In his book “Exactly What to Say,” Phil Jones reveals the secret to effective communication and persuasion: Magic Words. These carefully crafted sets of words speak directly to the subconscious mind, bypassing the logical part of the brain that tends to overanalyse decisions. By employing these Magic Words, you can significantly increase your chances of convincing others to listen to your ideas or purchase your products and services.
Let’s explore five sets of Magic Words that can help you become a master of persuasion.
- “What do you know about…?”
When you ask someone, “What do you know about [your topic]?” you engage their mind in a search for related knowledge. This question exposes knowledge gaps, piquing their curiosity and making them eager to learn more. Use this opening to introduce unexpected benefits of your idea or product. - “How open-minded are you…?”
By asking, “How open-minded are you to [your idea or product]?” you challenge the recipient to consider your proposal. Most people want to be seen as open-minded, so they’ll likely pause and listen to what you have to say, even if they were initially resistant. - “Just imagine…”
Once you have their attention, use the phrase “Just imagine…” to paint a vivid picture of the positive impact your idea or product can have. This prompts the subconscious mind to visualize the scenario you’re creating, making it more compelling and memorable. - “How would you feel if…”
To further engage your audience, ask, “How would you feel if [desired outcome]?” This question creates an emotional contrast between their current situation and the potential benefits of your proposal. The greater the contrast, the more likely they are to take action. - “The way I see it, you have three options…”
When it’s time to close the deal, present three options: the troublesome status quo, a laborious alternative, and your preferred solution. By framing your desired option as the path of least resistance, you make it the clear favorite and increase the likelihood of your recipient taking the desired action.
By incorporating these Magic Words into your conversations, pitches, and sales presentations, you can become a “professional mind maker-upper,” as Phil Jones calls it. You’ll be better equipped to guide others towards making decisions that align with your goals, whether you’re selling a product, proposing an idea, or simply trying to convince someone to see things from your perspective.
Remember, the right words at the right time can make all the difference. Empower yourself with the Magic Words from “Exactly What to Say,” and watch as your persuasive skills soar to new heights. There are more, check out the full book to learn what to exactly say in different situations.
