The hidden impact of the words you use (feat Dr Jonah Berger)
Oct 30, 2023
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Dr Jonah Berger, acclaimed behavioural scientist, discusses the power of words in persuasion and behavior. He explains how subtle shifts in language can greatly impact perception and increase persuasion. Topics include framing actions as identities, the influence of nouns on attitudes, and the effectiveness of the present tense in conveying confidence.
Adding the word 'because' to a request significantly increases the likelihood of a positive response, even if the reason provided after 'because' is weak.
Using nouns to describe actions and framing them as identities can influence people's behavior and decision-making, leading to increased engagement in desired actions.
Deep dives
The Power of One or Two Magic Words
In this podcast episode, Jonah Berger, a marketing professor, reveals how the volume of words used is not crucial for persuasion. Instead, he emphasizes the power of using one or two magic words. He explains that adding the word 'because' to a request can significantly increase the likelihood of receiving a positive response. Even if the reason provided after 'because' is not strong, people are more likely to support the request based on the simple word alone. Berger also shares examples of how changing verbs into nouns, such as being a helper instead of helping, can make people more likely to engage in desired actions. This approach of framing actions as identities taps into people's desire to hold specific traits, influencing their behavior. Ultimately, Berger suggests that small tweaks in language can have a profound impact on persuasion.
The Influence of Identity-based Language
Identity-based language plays a significant role in persuasion. Jonah Berger discusses how using nouns instead of verbs can shape people's behavior and decision-making. For example, calling someone a runner instead of saying they run makes it their identity, leading them to engage in running more consistently. Berger shares a study where children were more likely to clean up after themselves when asked to be a helper rather than being asked to help. Similarly, using identity-based language in marketing can also be effective. For instance, framing a request as an opportunity to become an influencer can influence people to engage in actions that align with that identity. However, it's important to note that identity-based language may backfire if it contradicts existing stereotypes or beliefs, particularly for vulnerable groups.
The Persuasive Impact of Present Tense Language
Jonah Berger highlights the role of using present tense language in increasing persuasiveness. Studies have shown that using present tense to describe experiences, preferences, and recommendations makes reviews and suggestions more persuasive. Present tense statements come across as confident assertions rather than subjective opinions. For example, stating 'I love this product' instead of 'I loved this product' can make others more likely to trust the recommendation and take action. Berger explains that the shift to present tense imparts a sense of stability and generalization, making others more inclined to believe in the recommendation's value. This insight can be applied to various contexts, from marketing to customer reviews and beyond.
Today’s guest shares how to make people 50% more likely to agree to your request. How to make children 33% more likely to tidy up. Plus, how to make your team more creative, your pitches more believable and your suggestions sound more confident.
You don’t have to take some magic pill, or get face-altering surgery. You just need to change the words you use. Tune in to hear Dr Jonah Berger, best selling author and acclaimed behavioural scientist explain what makes some words magic.
