1 Word That Immediately Kills Your Credibility

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This post is in partnership with Inc., which offers useful advice, resources, and insights to entrepreneurs and business owners. The article below was originally published at Inc.com.

I have watched more salespeople and companies pitch their ideas over the years than I care to count. And during thousands of interviews with consumers about how they use different products and services and respond to marketing messages, I have honed the craft of ferreting out telltale signs of lies and omissions.

From that experience, I am going to let you in on a little secret about a word you should stop using immediately.

It is “actually.”

For the experienced listener, “actually” is a dead giveaway of an area that at the least needs to be further investigated, and may point at a deception.

Let me explain. When you use the word “actually” properly, you are comparing two thoughts and providing clarification.

For example:

Question: “Did you go to the store for milk?”

Answer: “Actually, I stopped at a gas station.”

In this example, it is easy to see why someone might use the word . The original question suggested that you went to the store, but you might not think that a gas station is really a store. In your mind, you are comparing and justifying the decision to stop at a gas station rather than a grocery store.

Back to the business setting: Extra words used in a sales presentation or investor pitch are unnecessary. They subconsciously point listeners to question if there’s more unspoken information. The word “actually” serves as a spoken pause, giving the presenter’s brain time to catch up and decide how to resolve the conflict in their mind between the question asked and reality.

A common example of how this plays out in a sales presentation or investor pitch:

Question: “How many customers are using the platform?”

Answer: “We actually have over 100 companies.”

The word “actually” isn’t important to the answer. It’s extra information that makes the listener curious as to why the word was added. An astute investor or customer will follow up with a request to see a customer list or to get a customer referral.

In a customer interview, the customer may use the word as a way to please the person asking the question:

Question: “Do you use this product?”

Answer: “Actually, I have.”

To the experienced listener, this answer actually (get it?) means, “No, I have never used it” or “I used it once and it didn’t do what I expected or needed.” An appropriate follow-up is to ask for a specific example or time that the function was used.

Perfecting your pitch requires attention to what you say and removing anything that distracts them from your primary message. As a listener, keying in on the word “actually” can clue you in to the subconscious and give you a competitive edge.

5 Horrible Habits You Need to Stop Right Now

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Do Not Email First Thing in the Morning or Last Thing at Night “The former scrambles your priorities and all your plans for the day and the latter just gives you insomnia,” says Ferriss, who insists “email can wait until 10am” or after you check off at least one substantive to-do list item.Chris Pecoraro—Getty Images
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Do Not Agree to Meetings or Calls With No Clear Agenda or End Time “If the desired outcome is defined clearly… and there’s an agenda listing topics–questions to cover–no meeting or call should last more than 30 minutes,” claims Ferriss, so “request them in advance so you can ‘best prepare and make good use of our time together.'”Sam Edwards—Getty Images/Caiaimage
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Do Not Check Email Constantly Batch it and check it only periodically at set times (Ferriss goes for twice a day). Your inbox is analogous to a cocaine pellet dispenser, says Ferriss. Don’t be an addict. Tools like strategic use of the auto responder and Boomerang can help.Jetta Productions—Getty Images
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Do Not Carry a Digital Leash 24/7 At least one day a week leave you smartphone somewhere where you can’t get easy access to it. If you’re gasping, you’re probably the type of person that most needs to do kick this particular habit.by nacoki ( MEDIA ARC )—Getty Images/Flickr RF
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Do Not Let People Ramble Sounds harsh, but it’s necessary, Ferriss believes. “Small talk takes up big time,” he says, so when people start to tell you about their weekends, cut them off politely with something like “I’m in the middle of something, but what’s up?” But be aware, not everyone agrees with this one (and certainly not in every situation), and you may want to pay particularly close attention to norms around chit chat when traveling internationally.Reza Estakhrian—Getty Images

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