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Spiritual Marketing: Letting Spirit Lead the Dance

by Indigo on May 19, 2015 10 comments

Balancing action and non-action proves an elusive goal for most of us.

We know from our spiritual study and training that the greatest gifts often come to us in ways that seem almost miraculous.

And we know the concept of “let go and let God,” or whatever word you use to point toward that ineffable force that permeates all that is with infinite potential.

Perhaps we have even taken the radical step of deciding to no longer keep the idea of our spiritual life separate from the idea of our work/business life.

Yet when it comes to marketing, somehow all these ideas go right out the window. In their place come marketing plans, and social media campaigns, and email lists, and webinars, and on and on and on. We become obsessed with all the ideas about what we SHOULD be doing, if we are to be considered serious about our businesses.

And I confess that I have fallen into this too. Part of it is that I’m a business consultant, so I really do need to try out new ideas, if only to be able to speak about them intelligently with clients and answer their questions from personal experience.

I’m not someone who is going to say, “follow your bliss and the money will come.” It will if you set up effective pathways the money can take to reach you, and keep those pathways healthy. But it takes some skill to set up effective pathways in the first place, and business development activities like marketing (as well as operations, finance, contact management, etc.) are vitally important aspects of any profitable business.

It’s that balance thing again.

Learning how to dance with sound business structures as the basic “style of dance” you are doing, yet still let the music move you across the floor, as your own spirit inhabits the dance—this is a real art form. It is one that only develops with practice. Since you are basically practicing with your livelihood, it also requires a great deal of courage.

I’ll admit I am still learning this art form. My most recent lessons came with respect to public speaking and guest blogging. Both are great ways to get the people who would be interested in what you’re about to know about you. Creating a means that people can use to possibly find you is definitely part of your job, no matter how much you’re turning over to spirit. But at what point have you done your part and need to turn over the reigns?

Spiritual Marketing 101

I put about $2,000 for a virtual assistant (VA) and 3 months of considerable effort into trying to get my paid speaking off the ground. That’s in addition to thousands I’d wasted before than on a charlatan I found on Elance.  Not one speaking engagement came out of any of that.

In the end, my first paid speaking engagement came about from offering to do a workshop in a friend’s high school economics course, in response to which the kids campaigned to have me be their commencement speaker. I just had to say yes, and now prepare the speech. And I do feel competent to deliver the speech, because I prepared so much back when I was trying to actively promote myself as a speaker. I know the art of delivery.

Something similar just happened today with guest blogging. I was part of a 30-day list-building challenge and a marketing training program about 6 months ago that both put a lot of effort into convincing me I should be doing guest blogging. It was just a fact. I did set up a spreadsheet for managing the blogs I would approach, tracking when I had approached them, with what topic, and their responses, etc. But I never could get myself to send out even one submission. I felt too much resistance each time I thought about it.

Thankfully in that case I didn’t pour money into getting a VA to do what I didn’t want to do. Instead, I largely ignored it and did other things. But it remained at the back of my mind.

Then last Friday I saw that someone in the list builder challenge said they had just been published on Elephant Journal and what a big deal that was. To be honest, I had never heard of Elephant Journal before, but something about it intrigued me. So I decided to visit their site, sign up, and read a few articles.

By my fourth article, I knew that the way I write and the topics I write about were a great fit for EJ. I wrote an article that very day, and sent it off 2 hours later. That was 4 days ago.

Today I received an email notification that my submission has been accepted. I’ll be published in about a week!

Now that’s how you do guest blogging. And public speaking. And whatever other form of marketing you feel called to do. You do it in response to inspiration.

You prepare yourself with ability (the ability to deliver a good speech or write a good article), you collect information and participate in the public conversation, and then you wait. You let either inspiration or opportunity find you, and then you just say, “Yes.” You respond with enthusiasm and full commitment, going from 0 to 100 in three seconds flat, as I like to say.

Well, this is my marketing lesson at least. I encourage you to give it a try and see what happens for you. I’m still coming to terms with how I teach this to my consulting clients.

I feel an obligation as a business consultant to provide them with all the “know-how” I’ve collected in a way that is streamlined for their business. This saves them all the time and effort of starting from scratch with the entire world of marketing possibility weighing on them.

I’m thinking I’m going to still present that information, but with a caveat, which is to draw from that body of knowledge according to the lead of your spirit, not some timeline or plan we’ve devised. We make the plan, yes, but that must always be nothing more than the style of dance we are dancing. The groove is the gift of spirit.

How have you reconciled your commitment to spiritual living with your business’s needs for marketing outreach? I’d love to hear your insights in the comments.



Indigo is the founder of Awaken Business Consulting and Aspiratech business technology firm. She is also the host of Conscious Business Leaders TV. Indigo specializes in helping entrepreneurs build strong business structures in a way that integrates their intuition and inspiration. Want a free consultation with Indigo about your business's forward trajectory? Start by taking the Business Health Assessment at either or

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  • Michelle - May 19, 2015 reply

    Thank you Indigo for your article. As you so beautifully articulate, there is indeed an entire world of marketing weighing on people – sharing your body of knowledge is a wonderful way to pay it forward. Thank You.

  • tara pittman - May 19, 2015 reply

    What works for one may not work for another. Glad you found one that works.

  • Barrett - May 19, 2015 reply

    I have always done things according to inspiration in business. Well, 99% of the time. Th other 1% I quickly learned to stop forcing thing and sit back and go with the flow.

  • Jaime - May 19, 2015 reply

    What an interesting concept! I’ve never really thought about involving my spiritual life with my business life.

  • Indigo - May 19, 2015 reply

    I’m so glad you all found this relevant to you. Yes, Tara, we can’t take a cookie-cutter approach to how we run out businesses, especially if we are on a spiritual path. It is hard to know exactly how much to extract from the “normal way,” but ultimately we find again and again that we are clearing a new path. And I’m so happy to “pay it forward” as I learn myself. Helping others succeed is the one chance for double joy, yours and theirs.

  • Julie Syl Kalungi - May 20, 2015 reply

    What a beautifully insightful and well balanced article. It keeps the Action as a clear purpose even as we are mindful of what we desire to manifest!

  • Joshua Bond - May 20, 2015 reply

    The best example of “spiritual marketing” I have ever come across is that of Brother Roger and the Taizé community in France. They followed their mission of “a pilgrimage of trust on earth” via active reconciliation between differing christian churches, and it has grown from 5 committed brothers in the 1940s to what it is today.

  • Indigo - May 20, 2015 reply

    Thanks, Julie. Yes, integrating action with mindfulness is really the core of how I see spiritual marketing.
    And Joshua, what an excellent example of the “organic growth” style of marketing, that is purely mission driven. You simply express what you are about to enough core people, then let their natural enthusiasm for what you are doing lead them to be the messengers spreading awareness, and attracting other like-minded souls. When you have a mission that holds so much meaning for so many people, their own souls are working to bring it to fruition as well.

  • Catherine H - May 22, 2015 reply

    Thank you, Indigo. This is spot-on. I appreciate your sharing from your own experience – acknowledging what didn’t work, and then the strange mystery of finding ‘the groove’ that did: inspiration. I get that being prepared is a big part of it though, while somehow taking the ‘shoulds’ and pushing through out of it.

    Indigo - May 22, 2015 reply

    Exactly, Catherine! We have to continually re-find equilibrium between structure and flow.

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