A recent study in a marketing journal advises to use gratitude, and start with a note of thanks towards what has been endured by the recipient.
For Example, Saying “Thank you for your patience’ instead of ‘Sorry for the wait’.
... along with justifications is all we normally blurt out during a heated discussion or argument, and it just makes things worse.
Focus on the present and the future, and not try to justify the past.
While apologizing, a certain cost has to be paid up. The point of this cost is not to benefit or enrich the recipient of the ‘Apology Gift’ but the sacrifice or the hurt the giver is willing to undergo.
For Example, an offer to cancel a weekend trip in order to spend that time with the partner.
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