-An exclusive excerpt from Allen’s new book-
A mentor once told me that “good marketing only makes bad creativity fail faster.” Truer words have rarely been spoken. A multi-million dollar marketing campaign may fill the seats on opening night. But if the movie is no good, word of mouth will cause it to tank.
That’s why the best marketing you can do is create something that’s buzzworthy.
This is different from playing to the market, allowing it to shape you in its image. Rather than play that game, step more fully into who God created you to be—and stay expectant for how that will play out. In today’s high-tech world, there’s nothing stronger than being true and real. Your idea or offering becomes sticky (or memorable) because it stands out in a sea of sameness. This creates the right kind of buzz among the right audience. You don’t need to be relevant to everyone. Just those on a similar journey. And there are almost always more of those folks than you think. They’re just waiting for someone to go first. Then they’ll follow and share it with their communities.
This process of discoverability is essential for creators. Because how can people buy or engage in something they don’t know exists? The problem is when others try to create discoverability in the wrong ways. Shouting louder, going for shock value, or spending the most money creates more noise than lasting value.
Another common mistake is when we only consider discoverability for the service we’re trying to offer or sell…rather than for who we are. The more genuine approach is to first be known for caring deeply about something. Not suddenly or only when you have something to sell—but consistently, because you care, regardless of the season. You convey this through showing up for others on a regular basis. This is how you build discoverability and buzz—through relationships and trust based on your heart and your art. This approach transcends an ego-fueled desire to grow your own kingdom.
It is so rare for connection to be valued more than commerce. Be that rare creator. Love God. Love others. Offer your presence before your product. Create from that space.
(From The Creativity Glitch: How to Stop Being Stuck, Find Your Groove, & Create with God. Copyright © 2026 Allen Arnold.)
This reading was crafted to encourage your pursuit of story and creativity with God. Your donation makes this crowd-funded initiative possible. You can support it via PAYPAL (or by check to Allen Arnold at PO Box 62841, Colorado Springs, CO 80962).
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