Marketing experts expound that we all should be shouting about the benefits of whatever it is that we offer. The principle behind this is that while we as sellers care about our features, our buyers care about how those features will benefit them. But what happens when a decent rule gets created out of a great principle and then the principle gets forgotten?

Here’s an example. Have you ever seen a sign outside a restaurant with the neon proclamation “Fine Food”? I understand you are proud of your product. But this message just doesn’t get across to the eater how they will benefit.

The rationalization is that as a restaurateur I want to convey an upscale experience. But here’s the rub: such a crass self-aggrandizing statement is at odds with an upscale experience. You can’t tell me I will have an upscale experience, you must show me.

The Devil Made Me Do It

I warn you up front, I am going to step on some toes right here and now. There is a popular trend to include claims of spirituality in advertising, statements like “God Based”, “Christ Lead”, and “Spiritual Business”. Oh, so you don’t put that in your ads, it’s just on your web site or Facebook page? I hate to break it to you but your web site and Facebook page are both advertising.

You may be thinking, “What’s the harm? Some people look for that.” Yes, some people do. But what are they really looking for, a sign that says “Fine Food” or actual fine food? If you operate your business on godly or spiritual principles, is it not already apparent without the use of a bullhorn? If not, you have some self-examination to do.

Rather than proclaim your spirituality, why not do a self-inventory to see how well your business lives it and displays it in practice?

Frankly, such “spiritual forward” messaging is anything but. I am not saying that you must hide the things you believe. If you have read my articles, you know that I am not afraid to reference Jesus — or the apostle Paul or King Solomon or Moses or Buddha or Lao Tzu or Confucius…you get the picture. I reference politicians of all stripes, leaders of all colors, and thinkers of many different persuasions. But never will you see me proclaiming my beliefs without demonstrating them.

True Essence Shows

Have you ever encountered anyone and you just knew they were a {enter your favorite spiritual archetype here}? I don’t mean because they had a priest’s collar or a yarmulke or a book bag. I mean something about their presence, their spirit. That my friends is true spirituality. And just as you have a presence, so does your business.

If you are worried that the spiritual nature of your business won’t come through without a direct proclamation, you have one of two problems:

1. Such a spiritual nature isn’t there to come through; or

2. You aren’t communicating it well enough.

Let’s presume you have dealt with #1 already. If not, there is nothing about #2 that can help you. Communicating spiritual values isn’t in claims, it is in practice. Your business’ presence has a “vibe” — people feel it much more strongly than any statements you make, no matter how direct. So endeavor to embody your spiritual stance in your message rather than to merely state it. It means you must stop merely serving your own wants and start serving something higher.

You might think that this will get in the way of the best interests of your business. It is true that it does not directly serve such interests. But do not be deceived into thinking that indirect benefits cannot be immensely more powerful than direct benefits. This is how you add depth and meaning to your marketing. Your marketing becomes a message that serves a mission. Can you see how much stronger this is than mere advertising?

I am reminded of a story told by Jesus about a certain Pharisee and also a tax collector who prayed at the temple. The Pharisee offered, “O God, I thank you I am not as the rest of men, extortioners, unrighteous, adulterers, or even as this tax collector. I fast twice a week, I give the tenth of all things I acquire.” But the tax collector prayed, “O God, be gracious to me a sinner.”

So prove your values. Exemplify your stance. I promise we all will notice because we aren’t stupid, we know living principles when we see them.

How do you show what you stand for? Tell us about it by commenting below.