Use "But" The Right Way

0:00I said, "Hey, these markers smell like but they write four times longer than other markers and they don't dry out." You're going to be like, "Wow, I now believe that more than if I just said, 'These markers last four times longer than other markers before they dry out.'" Now, watch this. Let's flip it. These markers write four times longer than others, but they smell like crap. What am I emphasizing? [music] I'm actually emphasizing the fact that they smell bad, not the fact that they write longer. And so, we use the first part to gain trust for the second half of the statement. Viagra only works for 4 to 6 hours, but you're going to have the time of your life. It might raise your blood pressure, but you're going to have an amazing night. Our websites are ugly as hell, but they convert, right?

0:41Our systems are incredibly boring, but they work. If I said our systems work, but they're incredibly boring, I'm going to emphasize on the boring part, not on the fact that they work. But, how you organize your language around words like but, which are amplifiers, it allows you to say damaging admissions in a way that's compelling.