PERSUASION TIP 6 If you are not a Master Persuader running for president, find the sweet spot between apologizing too much, which signals a lack of confidence, and never apologizing for anything, which makes you look like a sociopath. If Trump had apologized for any of his factual “errors,” I would remember whatever alleged wrongness triggered the apology. That would stick in my mind. I assume that’s at least partly why he doesn’t do apologies. Apologizing would be a sign of weakness and invite continual demands for more apologies. In Trump’s specific case, apologies wouldn’t have helped his
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