Shanli Liu explains how Eminem's strategy of owning his flaws in lyrics works as a sales tactic. List your product's drawbacks, then use "but" to pivot to the positive. Listeners focus on what comes after "but," making your claim more credible.
I learned this tactic from Eminem that he used in rap but actually makes sales way more effective. He always used to talk about owning all the negatives. You want to say every negative thing you possibly can about yourself so no one else can. But as salesmen, you can actually stack the deck in your favor using all the negative and then reversing it into positive. Here's how it works. It's all around the word "but." Normally, if you've ever heard people who are like, "Oh, he's saying something good, where's the but?" Because everyone is trained to emphasize what happens after the word "but." But when you're persuading, what you can do is rather than say good thing, but bad thing, you flip it. So you say all the bad stuff. Our program is really long, it's very difficult, it's complex, but it works better than anything else you've ever tried. The second half of the sentence becomes magnified because of the damaging admissions that "but" amplified.
