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Don’t sell bad news as great news

A question I get asked a lot is how to offer bad news.

The thing with bad news is that they won’t magically turn into better news if you put a sugarcoating on top.

So, if you ask me, then just tell the bad news. Make it short and stick to the point. It’s going to hurt, but it’s going to hurt, anyway.

One thing that this attitude does for you is that it increases your credibility. If you earn a reputation for meaning what you say then people will trust you not only when you offer bad news but also when you offer great news, especially then.

However, if you hide bad news behind a curtain of dust and smoke, or worse, if you sell bad news behind a façade of great news, sooner or later people will notice because sooner or later it is going to hurt. And so, whenever you have news, they will be unsure about what to make of it.

Don’t sell bad news as great news.

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