80. Magic Words: Change What You Say to Inspire and Influence Others

Summary

In this episode of 'Think Fast, Talk Smart' podcast, host Matt Abrahams interviews Jonah Berger, a professor at Wharton and author of 'Magic Words.' Berger discusses the power of language in communication, highlighting how certain words and phrases can significantly influence behavior. He introduces the SPEACC framework—covering similarity, posing questions, emotion, agency, concreteness, and confidence—to guide effective messaging. The conversation emphasizes the importance of understanding one's audience and crafting messages that resonate, persuade, and inspire action.

Takeaways

• 😀 **Power of Word of Mouth:** Jonah Berger emphasizes the significant impact of word of mouth in spreading ideas and products, suggesting that getting others to talk about your content is more effective than direct promotion.
• 🔍 **Science of Sharing:** Berger's research reveals six key factors that consistently drive people to share content, which can be leveraged to create contagious messages.
• 💡 **Social Currency:** The concept of 'social currency' suggests that people are more likely to share information that makes them appear good to others, such as being in the know or ahead of trends.
• 🗣️ **Asking for Advice:** Contrary to common belief, seeking advice can enhance one's perceived competence and knowledge, as it plays into people's egocentrism and desire to be seen as helpful.
• ❓ **The Art of Questioning:** Posing follow-up questions in conversations demonstrates active listening and interest, which can increase likability and strengthen connections.
• 💬 **Language and Influence:** Berger's SPEACC framework outlines six types of words that can influence behavior, including similarity, questions, emotion, agency, concreteness, and confidence.
• 📈 **Certainty in Language:** Using language with certainty (e.g., avoiding hedges) can increase the persuasiveness of a message and project confidence.
• 🎯 **Turning Actions into Identities:** Framing actions as identities (e.g., 'be a voter' instead of 'go vote') can motivate people to align their behaviors with the desired identity.
• ✍️ **Concrete and Familiar Language:** Using concrete and familiar language can make messages easier to process and hold attention, which is crucial for engagement.
• 🌟 **Emotional Language:** Emotional language, particularly that which conveys uncertainty, can effectively sustain attention and encourage continued engagement with content.

Q & A

What is the main focus of the podcast 'Think Fast, Talk Smart'?

The podcast 'Think Fast, Talk Smart' focuses on strategic communication, with episodes featuring discussions on persuasion, influence, and effective communication techniques.

Who is Jonah Berger and what is his connection to Stanford GSB?

Jonah Berger is a professor at Wharton, a consultant, speaker, and author. He was an undergraduate at Stanford and later earned his PhD from the Stanford Graduate School of Business (GSB), where he studied with Chip Heath.

What are some of Jonah Berger's popular books?

Jonah Berger is the author of several books, including 'Contagious: Why Things Catch On', 'The Catalyst: How to Change Anyone's Mind', and 'Invisible Influence: The Hidden Forces That Shape Behavior'.

What concept does Berger discuss in his book 'Contagious'?

In 'Contagious', Berger discusses the power of word of mouth and identifies six key factors that drive word of mouth and consumer behavior, which can be leveraged to create contagious content.

What is 'social currency' as described by Jonah Berger?

Social currency is the idea that people are more likely to talk about and share things that make them look good. It's about sharing information or experiences that enhance one's image or status among peers.

How can asking for advice influence how others perceive you?

Contrary to the belief that asking for advice might make one appear less competent, research shows that it can actually make a person appear more knowledgeable and competent, as it plays into people's egocentrism and desire to be seen as helpful.

What is the SPEACC framework mentioned by Jonah Berger?

The SPEACC framework is a set of six main types of words that can be used to craft more effective communication. The acronym stands for words that evoke similarity, posing questions, emotion, agency and identity, concreteness, and confidence.

Why are follow-up questions particularly impactful in conversations?

Follow-up questions are impactful because they show that the asker is paying attention and is interested in learning more. This can lead to the other person feeling valued and understood, which can increase their liking for the asker.

How can using language with certainty influence persuasion?

Using language with certainty, such as avoiding hedges and speaking in definite terms, can make a person seem more confident and convincing. This can lead to a greater impact on the audience and a higher likelihood of persuasion.

What is the strategy of turning actions into identities?

Turning actions into identities is a strategy where one encourages a behavior by framing it as part of a larger, positive identity. For example, asking someone to 'be a voter' rather than 'vote' can make them more likely to engage in the behavior because it aligns with their self-image.

How does Berger suggest using language to increase creativity?

Berger suggests using language that encourages broader thinking, such as switching from 'should' to 'could', which can help generate more creative solutions by expanding the range of possibilities considered.