In this captivating discussion, Jonah Berger, a Wharton professor and bestselling author, delves into the power of language. He reveals how subtle shifts in word choice can transform interactions, whether convincing clients or connecting with friends. Berger introduces the SPEAK framework and emphasizes the importance of asking effective questions. Listeners learn practical tips to enhance engagement and foster curiosity in communication. With insights from his book, Magic Words, Berger demonstrates how specific language can inspire and influence others in meaningful ways.
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volunteer_activism ADVICE
Contagious Content
Craft contagious content by leveraging the power of word-of-mouth.
Turn customers and colleagues into advocates who will share your message for broader reach and impact.
question_answer ANECDOTE
The Power of Secrecy
Please Don't Tell, a bar hidden inside a hot dog restaurant, gained popularity through secrecy.
This made customers feel special, prompting them to share the secret, creating effective word-of-mouth.
insights INSIGHT
Question Power
Asking for advice can make you appear more competent because it appeals to others' egos.
Follow-up questions show attentiveness and deepen connections, increasing likeability.
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In this book, Chip and Dan Heath explore the anatomy of ideas that stick and provide methods to make ideas more memorable. They introduce the SUCCESs formula, which stands for Simple, Unexpected, Concrete, Credible, Emotional, and Stories. The book is filled with examples from urban legends, business stories, and personal anecdotes, demonstrating how these traits can be applied to make any idea stickier. It is particularly useful for anyone interested in influencing others, whether in business, education, or other fields.
Magic Words
What to Say to Get Your Way
Jonah Berger
In 'Magic Words,' Jonah Berger explores the profound impact that language can have on our lives. Drawing from cutting-edge research and advancements in fields such as machine learning, computational linguistics, and natural language processing, Berger reveals the six types of words that possess the power to transform our ability to persuade, connect, and inspire. The book provides practical techniques to craft compelling messages, establish trust, and inspire action through effective communication. It covers how certain words can activate identity and agency, convey confidence, ask the right questions, leverage concreteness, employ emotion, and harness similarity and difference. Berger uses real-world examples to illustrate his points, making the book a valuable resource for anyone looking to increase their impact in various areas of life.
Invisible Influence, The Hidden Forces That Shape Behavior
Jonah Berger
The Catalyst
How to Change Anyone's Mind
Jonah Berger
The Catalyst introduces a revolutionary approach to change by focusing on removing barriers rather than exerting more effort. The book identifies the key barriers to change and provides techniques to mitigate them, drawing from examples such as hostage negotiators, marketers, leaders, activists, substance abuse counselors, and political canvassers. It offers a powerful way of thinking and practical tools to help individuals, organizations, and industries achieve significant change.
Contagious
Why Things Catch On
Jonah Berger
In 'Contagious: Why Things Catch On,' Jonah Berger explains that the popularity of products, ideas, and behaviors is driven by six key principles: social currency, triggers, emotion, public visibility, practical value, and stories. Berger argues that word of mouth, rather than traditional advertising, is the primary force behind making things popular. He provides case studies, real-world examples, and research findings to support these principles, which can be applied to various fields including marketing, social causes, and political campaigns. The book emphasizes that contagious content can spread through everyday conversations rather than relying on socially influential individuals[2][4][5].
Words have impact. But when it comes to enchanting audiences and captivating with communication, Jonah Berger, PhD ’07, says some words are more potent than others.
Berger is a Wharton School professor and an internationally bestselling author. His most recent book, Magic Words: What to Say to Get Your Way, identifies language we can use to communicate more effectively in all sorts of personal and professional contexts. “Subtle shifts in language can have a huge impact on everything from convincing clients and holding attention to connecting with loved ones in our lives,” Berger says.
Magic words allow us to change minds, engage audiences, and drive action. In this episode of Think Fast, Talk Smart, Berger and host Matt Abrahams discuss how we can leverage their power in our own communication.
***** This episode is brought to you by Babbel. Think Fast Talk Smart listeners can get started on your language learning journey today- visit Babbel.com/Thinkfast and get up to 55% off your Babbel subscription.
Think Fast Talk Smart: Communication Techniques 
