The 1 lesson that I learned from Eminem.

0:00The most important lesson I ever learned in persuasion I actually learned from Eminem. In his rap battles, the way that he would win is that he would call out every single deficiency, every single thing he possibly could that was negative about himself, so that he took the weapons out of his opponent's mouth. There was nothing they could say to him that was worse than what he had already said to himself. And I realized he made it so that everything that he said after that point had to be believable. And you can use that same psychology when you're selling someone. So, instead of saying, "Hey, our stuff's so great," you can say, "Hey, these are the ways our stuff isn't that good. But, because we're not that good in this way, it makes us much better in this way." And they'll be far more likely to believe for your positive trait if you just are honest and upfront about the negative, and it makes you bulletproof.