CONGRUENCE

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The word means “the quality or state of agreeing or corresponding”.

In the sense I’m using it here, it stands for ‘walk your talk’ – or do what you say you will.

Congruence leads to trusting attention. As a corollary, when you break your word, you lose that hard-earned trust.

Whenever you’re tempted to use hype to ‘juice up’ copy, or make a ‘big promise’ to convince more people to buy in, or ’stretch the truth’ to make it sound more attractive, remember – you’re delivered result must be congruent with it.

• If you use a signature on your forum post positioning you as an expert, then ask a basic question on that subject of presumed ‘expertise’, you are not congruent.
• If you pretend to be pulling in cash hand over fist, but seek hand-outs to help pay the bills in your private communications, you are not congruent.
• If you teach business systems that streamline and automate your work, yet sport a haggard, sleep-deprived look in your photos or videos, you are not congruent.
• If you promise to be changing the game, taking it to a new level, but just play the same tricks with a different twist, you are not congruent.

And congruence is easy to sense.

Nature is congruent. Day follows night. The sun rises in the East daily. Drop a stone and it falls to the ground.

Anything else would be surprising.

Because it is incongruent.

Is your marketing congruent?

Your behavior?

Your life?

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