The sad reality is that the marketer is "throwing" and almost any audience will duck a mud pie. (Getty Images)

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"Jesus answered her, 'Martha, Martha, you are anxious and troubled about many things. But one thing is needed. And Mary has chosen the good part, which shall not be taken from her'" (Luke 10:41-42).

I've always felt that Martha knew the "one thing"—she just didn't act on it. Like most of us who follow Jesus, busyness can supplant relationship-building. Martha was caught up in service.

Serving can push us to the point of anxiety and "troubled about many things."

I see Martha in many marketing plans.

Leaders of marketing often demonstrate a bias toward doing more. "If we throw more mud on the wall, some of it will surely stick."

This aphorism may have elements of truth, but the sad reality is that the marketer is "throwing" and almost any audience will duck a mud pie.

Why can't marketers become more intentional about building relationships?  I think it's because marketers are too busy doing stuff.

What would happen to the efficacy of our marketing if we engaged this filter:

"Will this ad, brochure, mailer, blimp or other marketing thing add value to a relationship?"

Isn't it easier to build a relationship if our audience comes willingly to us?  People find us if they have a need for our product or service, we offer a powerful solution and we make it easy to be found.

The words "relationship marketing" often boil down to simple marketing tactics rather than relationship building.

At the end of every day, can we describe how we advanced one new relationship?

Mary did.

Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.

Leaders, Dr. Greene wants to help you understand the spiritual connection between relationships and productivity. Read his new blog, Love Leads.

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