How Using the Word “but” the Right Way Boosts Persuasion

0:00I want to give you a single language pattern change that you can do to increase how much people believe what you say. And it's by using the word but. Not the way you think. Two statements that go on either side of but. You have something good and something bad typically because but shows that there's a difference between the two. Most people say good statement but bad. But the beautiful thing is with persuasion, you can actually flip it. And so you put the negative stuff first. You say, "Hey, our program is really hard. It's really long. It's honestly very complicated, but it works better than anything you've ever tried …