If you say something enough, people will believe it to be true, unless what you're saying is that Juan Mata isn't going anywhere.
Time and again, Jose Mourinho has said that Mata won't be sold this summer and that the winger will have a large role in the squad.
After Mata was named only as a substitute against Manchester United, some wondered if the 25-year-old was actually not wanted by Mourinho. There was also that time where it was reported Mata's father was in the Arsenal director's box for the Gunners' 2-0 win over Fenerbahce (h/t The Associated Press' Rob Harris).
However, the "Special One" has once again confirmed where Mata stands (h/t the Daily Mail's Jack Gaughan):
He didn't play against Man United, it was my option. I have always reason for the options. I feel that it's my duty to explain to the players the reasons for my options - and I do. I don't feel it's my duty to explain to the media the reason for my options. I don't always do (it). Everything is clear between me and the player. We have no problems. I think he's a very important player for us. He wants to be a very important player for us. He wants to stay. I want him to stay, the club want him to stay. There is no story.
Now the English press doesn't have the greatest of reputations when it comes to transfer rumours, but it's surprising how long the legs on this non-story have grown.
Managers often try to be a bit deceptive in order to strengthen their negotiating power. Not even Mourinho can be this Machiavellian, though.
He knows exactly how good a player Mata is, and that losing him would make Chelsea a worse football team. Sure the Blues have a ton of attacking midfielders at the moment. With Mata, though, you can't simply sell him in hopes of finding a direct replacement.
In addition, you'll need a lot more time than four days to find anybody who could possibly try to match the quality and versatility of the Spanish star.
Mourinho often uses a very pragmatic, defensive style. The Manchester United match is evidence of how he is not afraid to bunker down. He still needs players who offer creativity and flair.
Real Madrid, Inter Milan and Porto all had great playmakers who were skilled on the ball. Wesley Sneijder and Cristiano Ronaldo both enjoyed the best spells of their career under Mourinho, and there's no reason Mata can't do the same.
Just because the club bought Willian doesn't mean they're going to jettison quite possibly the best player in the Premier League. If anything Victor Moses will be the odd man out, as Neil Ashton of the Daily Mail reported Liverpool would be interested in a loan for the young winger.
Even opposing managers are aware how unlikely a deal for Mata would be.
Andre Villas-Boas acknowledged how loathe the Blues would be to sell to a crosstown rival (h/t Rob Harris).
Arsene Wenger has also been realistic about his chances of signing Mata (h/t Sky Sports). To be fair, though, Arsenal have enough trouble signing players from other countries.
So you've got a manager who has been adamant that he isn't selling a player, and two managers who have already discussed the problems that would come with somebody else trying to sign said player.
Maybe Mourinho should just have Mata unveiled as a new Chelsea player again and commission a statue of the Spaniard. That way there isn't any room left for speculation.