The other day I learned about a Christian book that combines end times prophecy predictions with extremely questionable but explosive political commentary.
Looking it up on Amazon, it has been selling quite steadily and has tons of positive reviews. As I searched for additional information about the book and the author, I found that he had been promoting it on the television of show of a long time doomsday prophet of the end times, seller of dubious survival kits, and convicted felon.
Red flags were shooting up all over the place for me.
I could go on about my many reservations over an author like this, whose end times predictions would leave my Bible professors speechless, but enough has been written about that. I couldn’t help thinking about how this author had really cracked the code to use anger AND fear mixed together to sell books.
If an author isn’t going to use expertise, research, or experience to sell a book with a compelling or helpful message, anger or fear are usually the two tried and true paths.
As an author who tries to avoid these tricks to sell books, I wanted to pull the curtain back a little bit to ask some questions and to leave us in a place with better information and a hopeful path forward.
How Anger Manipulates Us
Anger focuses on something outrageous and wrong that leaves us livid. Reading a book about that anger helps us feel seen, but it also stirs up the anger and becomes a kind of addiction in itself.
Ironically, we may become angry about something very valid that needs to be addressed. Yet, anger that is used to sell something rarely offers a point of resolution or a path toward action.
For instance, the Poor People’s Campaign is addressing injustice through a moral fusion movement that may leave us feeling angry that so many have been overlooked and exploited for so long. Yet, the goal is to move people toward redemptive, bi-partisan action that addresses the wrongs.
The goal isn’t to make people angry so that they buy something and then stew in their anger. Rage isn’t the end point of the message.
When anger is used to sell a book, the book becomes the end in itself. We could say something similar about news websites that supplement their useful reporting with posts showing shocking and outrageous news stories, whether or not they’re true, in order to get clicks and to then sell ads.
The news event may be true and worthy of being addressed, but the goal of the website goes beyond informing the public. The emotional high of the anger is just a tool to sell ads.
Anger can be used to motivate us toward positive action, but it’s very easily abused, especially when it comes to book promotion and media.
How Fear Manipulates Us
In a similar way, fear can be used as a dead end motivational tool as well that prompts us to take action based on what we fear. We may be prompted by fear to buy a book or to consume media based on feeling safer if we’re in the know.
This was often parodied on the Colbert Report: “Watch this segment. What you don’t know, COULD KILL YOU!”
End times books have been selling access to secret knowledge to prepare us for the end times for generations. On top of feeling safer by gaining the author’s special knowledge, we feel like we’re special because we’re on the inside track!
I confess that I’ve been wrapped up in some of this end times thinking in the past, and gosh, it does feel good to believe I’ve got a special edge on everyone else. I KNOW THE FUTURE!!!!
However, the real appeal I’ve found in these end times books is the way they address our fear of the unknown. They traffic in special insider knowledge that helps us manage our fears a bit better because we can prepare for what will happen next.
Oddly enough, these end times books run the very real risk of leaving us worse off because we are preparing for a future that will not happen!
But wait, there’s more! We also end up relying on this insider knowledge rather than living by faith. By seeking to mitigate our fears with end times predictions, we aren’t trusting our futures to God and facing the unknown with trust in his indwelling Spirit and the victory of his Son.
It’s all a really big mess.
What are the alternatives?
Empowering People with Expertise, Research, or Experience
I’ve had a front row seat watching my wife and several friends get a PhD. They spend years learning how to responsibly research topics, evaluate their findings, and then present them in a way that honors what has been done before.
While working on my MDIV, I saw the folks on track for a PhD in a theological discipline, and I thought to myself, “No thanks. I’m out.”
Those folks had to read, remember, assimilate, and evaluate A LOT. They seemed to be reading all of the time. When I’d ask them about a topic, they wouldn’t mention the chapter or two of a book they’d read. They’d discuss multiple books, articles, and theories.
Just to write an academic article requires diving into multiple fields, each with their seminal texts, regarded experts, and intellectual land mines. The width and breadth of research is enormous!
All of this to say, getting expertise that you’d find in a seminary or university is hard and time consuming.
Even worse, by the time you’re done getting a PhD and writing for so many academic folks, it’s challenging to transition into writing and communicating for a popular audience. It can be done, but that’s a whole OTHER skill set to learn.
The other paths of experience and research for writing a compelling book are challenging as well, even if they aren’t quite as demanding as becoming an academic expert. And even if you have lived through an experience or invested months or years into research, there’s no guarantee that you’ll catch anyone’s attention.
In fact, you’ll most likely look at best-selling authors who use fear, anger, or a mix of the two and wonder what you’re doing wrong!
When I look at the books that have been most helpful for me, I find that the offer some mix of hopeful change and practical guidance. Things can get better, and this book will show you how.
That message can certainly be exploited with a shallow, quick-fix solution that doesn’t actually work. Yet, a genuinely hopeful message is a bit harder to capture. It’s not easy to articulate hope and change in a brief media hit today. For new authors, this process is especially agonizing as they try to cram a 50,000 word message into two sentences.
It’s no wonder that folks who don’t want to spend the time gaining expertise or conducting research or living through a series of experiences and who don’t want to bother with formulating a hopeful message opt for the shortcut of fear and anger.
The good news is that people are motivated by things other than fear and anger. We are motivated by hope, goodness, and the possibility of change, but fear and anger can become addicting if we are exposed to them over and over again.
Perhaps the most helpful way for us to confront the fear and anger we confront in our world is to remain aware of how they are impacting us. Can we step back from our reactions and thoughts to become mindful and prayerful?
How can we bring our fear and anger to God today?
As we see our fear and anger for what they are, we can regain some of our agency and then ask the next question: How can I join God in bringing hope and change to the fear and anger in our world?
My prayer is that we are motivated by God’s hope and loving presence, even as we are surrounded by anger and fear today.
Learn More about Regaining Control Over Fear and Anger
Read a sample chapter from Reconnect about “Reactive Mind”
Download the 4-Session Reconnect Discussion Guide