Instilling the True, the Good, and the Beautiful in Local Service Marketing...

In today’s noisy digital landscape, where local service businesses compete for attention with endless ads promising “the cheapest,” “the fastest,” or “the best ever,” it’s easy to get caught in the cycle of hype. Flashy graphics, urgency timers, and over-the-top claims might grab clicks, but they often leave customers feeling manipulated and disappointed once the service begins.

What if there was a better way—one that doesn’t rely on exaggeration but instead draws people in naturally? A way rooted in timeless principles that speak to what humans truly value: honesty, virtue, and harmony.

That’s the heart of a new article I’ve written: Instilling the True, the Good, and the Beautiful in Local Service Marketing: A Path Beyond Hype.

Drawing from classical thinkers like Plato—who saw the Good as the source of all truth and beauty—and Aristotle, who linked moral excellence to actions performed “beautifully,” the piece explores how these transcendentals offer a powerful alternative for plumbers, electricians, landscapers, and other local professionals. 

Sir Roger Scruton’s modern defense of beauty as an objective value that consoles and elevates further illuminates why superficial tactics fall short, while authentic approaches endure.

Read the full piece here