David Abbott's Trick To Building Trust In Your Ads

Abbott reveals why a small admission gains a large acceptance in communication.

Abbott says: "A small admission gains a large acceptance in communication. That's why, if I were making a speech, I'd always start with a self-deprecating story or two. It signals: this person isn't trying to sell me something. Because the moment you look like you're selling, you're at a disadvantage. People don't like it in real life, so why would they like it in advertising?"