On his Blogpage marketing guru Seth Godin speaks to the allure people feel to market to the majority. This approach tends to be very costly and ineffective for most, but deadly for churches. It violates many of the principles laid out in Key 5: Build Relationships (from the Seven Keys to Markting Genius) by targeting the top of the Marketing Funnel. Most churches in America have a small budget and a small geographic population they are trying to reach. Big budget marketing, mass advertising and impersonal campaigns are a waste of money that have little effect for the Kingdom.