n the mid-1980s researchers at Cleveland State University made a startling discovery.
They conducted an experiment by creating two job candidates David and John. The candidates had identical resumes and letters of reference. The only difference was that John's letter included the sentence “Sometimes, John can be difficult to get along with”. They showed the resumes to a number of personnel directors. Which candidate did the personnel directors prefer? Difficult to get along with, John.
The researchers concluded the criticism of John made praise of John more believable. Admitting John's flaws actually helped sell John. Admitting flaws gives you more credibility. A key to selling.
二十世纪八十年代中期，克利夫兰州立大学的研究人员发现了一个惊人的事实。
他们进行了一项实验，虚构了两名求职者大卫和约翰。两名应聘者具有相同的履历和推荐信。惟一的区别就是约翰的推荐信里有这么一句评语：“有时，约翰可能很难相处。”他们将履历表交给众多人事主管看。这些人事主管青睐谁呢？难以相处的约翰。
研究人员作出这样的结论：对约翰的批评令他的优点更加可信。坦言约翰的缺陷实际上帮助推销了约翰。坦言缺陷令你有更高的可信度。这是推销的关键。