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You ensure that the negative message ends up Panama Phone Number before ‘but’ and place the positive message after the signal word. Because with that one four-letter word you can both weaken a negative message and reinforce a positive message. How? Also read: Dutch vs. Belgians: 7 important life lessons [you taught me] But don’t build a castle in the air First of all: naming a weakness or disadvantage makes every message(s) credible.

Simply because you

Show honesty and make Panama Phone Number yourself vulnerable. You don’t make things more beautiful than they are and don’t build castles in the air. The Tax and Customs Administration did this cleverly with the slogan ‘We can’t make it more fun. It’s easier.’ This honest and now historic slogan was conceived in 1993 by advertising maker Martijn Horvath. Why (h) honest?

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Because Horvath allows

the negative Panama Phone Number image of the tax authorities to be followed by a positive element. Now this example shows how by naming the weakness you work on your credibility, after which an advantage immediately gains more value in the unconscious brain. At the same time, this example from the Tax Authorities does not contain the word but.

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