Dacile Hendricks pet-sits for a living and is looking for Christian clients.
Not the dogs, but the humans who hire her.
Hendricks is one of many Colorado business owners advertising in the Christian Business Directory, a glossy shopper that is free in supermarkets throughout the metro area.
In its 18th year, Colorado-based Red Letter Publishing prints annual directories for Denver, Larimer County and Colorado Springs, and has expanded to 27 cities in 14 other states. It is where you turn if Christianity is what matters when shopping for services.
“I see my job as outreach — an evangelism and friendship kind of thing through dog-walking,” said Hendricks, a third-year advertiser.
The directory is packed with ads for everything from “abortion alternatives” to “window wells and covers.” There are Christian roofers, mechanics and home remodelers. Christian dentists promise to relieve not only toothaches but also snoring. Christian pest controllers will exterminate your bugs. And a gamut of Christian wealth preservation lawyers and divorce attorneys pledge their fidelity.
One entrepreneur advertises “biblically based retirement vehicles” that follow the teachings of the Old and New Testaments.
“It’s about asking God what to do with your resources and money — issues of contentment, tithing and wants versus needs,” said Bob Tench of Denver, who notes that he refrains from referring to God or Christ when working with so-called nonbelievers.
Bob Gaunt of Arvada said he hopes his credentials as a follower of Jesus Christ will snag him business as a square-dance caller.
“Letting people know that you’re faithful and all promises that they’ll get what’s advertised and that you’ll be a good person to work with,” the first-time ad buyer said. “I think advertising as a Christian speaks highly of myself.”
We all try to do business with people we can trust. Christians are no different, said publisher Barry Hultgren.
Having faith in “Jesus Christ as the son of the living God,” as his directory states, doesn’t in itself make your business better than others, Hultgren said. Still, he screens all potential advertisers to gauge their level of church attendance.
“We’re concerned about the integrity of our directory,” he said. “The faithful like to keep their business in their community so we can benefit the cause of Christ.”
In keeping with his own faith, Hultgren said he rejects advertising by liquor stores and medical-marijuana dispensaries.
One of his biggest clients in Denver is Doug Romero, a criminal defense lawyer whose full-page ad asks, “When was the last time you prayed with your attorney?” A Promise Keeper, Romero touts his firm as Colorado’s only Christian law firm (even though an ad three pages deeper in the directory plugs the practice of John M. Humphreys: “A Full Service Christian Law Office”).
In any case, with the help of an on-staff pastor, Romero offers spiritual as well as legal counseling, and he claims divine guidance on legal strategy.
“A client leaves my office as a better person because we’ve helped them address all their issues,” he said.
Romero is quick to differentiate himself from other well-known lawyers in town.
“What’s the difference between me as opposed to a Harvey Steinberg or a David Lane?” he said. “They’re just looking out for material interests. I’m looking out for eternal interests. See, that’s the difference between them and me.”
Susan Greene writes Sundays, Tuesdays and Thursdays. Reach her at 303-954-1989 or greene@denverpost.com.
