How the marketing system that helped spark a bestselling customer revolution in the Christian marketplace can fuel the success of any business––by speaking to the integrity and passion of every customer.

Readers will discover a comprehensive strategy that can help any business reach and retain new markets, by tapping the secrets of what Zondervan marketing leader Greg Stielstra calls PyroMarketing. From the importance of focusing on individual consumers and their preferences, to giving customers an experience with the benefit of your product or service, to converting customers into enthusiastic sales people for your product, to building a state of the art consumer database, PyroMarketing captures in one four–step system the essence of the customer–driven strategies that seek to build markets through the passion and loyalty of the individual. Stielstra's manifesto is based on a powerful and easy–to–apply metaphor––of fire: "There are four steps to creating successful marketing campaigns. You build them the same way you build a campfire. If you were a scout or a camper, you already know the drill. " Gather the driest tinder. Touch it with the match. Fan the flames. Save the coals.

Tapping the latest scientific research into the brain and human behaviour, Stielstra demonstrates how traditional marketing techniques are expensive, obsolete, and doomed to failure––while PyroMarketing principles deliver powerful results over the long–term and for less money. Illustrated with case studies including The Purpose–Driven Life, one of the bestselling books of all time, and the breakaway phenomenon The Passion of Christ.

Tapping the latest scientific research into the brain and human behavior, Stielstra demonstrates how traditional marketing techniques are expensive, obsolete, and doomed to failure--while "PyroMarketing" principles deliver powerful results over the long-term and for less money.

The Passion of the Christ grossed more than $551 million in its first nine weeks despite an R rating, English subtitles, the lack of a major distributor, and a comparatively modest marketing budget.

The Purpose-Driven^® Life, a book by a Southern Baptist minister known primarily in religious circles, has sold more than 22 million copies and is the best-selling hardcover book in American history!

How did they happen?

The best way to understand the marketing process, from the way products are adopted to how promotional messages are sent, received, and spread, is to think of it as fire.

Imagine you're lost in the freezing wilderness. This represents the marketplace and forces you to acknowledge the seriousness of your challenge.

You must start a fire to survive. This means selling your product or service. Nothing else matters. Not awareness or mind share. Cancer has awareness, but nobody wants it.

And you have one match. This represents the finite nature of your marketing resources, be they time, money, or people. You get one shot. So make it count.

Hard science from psychology, sociology, and biology illustrate why PyroMarketing works. The science of a campfire and the steps to building one provide a metaphor making it easy to remember and apply.

Rather than trying to break through the media cacophony with bolder, louder, and more intrusive tactics, PyroMarketing allows you to tap the passion, integrity, and loyalty of the customer to drive exponential sales growth, build passionate brand identification, and foster lifelong customer relationships.

During fifteen years in marketing for Zondervan and Thomas Nelson publishers, Greg Stielstra oversaw marketing for numerous bestsellers, including The Purpose-Driven Life. He currently works as EVP and Director of Integrated Delivery for The Buntin Group. He lives in Franklin, Tennessee, with his wife, Amy, and their three children.