Pro / Con

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This is a personal tactic used to build artificial trust when the person trying to persuade produces a pro/con list of their design. When we see a row of pros and few cons, it seems like an easy choice. Beware.


Generally, lists are presented in such a way that the pros meet our needs and wants, and the few cons are throwaways.


Conduct your own independent research that challenges assumptions in this binary analysis and build your own pro/con list. For example, a pro in a cable TV deal may be an additional landline on a cable deal. But is really a positive? Does it lead to confusion? Is there value in maintaining a telephone line which no one will use?

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