ACA Blog

David Diana
Sep 21, 2010

Making Something Happen

“Inspiration shows up after you make some sort of gesture.” – Bindu Wiles, Creativity Coach. Isn’t it interesting once you’ve followed that rabbit down the hole? Bill Moyers refers to the phenomena of living your truth as being helped “by hidden hands”. Joseph Campbell tells us when you follow your “bliss” you are put on a path that has been there all along. This is the key to good marketing.

The problem is that self-promotion gets a very bad rap. In many cases it is misunderstood completely. It’s no wonder most standard marketing efforts and methods produce such horrible results. Good marketing is not about who promotes the most, or who has the catchiest tagline. It’s not about advertising, mailers, and press releases. Good marketing is about authenticity and finding inspiration from that very place of being.

If you are struggling with the idea of self-promotion for your practice or career I suggest starting from a more honest place. Find a passion and a gift you wholeheartedly believe in, and speak with that voice. You will find yourself anchored in integrity with a renewed sense of purpose and meaning. When you come from that position of strength, your marketing efforts will look different, they’ll have a different rhythm, and they’ll be far more effective.

And when you find that place and that voice you’ll know. Your actions will no longer feel like self-promotion. You won’t call it marketing because, at that moment, it will no longer be marketing.

It will simply be you.

David P. Diana is a counselor, author, and a director for a behavioral healthcare organization. He writes a weekly blog on sales and marketing for counselors (

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