We all understand the importance of choosing the right words, but few realize that minor tweaks to how we speak and write can change people’s minds, engage our audiences, and persuade them to do things we want them to do.

Podcast guest Jonah Berger has a new book out called Magic Words: What to Say to Get Your Way. Berger is a marketing professor at the Wharton School of the University of Pennsylvania and a language detective. He shares what his research and science can tell us about language and how to use it more effectively.

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Words That Instantly Make You More Persuasive