The position known as Missionary: Part II.

There’s a five step process to making the most of your missionaries.  Surprise, surprise, they are the same steps that you’d take if we were talking actual missionaries here.

Here we go:


  • Find them.
    • Create missionary magnets both online and offline to find the people that will best represent what you have to offer.
  • Train them.
    • Get them familiar with what they’re preaching about so they are authorities on your subject.  Remember, they will be representing you.
  • Give them the resources they need to go out into the world.
    • Missionaries can’t travel far without help.  Give them the tools they need to make their job as easy as possible. It’s a jungle where they are going.
  • Reward them when they return.
    • It’s tiring work.  They deserve a reward.  And it needs to be more valuable than money.
  • Repeat
    • Go back to step 3.  Give them more resources and keep this program looping like a roller coaster.

What’s great about a successful missionary program is that it becomes a self-fulfilling prophecy.  Great missionaries will take steps 1 and 2 out of the equation for you in the future, because they’re going to find great missionaries.  The program becomes like an ethical Amway in that your 1st tier Missionaries will find your 2nd tier and your 2nd tier will find your 3rd tier and so on, until your missionaries are in every corner of the globe doing your word-of-mouth marketing for you.

So that’s my definition of The Missionary Position.  But frankly, you can call these folks sneezers, connectors, influencers or purple tubas for all I care.

The fact is that a missionary by any other name would sell as sweet.

But call on them often, because they are the most economical yet most valuable marketers you have.

The position known as Missionary: Part I.

Many marketers have names for the people that passionately spread the word about products aka the people that drink the non-lethal kool-aid and love it’s strawberry goodness so much that they have to get others to do the same.

Seth calls them sneezers.
Malcom calls them mavens and connectors and salesmen.
Others have called them influences, ambassadors, awesome-ites, and more.
I wanted to be cool, so I’ve come up with a name of my own for the passionate peeps that I believe should be a primary focus of all product launches and marketing campaigns.
I call them Missionaries.
Here are just a few reasons why:
  • Most Producers, business owners, and entrepreneurs I know think their project or product is divine in nature, hence the use of the term with the religous connotation.   (Tip:  frankly, if you don’t think your project is divine, then find another one.)
  • Missionaries work best when sent to areas where the Producer, business owner or entrepreneur can’t reach by traditional methods.
  • Missionaries don’t do their work out of biological reflex (like sneezing – sorry, Seth), and they don’t do it for money . . . they do it out of love and faith in the product itself.
Now that we have a name for them, what we do with them?
See tomorrow’s post.
Ken Davenport
Ken Davenport

Tony Award-Winning Broadway Producer

I'm on a mission to help 5000 shows get produced by 2025.

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