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Every now and then in your bullets you should give something away. Give them good information. In fact, I would go so far as to say, give away your best information. Give away your best tricks.
How to Write Copy That Sells
Ray Edwards
When we find out we might be wrong, a standard defense is “I’m entitled to my opinion.” I’d like to modify that: yes, we’re entitled to hold opinions inside our own heads. If we choose to express them out loud, though, I think it’s our responsibility to ground them in logic and facts, share our reasoning with others, and change our minds when better evidence emerges.
Research shows that in courtrooms, expert witnesses and deliberating jurors are more credible and more persuasive when they express moderate confidence, rather than high or low confidence.
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