A Biblical Approach to Marketing Series: Intro | Part One | Part Two | Part Three | Part Four | Part Five | Part Six | Part Seven | Part Eight

Verses:
Genesis 41:55-42:3 “And when all the land of Egypt was famished, the people cried to Pharaoh for bread: and Pharaoh said unto all the Egyptians, Go unto Joseph; what he saith to you, do. And the famine was over all the face of the earth: and Joseph opened all the storehouses, and sold unto the Egyptians; and the famine waxed sore in the land of Egypt. And all countries came into Egypt to Joseph for to buy corn; because that the famine was so sore in all lands. Now when Jacob saw that there was corn in Egypt, Jacob said unto his sons, Why do ye look one upon another? And he said, Behold, I have heard that there is corn in Egypt: get you down thither, and buy for us from thence; that we may live, and not die. And Joseph’s ten brethren went down to buy corn in Egypt.”

Insights for Meditation:
When the people expressed their need to Pharaoh, he directed them to Joseph. Pharaoh was not personally in the corn-selling business, but he carried a lot of influence among the people. Joseph had gained his confidence and was providing a valuable service on his behalf.

Joseph had a plan in place for meeting the needs of the people and could handle large volumes of business because of the advance preparation he did.

Even though the need was desperate, Joseph didn’t give away the food – he sold it and profited from the sales (see Proverbs 11:26).

Word quickly spread that Egypt had corn to sell and people from all countries traveled there to purchase it. Joseph’s “product” had cross-cultural appeal and people were willing to go to great lengths to purchase it.

Principles for Application:
Become the go-to person in my field. Develop contacts and working relationships with those in positions of leadership so that when someone expresses a particular need to them, they immediately direct them to me.

Devise an appropriate distribution plan so that all customers receive prompt, efficient service. Maintain sufficient inventory and shipping supplies so that all orders are filled quickly.

Refrain from giving away books to people just because they seem desperate or because I really want them to have it. It’s okay to make a profit.

Word-of-mouth advertising/publicity is very effective.

Don’t overlook the potential for my book to be of interest in other languages and countries.

Questions for Consideration:
How can I develop a broad-based network of people who will refer others to me as the go-to person in my field?

With what influential people in other fields (government, business, education, etc.) might I be able to develop a working relationship?

What further skills and understanding do I need to develop to be considered a go-to person in my field?

What essential elements need to be in place so that I can proves all orders promptly and efficiently?

What should my profit margin be? What special deals can I offer and still make a profit? Which people do deserve to receive a free book?

Does my book have cross-cultural appeal? Should I have it translated into other languages? Should I wait until I am approached by people of other languages to pursue this possibility?

Steps for Implementation:
□ Make a list of leaders in other fields whom I should contact about my book.
□ Establish an ordering and invoicing system. Make forms for on-line, mail, and phone ordering.
□ Establish a distribution plan. Make a list of specific supplies, costs and sources.
□ Determine a bulk pricing plan.
□ Write a return policy.