How to Attract Attention – The Jesus Way

Here’s a parable about parables… 

…with a lesson that can help you attract attention for your marketing messages and inspire people to act.  

In the Bible’s Gospel of Luke, someone asks Jesus, “…who is my neighbor?”  

Jesus answers with the story of a “certain man” who was traveling from Jerusalem to Jericho and “fell among thieves.” 

The thieves robbed and beat the man, leaving him half-dead on the side of the road. 

Two men pass by but don’t help the injured Jewish traveler.  

Then a Samaritan happens by.  

Here’s the rub: Samaritans and Jews hated each other. So it seemed unlikely that a Samaritan would help this poor guy…  

…but the Good Samaritan helped the injured traveler, after all.  

Good story. Important lesson. Told and retold over centuries.  

Fast forward to 1951, when prominent ad man Bruce Barton writes a memo to colleagues about the parable.  

Here’s Barton’s take: Jesus attracts attention and inspires the “help thy neighbor” ethic because he crafts a story that his listeners can relate to.  

They know this road. They know the danger. They know someone who has encountered thieves.  

Barton says: “His listeners knew some man who had fallen among thieves on that dangerous Jerusalem turnpike. They listened to the story and remembered it. If he had said, ‘I want to talk to you about why you should  be a good neighbor,’ nobody would have listened.” 

Amen, Bruce! 

If you want to get someone’s attention, craft a story… 

…a story your listeners can relate to… 

…a story with a lesson… 

…a story that will inspire. Thanks for reading. 

p.s. Story Power Marketing has an app — chock full of great content… …and it’s free. It runs on iOS or Android, but you won’t find it if you search the app stores on your phone. 

Instead, you go to storypowermarketing.com/app, enter your email address, and follow the instructions. 

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.