Marketing a spiritual business that is based on serving the greater good can be challenging, especially when it comes to staying true to your values and mission. However, by applying the principles of The 4 Agreements by Don Miguel Ruiz, you can build a marketing strategy that aligns with your spiritual and ethical values. While also resonating with your soulfully aligned audience.

In this article, I will show you how you can apply The 4 Agreements to your soulful business and I’ll give you actionable tips for incorporating these principles into your spiritual marketing strategy. But first things first, let’s do a quick recap on these spiritual principles.

The 4 Agreements are:

  1. Be impeccable with your words
  2. Don’t take anything personally
  3. Don’t make assumptions
  4. Always do your best

Now let’s dive into each of them to show you how to use each concept when it comes to marketing your purposeful business.

The 4 agreements are your marketing foundations


“Be impeccable with your words” is the first of The 4 Agreements, which highlights the importance of communicating consciously. It’s basically about how you use language in an authentic way that reflects your true intentions without harming others. Yes, it sounds simple enough, yet it requires conscious effort to ensure that you actually think before you speak. Remember the last time you lashed out on someone when you felt irritated? Now that’s exactly when you went against this principle.

Be impeccable with your words is the first of The 4 agreements


When it comes to your spiritual business, this translates to your overall communication. Marketing unfortunately has a bad rep of being deceiving and I personally stand for ethical & authentic marketing. And I’m sure you also resonate with that approach if you ended up on this page 🙃

By being intentional with the language you use to communicate your brand message, you ensure that you stay in alignment with your mission and values. You can apply this agreement to all marketing activities, from crafting your brand message and Impact Statement, to creating landing page copies and communicating with clients.

As you are impeccable with your words, your audience can not only trust you but can also deeply resonate with your services. Why? Because similar frequencies gravitate towards each other.

Quick tip:

Check your social media bios and the About section of your website. Are you being 100% impeccable with your words? Are you communicating your real intensions without masquerading the truth?


The second of The Four Agreements is “Don’t take anything personally.” I know, I know, it’s easier said than done but here’s what it really means. The only thing you have real control over is your own reaction. People around you don’t do things because of you. They act the way they do because they deal with their own thoughts and emotions. It has nothing to do with you.

Spiritual business marketing for healers using the 4 agreements


In two ways. It’s important to remember that not everyone will resonate with your offers or brand, and that’s perfectly okay. Rather than taking rejection or negative feedback personally, use it as an opportunity to realign your target audience or improve your services. You’re not meant to be for everyone and I think that’s beautiful.

Also, by remaining objective and open-minded, you can better understand your audience and tailor your marketing efforts to meet their needs. In addition to these improvement opportunities, you can also maintain a positive mindset and stay focused on your mission and goals. This can help you build resilience and confidence as you navigate the ups and downs of spiritual entrepreneurship.

Quick tip:

Make sure you pick an aligned niche as a spiritual entrepreneur to minimise objections and rejection.


“Don’t make assumptions.” is a statement you probably heard a few times already. I met so many highly intelligent and conscious people, yet even them sometimes are quick to jump to conclusions. Including myself. Sometimes we assume that other people know what we want or what we mean. I made that mistake when I assumed that my audience understood foundational marketing concepts. They didn’t. I scared my leads away by using business terms they didn’t understand.

the 3rd of the four agreements used as a spiritual business marketing concept


When marketing your spiritual business, always remember this agreement. Communicate clearly with your audience and avoid assuming that they already understand your message or offering. Instead of making assumptions, allocate time to do some research and surveys, gather insights and monitor data. Even if you’re not into analytics, you can still do a simple research by asking your clients how they found you for example. This was the case with one of my clients Rachel, a chanel and healer, who did a simple poll within her Facebook group to understand better how her students found her.

Building something meaningful based on real insights is a lot easier than just guessing what your audience needs. Ultimately, by avoiding assumptions, you can create a more effective and authentic marketing strategy that truly connects with your audience and supports your mission to make a positive impact in the world.

Quick tip:

Ask your previous and existing clients what was the biggest revelation or take away they experienced when working with you. Use those insights to understand better what they REALLY needed help with in the first place and communicate that in your marketing materials.

Chart for marketing a spiritual business using the concept of the four agreements


The last one of The 4 Agreements is “Always do your best.” which is my personal favourite. Ever since I was a kid, I always strived for doing my best. It’s somehow coded in my DNA. However, for many years, I used this concept the wrong way: aiming for perfection (yep, external validation needs caused by inner child wounds). Major misuse of this agreement. Doing your best could even mean being able to get out of bed when you’re going through the dark night of the soul. In other occasions, it means getting out of your comfort zone to notice your improvement areas. ‘Your best’ is always different, depending on where you are on your journey.

Always do your best when it comes to being a spiritual entrepreneur


In the context of marketing, this agreement is all about service. How you serve your customers, your higher purpose and your own potential. By always doing your best, you can stay aligned with your values and your mission. And when you’re in alignment, it’s so much easier to provide outstanding customer service.

As a spiritual entrepreneur, you will make mistakes. It’s inevitable. Sometimes those mistakes will impact your clients and it’s up to your own integrity how to handle those mishaps. When you blend the first three agreements with this one, any mistakes can be tackled with ease. Besides the complaint handling, this agreement also reminds you to remain open to new ideas in your marketing as you face challenges. Perhaps you struggle with reaching your aligned audience. When you allow yourself to do your best, you can find more creative solutions. You can grow and evolve not just as a person but as an entrepreneur as well.

Quick tip:

Look at your sales process from your client’s perspective. What can you do to improve the journey? How could you go the extra mile for your clients without compromising your boundaries?

Look beyond The 4 agreements

As you can see, The 4 agreements are excellent for creating your marketing foundations. However, I’d like to gently remind you not to stop there. Use them as your essentials, as your checkpoints. Once you actively use them in your spiritual marketing, then take a closer look at your business activities.

If your mission is to make a positive impact, you’re not going to be happy with the bare minimum. Find aligned ways to take your soulful services to another level. To help you with that, I wrote a detailed guide about how to use the Maslow Pyramid for spiritual business development and I also showed you the 4 ingredients of spiritual marketing. Feel free to expand your business & marketing knowledge with these articles or if your intuition is telling you to get personalised support, you can check out my spiritual business mentoring options.

Either way, I’m wishing you a soulful and fun way of growing your soulful business while serving your higher self’s calling.

Timi Orosz spiritual marketing and business mentor on how to start a meditation business blog post

Hi, I’m Timi 👋

My mission is to arm the spiritual community with essential marketing & business knowledge. I knew I had to do something more meaningful after I burnt out as a CEO at the age of 32.