The Persuasive Power of Words.

You may have heard the communication study that cites words as only 7% of the message.Well, that doesn't mean your words aren't powerful. A good speaker uses words to create pictures, evoke feelings, and persuade an audience.Think about it.
You don't persuade your listeners by pantomiming a message unless you're playing charades. An audience is influenced by your words. In direct mail marketing there are certain words that will increase the response rate. Words such as free, gain, results, money, guarantee are well known "selling words."

But now there is a single word that has been identified as so persuasive that when you use this word you will gain a 50% increase in the agreement to the requests you make of others.

According to the book, Yes!: 50 Scientifically Proven Ways to Be Persuasive by Noah J. Goldstein, Steve J. Martin, and Robert B. Cialdini, that single word is....because.

In experiments of people asking to cut ahead of others in line, the person would say "Would you mind if I get in front of you because...."
In most cases people would comply with the request. Even with flimsy excuses such as "because I have to make copies," people honored the request. Following the word because is a reason.
So whether you're speaking one-to-one, to a large group, or to the media, don't just ask for what you want-give a reason and use the word because.

Be a persuasive communicator. Call 212 481-8484 x312.