tactic can be particularly successful when the audience is already aware of the weakness; thus, when a communicator mentions it, little additional da… - Robert B. Cialdini

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tactic can be particularly successful when the audience is already aware of the weakness; thus, when a communicator mentions it, little additional damage is done, as no new information is added — except, crucially, that the communicator is an honest individual. Another enhancement occurs when the speaker uses a transitional word — such as however, or but, or yet — that channels the listeners’ attention away from the weakness and onto a countervailing strength.