Ep: 80, Magic Words: Change What You Say to Inspire and Influence Others | Summary and Q&A

Transcript

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Summary

In this podcast episode, Matt Abrahams interviews Jonah Berger, a professor, consultant, and author who specializes in persuasive communication. They discuss the power of word of mouth and how to use it to make ideas and messages catch on. Jonah shares insights from his book "Contagious: Why Things Catch On," including the six factors that drive word of mouth. They also explore the impact of language on behavior, focusing on topics such as social currency, the power of secrets, and the use of questions and certainty in communication.

Questions & Answers

Q: What is the main takeaway from Jonah's book "Contagious: Why Things Catch On"?

The main takeaway is the power of word of mouth and how to leverage it. By getting others to talk about our ideas, products, or messages, we can reach a broader audience and have a greater impact. Jonah's book delves into the science of word of mouth and explores the six factors that drive it.

Q: How can we develop word of mouth for our own ideas or products?

One of the key principles is social currency, which involves making ourselves look good by sharing something valuable or exclusive. Secrets can be a powerful tool in creating social currency, as having access to hidden information makes us feel smart and in the know. Another technique is to focus on making others look good by sharing our ideas or products. When we consider how our audience will look if they share our message, we can craft content that increases their social standing.

Q: What are some techniques to evoke word of mouth?

One technique is to use concrete language that is easy to process and visualize. This helps to hold people's attention and make your message more memorable. Familiar language can also be effective in capturing attention. Emotional language, particularly uncertainty or curiosity, can keep people engaged and wanting to learn more. By using these techniques, you can increase the likelihood of your message spreading through word of mouth.

Q: How can we use language to build confidence in our communication?

One effective strategy is to use language that conveys certainty. Leaders and charismatic individuals often speak with a great deal of certainty, which makes others more likely to listen and be persuaded. Avoiding hedges and turning past tense into present tense can help to project confidence and conviction in your words. By using language that is certain and definitive, you can increase your persuasive impact.

Q: How can emotional language help us be more engaging in our communication?

Emotional language can help to sustain people's attention and make your message more captivating. Certain emotions, such as hope or curiosity, can create a sense of uncertainty that keeps people engaged in wanting to find out more. By using emotional language that taps into people's curiosity or emotions, you can hold their attention and make your communication more engaging.

Q: How can we make complex topics more accessible and engaging to our audience?

Instead of using language that demonstrates our competence, such as big words and complex sentences, it is more effective to make your message concrete and simple. Using familiar and easy-to-understand language helps to hold people's attention and make your message more accessible. Building curiosity by creating a knowledge gap can also be effective in engaging your audience and keeping them interested.

Q: What are the three ingredients for successful communication?

The first ingredient is understanding your audience. By knowing who they are and what they need, you can tailor your message to resonate with them. The second ingredient is communicating simply and accessibly. Using concrete language and making your message easy to understand helps to engage your audience. The third ingredient is driving your audience to action. Instead of pushing your message onto them, find ways to help them see that the action you want them to take aligns with their own desires or identities.

Takeaways

Successful communication leverages the power of word of mouth and uses language effectively to engage and persuade others. Word of mouth is a powerful tool that can spread ideas and messages to a broader audience. To evoke word of mouth, focus on social currency and make others look good by sharing your content. When crafting your message, use concrete language, familiar words, and emotional language to hold people's attention. Confidence and certainty in your language can increase your persuasive impact. Making complex topics accessible and engaging requires simplicity and curiosity. Finally, successful communication involves understanding your audience, communicating simply, and driving them to action.