Often corporations provide a product or service with real value for many, yet for some reason, the public largely does not buy it. They might not even be aware of its existence. This is where marketing comes in, and why marketing is crucial for the sustenance and viability of any organization. It’s no wonder then that corporations pay over a million dollars to place their commercials as part of the Super Bowl halftime show. The benefits far outweigh the cost. Simply put, these commercials help these corporations put their best foot forward, as the saying goes, by providing them limited seconds to project their image and products and services in the best possible light. Public relations departments exist within corporations that serve as their face, while simultaneously managing the corporation’s brand.

Churches are no different than corporations in this regard. While I have not encountered a church with a public relations department or ministry, churches also must accurately project who they are to each person who walks through their doors. First this is achieved through the usher ministry (sometimes called greeter, door holder, and other titles today), as these are the first persons to encounter church goers. Then what begins with the usher continues through other church ministry leaders and members.

Then, just as in the case of corporations, there are reasons why people seeking a church to call their home church, one where families can grow together, may or may not gravitate toward a church. Again, as in the case of unappreciated products and services, there are numerous churches worldwide that stand out, at least in terms of their building structures, as magnificent edifices; sights to behold, yet they remain empty in terms of attendance, fellowship, love and in their fulfillment of the Great Commission. It is very easy to look outward and find external factors as the cause for certain challenges in life, when in reality, and with humility having its place in our hearts, we should be looking in the mirror, where truth can be found and revealed. The physical structure of a church will never be the true location of God’s dwelling place. He desires to dwell in our hearts and to captivate us by His Holy Spirit.

For any church to be appealing to the public at large, it also must put its best foot forward. While there may not be a public relations department properly so called within churches, each church plays its part in “marketing” itself. Whether we admit it or not, every church invariably portrays itself as the best church out there for you; not in a way that puts down other churches (as one will find in the comical commercials between attorneys/law firms), but I am yet to visit any church’s website that provides all the information you can imagine, portraying the church as full of love and the pastor then says, “But there’s a better church down the street from us that I think has more love than us. I would recommend that church if you really want the full extent of God’s love. We are however here for you. God bless you as you visit us.”
Bottom line, each church can attempt to present itself in the best light possible, but as the saying goes, the proof, the taste of the pudding is in the eating. Whether or not the true nature and love of God exists within a church, as an example and representation of God’s love, can only be felt by one’s personal experience in that church; and not by the self-evaluated accolades eloquently stated on impressive church websites and other forms of social media. Regrettably, a critical aspect of all church services /events that isn’t given enough attention and importance is the role of a church usher. This is an extremely sensitive position, regardless of the fact that it may be a volunteer position. Ushers, in a true sense, are the brand ambassadors of the church, invariably because they are the first point of contact for virtually anyone that visits a church. This makes their conduct, demeanor, and overall appearance a make-or-break factor as to whether or not the experience of a guest or even that of a regular member is a favorable one.

Here’s the scenario a lot of pastors are oblivious to. They’ve preached a wonderful message; they see several new faces, and of course, every pastor has the hope and expectation that first time guests will return. While the reason a significant number of first timers do not return to a particular church are varied and sometimes unknown, I do know for a fact and from personal experience, that some disservice is done through the conduct of the person the guest first encountered—the usher. Unfortunately for the poor pastor, he has no way of knowing what upset the guest, because it’s rare for a first-time guest to schedule an appointment to meet with the pastor to voice dissatisfaction for the conduct of a certain usher or volunteer. Such a guest, even with the disappointment and hurt, will rationalize and say, “I’ll just keep looking for a church that fits.” Now, if it was a restaurant that overcooked a steak that was meant to be medium rare, you could ask to speak with a manager or give a bad review after leaving the restaurant. Again, it is highly unlikely (not impossible) anyone will give a church a bad review online. A church with improperly or inadequately trained ushers will continue to suffer growth stagnation because the interaction of guests and even regular members with an usher not fit for the position, will force an exodus of members and potential members on the church.

I like to put it this way, you could be the most angelic, loving, and giving person in a church, but even all these wonderful virtues don’t necessarily make you suited for the worship team. If your singing voice makes dogs howl and cats go running for cover (you get my point)… The role of a church usher isn’t for everyone. There needs to be greater and more in-depth scrutiny into who serves in this capacity, and this is what this book attempts to address; not from a theoretical or text book approach, but from a biblical perspective and my personal experiences emanating from decades of ushering, by the mercy and grace of God and for His glory!

I believe this book provides revelatory insights and direction for church leadership, corporations at large, and anywhere there is the need to interact with people on a regular basis. The positioning of people as servers in a church setting in particular should no longer be seen as protocol; whereby a member or recent attendee desirous of serving is automatically placed on the ushering team because it’s considered an easy fix for the zealous individual, which also frees the pastor or other leadership from the need to prayerfully meditate on the right fit for the individual, as led by the Spirit.
My prayer is that this book will be of value to every reader, such that there is a refocus on the necessities of building God’s kingdom—not by might nor power, but by the Spirit of the Living God! May the Holy Spirit inspire and grant revelation to every reader, such that each person is used more than ever before, for God’s glory!