Exactly What to Say: The Magic Words for Influence and Impact

by Phil M. Jones

the difference a subtle change of words can make to the outcome of a whole conversation, and it has fueled my study of the precise triggers that cause a shift in a person’s belief system.

Magic Words are sets of words that talk

straight to the subconscious brain. The subconscious brain is a powerful tool in decision-making because it is preprogrammed through our conditioning to make decisions without overanalyzing them. It works a little like a computer—it has only “yes” and “no” outputs and can never land on a “maybe.” It is strong and decisive and moves quickly. Using words that talk straight to the part of the brain that is free from maybes and responds on reflex gives you a fair advantage in conversation and can result in you getting your own way more often.

The words in question are, “I’m not sure if it’s for you, but...”

Opening a statement with the words, “I’m not sure if it’s for you,” causes the listener’s subconscious brain to hear, “There’s no pressure here.” By suggesting that they may not be interested, you naturally increase their intrigue.

I am guessing the part that you would focus on most is everything that follows “but.” The word “but” negates everything that was said prior, so when you say to somebody, “I’m not sure if it’s for you, but...,” what the little voice inside your listener’s head hears is, “You might want to look at this.”

In fact, for a decision to come true, you must have first at least imagined yourself doing it. Have you ever been in a situation in which you have

said, or even just mouthed, these words back to somebody else: “I just couldn’t see myself doing that”?

A simple change of wording puts you in control. Swap the phrase, “Do you have any questions?” with the improved, “What questions do you have for me?”

their wishes. Success in negotiating is all about maintaining control in a conversation, and the person in control is always the person who is asking the questions. By treating every objection you face as nothing more than a question, you can quickly regain control of the conversation by asking a question in return.

the time to fit this in around what I’m doing right now.” You say, “What makes you say that?”

“If I can match that price for you, then would you be happy to place the order with me today?”

Consumers love to be led through the right thing to do, and assisting people in making their minds up is a skill that will help you reach the highest places. Jumping back to the scenario in the grocery store, let’s imagine that you are deliberating between four and eight apples. If you were being served in that transaction and were asked the direct question, “Would eight apples be enough for you?” your instant response would be “yes,” and the decision would be made.

Yet a direct question involving only the larger option and the Magic Word “enough” swings those odds far further in your direction. Integrating this principle into all conversations involving your business can have a huge impact on your results. Just imagine if every transaction contained just one more unit.