This and Nathaniel’s post on audience have got me thinking and somewhat re-working my approach. In fact, this is an attempt at a short to medium post that puts forth a thought for consideration. Now there is, of course, an appropriate way to strategize and target your audience. That’s what this post is about. But targeting your audience doesn’t mean broadening your appeal¹ so much as knowing your audience, like Nat said, and producing good content.

As should be apparent, this is really just a good business model — it applies to blogging almost informally. Companies like Apple, Inc. understand this.² Apple has a niche market and focuses on content that resonates within this group, to the extent that Jobs has what is termed a “cult following” [warning: link contains some language]. After all, Macs just work. Nevertheless, Apple is also a good example of a company that expanded its focus to great advantage (read: iPhone).

Conversely, Microsoft wants the whole market — go big or go home. Call it biting off more than you can chew, taking in too much territory, or whatever; but Microsoft tries to cover a broad range of user needs, hardware manufacturers and platforms, and comes up short on the quality front. Not content to focus on what it does best (using the term generously), Microsoft is constantly competing with Sony, Apple, Google, Gmail and Linux. And — whether it’s gaming consoles, hardware, media players, operating systems, communication services or search engines — you get a lineup of products doomed to eternal second place.

I could regale you with talk of BSODs, driver headaches and viruses, Windows ME and Vista, but the goal was merely to demonstrate what I mean by “the myth of relevance.” Just getting the most customers or the biggest audience is not an end unto itself. A streamlined, focused business model and quality control builds and retains a loyal consumer following. Spyderco is a good example. With only 30 employees and direct input from owner/founder Sal Glesser, there is a personal attention to quality and focus on customer relations that makes a Spyderco owner feel included, as it were. One wants the same sort of connection with a blog audience.

Finally, one more application: churches. There are, sadly, a lot of churches that would cut off their doctrinal arm to be “relevant.” They are the seeker-friendly, spiritual-milk, easy-believism variety. As Pastor Terry Tollefson is fond of saying, if the young people aren’t coming, break out the pizza, guitars, low lights and couches. Preach what people like to hear. Tickle ears. Unfortunately, they — just like the girl with mismatched shoes (one Converse and maybe a fur-trimmed boot is about right), striped leggings, outlandish hair and the “raccoon” style eyeliner — are pitching an indiscriminate appeal for attention. But attention is not an end to itself. You want the right kind of attention, the right kind of publicity. To quote Pastor Doug Wilson in a related vein, “Young Christian people should seek to become the kind of person that the kind of person they would want to marry would want to marry.”

Churches should want to attract people because of the strong preaching of law and condemnation in tension with grace and love, the unity, fellowship and accountability. The robust doctrine of Psalms and liturgy. The corporate-ness of Christ’s body. If someone is repelled by any of these things, that’s the way it should be — that’s the only hope for them. Diluting the truth until no one feels convicted is doing no one any favors. Taking the potency from worship and the doctrine from the songs is what, in other venues, would be called false advertising.

The church, properly functioning, shows people where they stand in relation to the body of Christ. When this is not done, people either discover spiritual meat at some point and have no taste for it, or settle into a warm, fuzzy, God-isn’t-about-guilt version of Christianity. (Just as long as I don’t have to do anything uncomfortable, like loving unlovable old people in nursing homes or confessing sins or letting grudges go.) On rare occasion, they realize they aren’t getting fed and look for a body to keep them accountable, words they can chew on — the Word himself.

So then, what I’ve called the “myth” of relevance is the notion that attracting attention, broadening appeal or increasing numbers is anything to aim for. At best, you will raise lukewarm interest in your lukewarm product. At worst, you will fill the Church with people who wouldn’t be there if they knew the way is narrow, and deter those who would only be there if they did. If I have spent time and digital ink on this last point, it’s because I’m serious. In any of these applications, there are some people to whom you don’t want to be relevant, and especially when it concerns the sanctification of Christ’s bride.

But, as always, that sanctification should flow out through all our endeavors, even our blogs. And yes, as a short to medium post, this is a fail. Oh well, semper reformanda and all that.

I suppose I should also be announcing this somewhat sheepishly since I forgot about it and realized it today, a few days late. But you didn’t know that. So forget you read this paragraph.

Our goal is to pick up the publication pace a bit—hopefully eventually up to at least one post a week (more would be cool, too). I think taking on a couple more writers would ease this task, but I also think Matthew and I would need to step up contributing a bit, too (which may become easier in the summer after I’ve graduated high school). In the long run, our goal is to get some notice. Not really to get famous, but more to have conversations and a small community and also just to get out what comes out of our fingers and toes. It’s also a personal blog, and I want it to stay that way. It’s just some friends who like to write.

So, on to the meat of the thing. Seriously, we don’t mind people that are different than us, in fact having someone who differs somewhat from our opinions might be quite cool. We do have a few basic requirements, though:

• You are a true Christian; you believe the Gospel and don’t have any beliefs that altogether contradict it
• You are a competent writer; you don’t have to be extra stupendous, just able and willing to be creative
• You don’t mind our particular Christian beliefs, like Covenant theology
• You are willing and able to contribute regularly (take a look at the dates of previous posts to get an idea of what ‘regularly’ is right now)
• You are currently between 12 and 32 years of age. It’s not that we don’t like you if you’re older than that, it’s just that we want to run a blog written by young men and women.

Interested? Contact us. Tell us a bit about yourself if we don’t really know you. After that, probably as long as you meet the requirements and we’re all comfortable, you join us. If it’s all good after a month-and-a-half, you’re official. Think of it as an internship (LOL).

Six months after you’re officially on, you can become a partial blog administrator, if you so wish (and we’ll leave the opportunity open for any time). After maybe, say, a year and a half, we might offer you full adminship, which gives you a whole lot of power, which means we trust you a whole lot. And if you don’t want to become an admin, that’s fine too. Just offering.

March 20, 2010: We are no longer seeking new writers but we leave the possibility open for the future. And… we have three new writers! Anna Hurley has already introduced herself and I’m guessing the others will follow suit in due time. Thanks, ladies and gentleman.