Let your speech always be gracious, seasoned with salt, so that you may know how you ought to answer each person. (Colossians 4:6 ESV)

In Colossians 4:6 we are instructed to “season with salt” when it comes to our conversations and interactions with others. This verse has a lot to teach us about effective communication and marketing for churches.

The concept of being “seasoned with salt” refers to the idea of adding flavor and enhancing the taste of food. In the same way, Christians are called to add flavor and impact to their conversations by speaking with wisdom, grace, and truth. When we engage with others in this way, we can better convey the message of the gospel and build relationships that are characterized by love, respect, and understanding.

In the context of marketing and communications for churches, being “seasoned with salt” means taking a thoughtful and intentional approach to our messaging. This requires us to consider the tone, language, and imagery we use when communicating with others, and to ensure that these elements are consistent with our mission and values as Christians, but also making sure that what we are speaking or teaching is appealing and attractive rather than bland and tasteless.

It also means being mindful of the needs and perspectives of our audience, and tailoring our communications accordingly. This can include understanding the demographics of our community, the types of media they consume, and the messages they are most likely to respond to.

Additionally, being “seasoned with salt” also means being transparent and authentic in our communications. This means avoiding gimmicks or tactics that are misleading or deceptive, and instead focusing on building genuine relationships based on trust and credibility.

In the Bible, salt is often used as a metaphor to describe the role and impact of believers in the world. The most well-known reference to salt is in Matthew 5:13, where Jesus says, “You are the salt of the earth.”

The metaphor of salt refers to the preserving and enhancing qualities of salt. Just as salt is used to add flavor and preserve food, Christians are called to add flavor and preserve the values and principles of God in a world that often lacks these qualities. Christians are to bring the light of the gospel into a world that is often dark and to act as a preserving force, resisting the decay and corruption of the world.

Salt is also used to describe the value of Christians. Just as salt was a valuable commodity in ancient times, so too are Christians valuable to God and to the world. Christians are to be the “salt of the earth” by living lives that reflect the love and character of God, and by spreading this light to those around them.

In addition to preserving and enhancing the values of God in the world, Christians are also called to be the “salt of the earth” by speaking truth in love, promoting justice and righteousness, and bringing hope to those who are suffering. By doing these things, Christians can have a positive impact on their communities and bring glory to God.

By being “seasoned with salt” in our conversations, we can enhance the impact of our messaging, build meaningful relationships with others, and effectively share the message of the gospel with those around us. So stay salty, my friends.