Eye-Tracking and First Impressions - Ministry and Business Marketing, Media and Strategy Blog

Funky cool Matrix time. Enjoy this article on the use of eye-tracking research to help publishers design websites and magazine covers. In a nutshell, they want to know what we look at first and how long our eyeballs stay put on particular ads and articles. Of course, the implications for media design (web, print and otherwise) could be huge.

Even if you're not planning on hiring eye-trackers and installing retinal scans at every entrance, you should apply the concept of eyeball tracking to your ministry or binistry (business that's your God-given ministry). Don't just think in terms of first impressions. Think about the message sent by the images on your website, your logo, your print materials and even your office space.

As I mentioned in my recent article on website quick tips, your online home should be eyeball-friendly with beautiful pictures that tell your story and easily navigable site design. Don't clutter your website with everything you're doing. Let your visitors know what's important through bigger pics, central placement of key stories, and attractive headline fonts that point the way.

As biblical ministries, you should also prominently feature at least a link to your doctrinal statement and values, as well as core programs. Unless you don't know what you believe, what you're about, and why people should care.

For businesses, first impressions on your website are equally mission-critical. Where are retinas tracking on your home page? If you build homes, are pristine pics of available models displayed front-and-center? If you sell insurance, do you prominently feature photos and testimonials from the folks you've helped rebuild after the storm?

The same rule of first impressions applies to your physical building and staff/volunteers. No, you don't have to spend all the money in the world to build the most opulent church or headquarters. Interested folks usually aren't hunting for perfection, but a welcoming environment to seek out what they need.

And no, for you ministries, you shouldn't go overboard with eye-tracking into "seeker sensitive" or Brian MacLaren "remove anything that offends/let's just have a conversation" crap. If God's knocks on the door of our hearts, we naturally run out the back. (see Romans 3 and Ephesians 2) Hence, your seeker sensitivities will prove worthless, in and of themselves. But in the context of God's move on our behalf, attention to impressions is valid, helpful and biblical. (see 1 Cor. 9:22)

One last thing...The authors of a brilliant new book called Made to Stick, discuss the curse of knowledge. That is, we often struggle to recall life before we knew what we now take for granted. Non-believers and non-clients don't know you and don't know what you're about. It's up to you, led by the Holy Spirit, to point their eyeballs to what matters. And yes, the Holy Spirit leads Christ-following people to the right ideas in both ministry and binistry.

Think about those retinas and act accordingly. I'll be watching Minority Report.

The Price of Arrogance...Learn from Wachovia

Unless you live under a rock, you've no doubt heard of the mortgage crisis now battering the U.S. economy. Hundreds of billions of dollars have been lost with billions more to come. But what's this have to do with your ministry or binistry? Patience, friend, patience.

Check out this article about Wachovia Bank's mounting losses. Especially notice the arrogance of their CEO not long ago, supremely confident as he was that Wachovia not only wouldn't be hammered by credit losses, but actually would profit from any changes in credit markets.

About pride, Scripture couldn't be clearer. Arrogance is the mortal enemy of your walk with Christ and true success. In fact, "pride comes before a fall," and "whoever trusts in himself is a fool."

I'm sure that in 2007 things we're cruising along nicely at Wachovia. Pride and good, old-fashioned stupidity blinded them to their risk exposure and rolled out the red carpet for the world of hurt they won't soon escape.

Ministry and business to the glory of God works the same way. The slow creep of prideful blindness to spiritual weakness and organizational ineffectiveness, suddenly manifests in a dam break of apathy and irrelevance.

Where are you at? Are you trusting in yourself or are you clinging to Christ? Remember, "past success is no indicator of future performance." You must take up your cross daily. You must yield yourself, your circumstances, and your organization to our God, Who is an all consuming fire. He must purify you and purge pride.

In his first letter to the Corinthians, Paul confronted his readers' welcoming prideful adversaries to the Gospel. Paul's response: "But I will come to you soon, if the Lord wills, and I
shall find out, not the words of those who arrogant but their power." (I Cor. 4:19). Indeed, the Spirit works the same way in our lives. He is not concerned with our words, but with the power of our deeds, a power which "is from God and not from us." (2 Cor. 4:7)

As the Spirit commanded through Paul, "Guard against self-deception, each of you. If someone among you thinks he is wise in this age, let him become foolish so that he can become wise...So then no more boasting about mere mortals! For everything belongs to you...and you belong to Christ, and Christ belongs to God." (1 Cor. 3:18-23)

Heed Biblical teaching and learn from Wachovia's mistakes. "Humble yourself, therefore, under the mighty hand of God that He may lift you up in due time." (1 Peter 5:6) Your personal, familial, ministry, and binistry success hang in the balance.