Use "But" The Right Way
This short video explains how the placement of 'but' in a sentence determines which part of the statement receives emphasis. By putting a negative or lesser point before 'but' and the key selling point after it, speakers can strategically guide attention and build trust. The reverse order undermines the message by emphasizing the negative.
Summary
The speaker demonstrates a simple but powerful linguistic principle: the word 'but' acts as an amplifier that shifts emphasis to whatever comes after it. Using the example of markers, the speaker shows that saying 'they smell bad, but they last four times longer' draws attention to the longevity, while reversing the order — 'they last four times longer, but they smell bad' — shifts focus to the negative quality.
The speaker argues that the first part of a 'but' statement is used to establish credibility or acknowledge a weakness, which then makes the second part (the main point) more believable and impactful. This structure works because the concession of a flaw builds trust with the listener, making the benefit that follows feel more honest and persuasive.
Several real-world examples are provided to illustrate this technique: Viagra's side effects acknowledged before its benefit, an ugly website that converts well, and boring systems that reliably work. In each case, the negative is placed before 'but' so that the strength receives the emphasis. The speaker concludes that intentional word order around amplifier words like 'but' is a key tool in persuasive communication.
Key Insights
- The speaker argues that 'but' functions as an amplifier, meaning whatever follows it receives the greater emphasis in the listener's mind.
- The speaker claims that placing a negative or weakness before 'but' — rather than after it — causes the listener to focus on the strength that follows, not the flaw.
- The speaker contends that acknowledging a downside first (e.g., a bad smell or ugly design) builds trust, which makes the benefit stated after 'but' more convincing.
- The speaker uses the Viagra example to illustrate how a serious side effect (raised blood pressure) placed before 'but' is overshadowed by the promised benefit that follows.
- The speaker explicitly states that saying 'our systems work, but they're incredibly boring' shifts the emphasis to the boring part — demonstrating how reversing the order undermines the intended message.
Topics
Transcript
[0:00] If I said, "Hey, these markers smell like but they write four times longer than other markers and they don't dry out." You're going to be like, "Wow, I now believe that more than if I just said, "These markers last four times longer than other markers before they dry out." Now, watch this. Let's flip it. These markers write four times longer than others, but they smell like crap. What am I emphasizing? I'm actually emphasizing the fact that they smell bad, not the fact that they write longer. And so, we use the first part to gain trust for the second half of the statement. Viagra only works for 4 to 6 [0:31] hours, but you're going…
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