I was working on the marketing strategy of an organization to recruit new members.
Me: I notice that your website talks a lot about "belief" but it doesn't really say anything substantive. Maybe we can actually try to be more specific in your materials?
Client: We'd like to go another direction.
I further researched the organization and found many online reviews by people who had previously been involved, stating the organization encouraged people to suspend rational thought, included a lot of groupthink and demanded blindly following leadership in ways that were not psychologically healthy. A few used the word "cult." Bullet dodged.