Thinking Out Loud

August 9, 2011

What Saltiness Looks Like

Filed under: evangelism — Tags: , , , , , — paulthinkingoutloud @ 9:04 am

Several years ago, the little Christian bookstore where I work took out an advertisement in what can only be called a “fringe” publication.  Recently, I felt it was time to go back another time. Our ad appears on a page with three psychics.  It simply states:

In a world that offers many spiritual options…Consider a classic

Then the name of the store appears underneath.  It probably will not pay for itself in terms of bringing in customers.  It’s there more to stand in contrast to the psychics, the Reiki healers, the yoga classes, the course in Shamanism and the person who does ear coning, whatever that is.

There isn’t a little fish symbol in the bottom right corner, or a cross in the background gradient that makes up this small simple black-and-white advertisement.  It’s designed not to offend, but to simply be a Christian presence in a place where a Christian voice would be rather unexpected.

Of course, I realize that when I pay the bill, I am directly funding a publication which has much content with which I would disagree.  But I feel this is essentially what it means to be salt and light. 

This fall we want to — if we can get the funding — do an advertisement in a local newspaper promoting the idea of a “Spiritual Homecoming.”  Not in the sense of Bill and Gloria Gaither’s Homecoming DVDs (shudder!), but in the sense of returning to the spiritual roots of one’s childhood.  For a few people, those roots may not resonate with my own Evangelical roots, but that’s a chance I’m willing to take.

…We’re also consider adapting our Sudoku flyer as a newspaper advertisement.  You can read some sample copy of that in this February, 2009 story.



  1. Creativity can be as much a fruit of the spirit as any other. I love the Suduko idea and the advert you put in the paper. My son just bought a black poster for our homeschool room. It looks ike a chalk drawing of a light bulb andsalt shaker and siplystates”Be These!” We really do need to get creative in our witness. “Consider a Classic” might very well appeal to those wishing for simpler times.

    Comment by Cynthia — August 9, 2011 @ 9:59 pm

  2. Paul says he became all things to all men in order to reach all. This is something we all need to do to reach the lost today. I know this Scripture has been misquoted to excuse sinful behaviour so I would have to add “without compromise”. Jesus associated with sinners without participating in their sinful acts and we NEED to do the same, showing to desperate people that there IS light in a dark world and flavour in life.

    Comment by meetingintheclouds — August 11, 2011 @ 5:44 pm

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