Use these words to become more persuasive
The words and subtle shifts in language that will make you more persuasive in every conversation.
Last week I wrote about the vocal tones that make us sound more persuasive, and it was very well received.
Today, I’m covering the “magic” words to use in order to be more persuasive.
Words are part of everything we do.
Salespeople use words to sell, leaders use words to lead, and marketers use words to create advertisements.
After reading this newsletter, you will be able to combine the “vocal tones” with these “magic words” to become more persuasive at work and in your everyday life.
Let’s start! 🏁
“Because”
In 1978, Harvard psychology professor Ellen Langer and her colleagues conducted one of the most famous experiments in social behavior.
They asked people waiting for the copy machine if they could cut the line. Sometimes they gave a reason, sometimes they didn't.
They tested three different requests:
May I use the Xerox machine?
May I use the Xerox machine because I have to make copies?
May I use the Xerox machine because I’m in a rush?
By simply asking, without giving a reason (request 1), 60% let them through.
But when they also gave a reason (requests 2 and 3), more than 90% did.
And this was despite the second request conveyed no information (i.e. they were simply asking to cut the line because “they had to make copies”).
Persuasion was not driven by the reason itself.
It was simply driven by the power of the word ‘because’.
By just giving a reason, you could improve your chance of persuading someone by 50%.
Help vs. Helper
In an interesting research, 3- to 6-year old children were exposed to the idea of “helping” (verb) or “being a helper” (noun).
Children asked to “being an helper” helped significantly more (29% more) than children asked to “help”.
Yes, these are children - you might say.
But this also works on adults.
Another research showed that messages about “being a voter” rather than just “voting” increased registration and turnout in state and national elections, by approximately 15%.
Why?
It comes down to the difference between actions and identities.
More than having “desired actions”, we care about having “desired identities”. And people’s desire to shape their own identities can be leveraged to influence behavior.
Wharton Professor and Bestselling Author Jonah Berger in his ‘Talks at Google’ session:
Voting?
I know I should vote. But I might not have the time.But being a voter?
I definitely want to do that, and if voting is the way to show myself and others that I’m a voter, well now I’m much more likely to do it.
The bottom line: framing actions into identities can make people more (or less1) likely to take those actions.
“Recommend“
This research showed that compared to more implicit endorsements (e.g. “I liked it”, “I enjoyed it”), explicit endorsements (e.g. “I recommend it”) are more persuasive and increase purchase intent.
Saying “I recommend we go with this option” instead of “I like this option” makes people 32% more likely to accept your suggestions.
Keep this in mind the next time you want to persuade your manager on a strategy, or when convincing your partner to try that new restaurant you’ve read about.
Here’s what you might have missed recently on ‘Getting Better’:
“Definitely”, “Obviously”, “Absolute”, “Precisely”
Speaking with certainty increases persuasion.
When you use absolute terms, you sound more competent and persuasive. People tend to believe those who speak with confidence, thinking they must be right if they seem so sure.
However, an interesting research showed that certainty effects depend on perceived source expertise:
While non-experts can become more persuasive by expressing high certainty about their opinions, experts can become more persuasive when they express some degree of uncertainty.
Across several studies, the authors found that expert sources gained interest and influence by expressing minor doubts about their own opinion.
Therefore, speak with certainty if you’re building credibility in a new area or lack established expertise. But if you’re already perceived as an expert, embracing some uncertainty can actually make you more persuasive.
Wrapping up
Becoming more persuasive is not about using tricks, but rather understanding how the words we use can influence people and how they perceive us.
By using words like “because”, “recommend”, framing actions as identities, and choosing words that convey certainty, you can communicate more effectively and inspire others to act.
See you all next Sunday 🗓️
Thanks,
Giacomo
Works also for negative behaviors: “being a cheater” is worse than “cheat”, “losing” is bad, but “being a loser” is worse. And people are less likely to cheat if the act of cheating is labelled as “being a cheater”.
Absolute value bomb! 💣
Interesting how experts that show uncertainty become more persuasive.
You’d think it would be the other way around, but from my own experience I’d agree. Those who are incapable of questioning if they’re right are not always the ones to listen to.