Atheists have a marketing problem. In a world where religion has a practically infinite social inertia the idea that there isn't a god and that we are the masters of our own destiny is not just a hard sell, it's inconceivable for many. Richard Dawkins and others have started marketing campaigns to introduce this novel idea to those who would not otherwise think about it. Are these campaigns working? That is anyone's guess at this point.
SETH GODIN is a bestselling author, entrepreneur and agent of change (taken from his blog
). He has written books and given talks, like this TED talk
, which explain why some ideas spread more efficiently than others. He states that "ideas that spread, win." This is an obvious truth. It is also an obvious truth that the world has invented innumerable religions but the dominant ones that we are left with today are successful because they were the best at spreading. Why these religions are so well adapted for spreading has been much discussed elsewhere. What we need to do, if we have an idea that we want to spread, is identify how to market our idea so that it becomes as viral as the religions we wish it to replace. We must also recognize that if it isn't spreading then perhaps the problem is not the audience but the idea.
Seth argues that today there are so many ideas and products being marketed that people have learned how to ignore them. The things which get noticed are not necessarily the best but they are the ones that are remarkable, that stand out. Seth also argues that marketing to the masses is alright if you have an enormous budget but this is a mistake because that is the market which is best at ignoring your message. The best audience to market to, he argues, is the small group of people that are passionate about the subject because they will spread your idea themselves.
Let's consider what Seth Godin would do. How would he market atheism if he wanted to promote that change? Is atheism even a marketable idea? If not, what is? That is a much discussed subject in the context of identifying what we, as individuals, stand for. I think that it needs to be identified not simply for self identity but, more importantly, for marketing.
Let's also consider advertising strategies. Absolutely anyone can market an idea today, if they are clever. Setting up a website is trivial. Viral "word of mouth" marketing gets you your audience. The trick is to create a site that is remarkable to passionate people. Bill-boards are nice but they are expensive. Are there other options?
Let's brainstorm. How can we market our message in a better way? What is the message we need to promote to accomplish our goal?