“But” vs. “However”

The way you use the words “but” and “however” can make a big difference. The word “but” usually precedes a negative thought – “Your product is incredible BUT it’s too expensive.” People block out the compliment because they are ready for a letdown.

“However” is a softer transitional word. For instance, “Your service is great, HOWEVER I’d like to see your customer testimonials before I buy.”

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