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I have watched more salespeople and companies pitch their ideas over the years than I care to count. And during thousands of interviews with consumers about how they use different products and services and respond to marketing messages, I have honed the craft of ferreting out telltale signs of lies and omissions.
From that experience, I am going to let you in on a little secret about a word you should stop using immediately.
It is “actually.”
For the experienced listener, “actually” is a dead giveaway of an area that at the least needs to be further investigated, and may point at a deception.
Let me explain. When you use the word “actually” properly, you are comparing two thoughts and providing clarification.
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