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… you should do this because you believe in it, rather than just use it as another marketing strategy.

– David Hieatt, Do Open, How a Simple Email Newsletter Can Transform Your Business. (and it can). Do Book Company.

And they don’t really mean it.

Doing something because you believe in it may be one of the biggest struggles of your working life. I’ve had times where I’ve been expected to be ‘on message’ for things I do not believe in. It’s a conflict.

So many companies, businesses, churches, organisations and individuals are doing lots of stuff and saying lots of things to market, promote, evangelise, grow, expand.

And they don’t really mean it.

Sometimes marketing is just making stuff up in order to make us believe something is happening when, nothing is really happening. Sometimes marketing is just a long-term commitment to lies.

On the other hand, it’s energising to see people saying what they mean and meaning what they say. Believing in what they are doing. Actions supporting words. Telling a story because something is really happening.

It takes guts to say that nothing is happening. It takes guts to say you won’t do something or say something because you don’t believe in it. It’s far too easy to just say stuff you don’t really mean.

You should do this because you believe in it.