The Art of Saving Souls
Religion requires marketing and marketing requires religion.
In the eight, nine and ten centuries, there was a competition between Rome and Constantinople to see who would convert the pagan Slavs to Christianity. The vying missionaries couldn’t always produce miracles on schedule to win converts, so they often used means that we might find nauseatingly familiar.
The Byzantines tried advertising. However, going door-to-door, they noticed that no one would read their Greek Orthodox religious tracts. The Slavs were illiterate and, even if they weren’t, it is not likely that they would want to read a foreign language. A pair of Byzantine marketing wizards, Cyril and Methodius, made their ad campaign more intelligible by modifying the Greek alphabet to the Slavic tongues. (Cyril and Methodius received sainthoods but Cyril got the glory; the Cyrillic Alphabet is named for him.)
Both Rome and Constantinople sought celebrity endorsements. Their respective salesmen appealed to the local kinglets and chieftains, who would then coerce their respective tribes to salvation. In wooing the petty royalty, the Byzantines had the advantage when it came to bribes: silks and crafted goblets, craftsmanship beyond the ability of those benighted western Europeans. To many a Slavic chieftain, the Byzantine luxuries were unearthly delights and easily seemed proof of Constantinople’s superior faith. That approach sold Russia.
Of course, Rome’s missionaries had their unique offers as well. They often could point to an army of Catholic Franks or Germans just across the border, and who were more than eager to proselytize in their own way. That proved very convincing as well, perhaps even more than silverware and a designer wardrobe.