{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Magic Words: Master the art of persuasion | NYT Best Seller Jonah Berger","description":"New York Times bestselling author Jonah Berger\u2019s cutting-edge research reveals how six types of words can increase your impact in every area of life: from persuading others and building stronger relationships, to boosting creativity and motivating teams. He labels them SPEACC (\u201cspeak,\u201d phonetically), and they are crucial to understanding if one wants to be a more effective and charismatic speaker. Meanwhile, Jonah explains\u2013using words like seems, think, should\u2013-lessens the effectiveness of speech overall. More specifically, though, there are certain hedging phrases which yield more results than do others, and he discusses them here. He also describes \u201cthe copier experiment,\u201d wherein one simple word will persuade people to accommodate a request, even if inconvenient.  A simple two-letter word modification will convince everyone from children in the classroom to community members during election time to take the desired action. Delegating action versus assigning someone an identity based on that action is a very powerful shift, as Jonah explains. There are six categories under which persuasive language falls, a framework. There is a surprising difference between the effectiveness of abstract language and concrete language  when it comes to raising money. Brendan shares an example of using hedging language versus direct language, and the difference it made to his clients.  Quotes: \u201cWhile we pay a lot of attention to what we want to communicate\u2026we think a lot less about how we say those things, the particular words we use. And that's a mistake because the words we use can have a big impact on our effectiveness.\u201d (3:52-4:15 | Jonah)  \u201cI know that some people hate Donald Trump, and I know that some people love Donald Trump. Whether you love him or hate him, you can't deny that he's been a great salesperson for his ideas. Even if you hate him and hate everything he stands for, he's had an amazing ability to get a whole bunch of people to do what he wants and follow his suggestions. So, one question is: why?\u201d (6:57-7:18 | Jonah) \u201cThink about it this way: If you understand the science of hitting, you get on base more in baseball. If you understand the science of shooting a basketball, more of your three free throws go in. Same is true of language. Language is something we do all the time, just like you can become a better basketball shooter, a baseball hitter, a better swimmer, whatever you do in your life. By understanding how language works, you can use it more effectively.\u201d (17:55-18:19 | Jonah) Connect with Brendan Dell: LinkedIn: https:\/\/www.linkedin.com\/in\/brendandell\/ YouTube: https:\/\/www.youtube.com\/c\/BrendanDell Instagram: @thebrendandell TikTok: @brendandell39 Buy a copy of Brendan\u2019s Book, The 12 Immutable Laws of High-Impact Messaging: https:\/\/www.indiebound.org\/book\/9780578210926    Pre-Order Jonah\u2019s Book: Magic Words Hardcover & Kindled: https:\/\/amzn.to\/3IwX21l Audio: https:\/\/amzn.to\/3ZbRe4c Check out Jonah\u2019s recommended books:   The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell  https:\/\/www.indiebound.org\/book\/9780316346627   Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath  https:\/\/www.indiebound.org\/book\/9781400064281   Diffusion of Innovations by Everett M Rodgers https:\/\/www.indiebound.org\/book\/9780743222099 Please don't forget to rate, comment, and subscribe to Billion Dollar Tech on Apple, Spotify, or wherever you listen to podcasts! Use code Brendan30 for 30% off your annual membership with RiverSide.fm  Podcast production and show notes provided by HiveCast.fm ","author_name":"Billion Dollar Tech","author_url":"https:\/\/brendandell.com\/","html":"