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Etched in Stone for a Thousand Good Reasons


"I'm Sorry"


The mother of all apologetic phrases

Used unconsciously by all untrained individuals. It is to be avoided at all costs when persuading anyone about anything.

Even in a situation of great embarrassment, saying the phrase "I'm sorry" is taboo. Just describe the event as a terrible accident and offer to be helpful in cleaning up the "mess."

Believe It!

You can work around the phrase and deliver the message that you truly are sorry without saying it out loud.

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