, “I hate marketing,” you’re not alone. Let’s discover how marketing can become an act of stewardship instead of something to fear.
FREE, in-depth, interactive Zoom presentation. If you’d like to join us, let Claire know in the comments (or message either of us), and we’ll be happy to get you set up!
Claire, thank you so much! Your support means a great deal. It’s encouraging to see Christian authors helping one another instead of competing with one another. I appreciate you introducing your readers to the conversation. I’ve attached the updated flyer in case it’s helpful—and I hope to see some of your readers at the free Zoom presentation!