The human brain can process 600 to 800 words a minute. But how many of those words make an impact on our actions? According to Jonah Berger, author of the recently released book, “Magic Words: What to Say to Get Your Way,” and The New York Times-bestseller “Contagious: Why Things Catch On,” words are essential to all of our communication, regardless of the form it takes. Eyecare Business recently had the opportunity to sit down with Berger for an exclusive conversation. Here, he shares key concepts to help train staff to utilize the magic of words when working with patients.

EB: How can "magic words" help vision care professionals connect with their customers and patients for enhanced effectiveness and success?

JONAH BERGER: Almost everything we do involves words. From emails and PowerPoints to phone calls and face-to-face interactions, words are how we persuade, communicate, and connect. We pay a lot of attention to what we want to communicate (“You should buy this” or “This is why you should do that”), but we often pay a lot less attention to the specific words we use. That’s a mistake because certain words are more impactful than others.
 
Saying you “recommend” rather than “like” something makes people more likely to take your suggestion. Writing “was not” rather than “wasn’t” when describing a product makes customers pay more to get it, and subtle shifts in customer service language can increase sales by more than 30%. “Magic Words” provides an inside look at the new science of language and how we can use it. It details the words that convince clients, captivate audiences, and deepen social connection.
 
It also explores how to ask the right questions, hold attention, speak with confidence, and design presentations, pitches, and other types of content for maximum impact. Whether you’re trying to persuade a customer, motivate a team, or get a whole organization to see something differently, this book will show you how to leverage the power of magic words.

EB: What is one of the key “Magic Words” tips that could be relevant to our readership in dealing with patients and customers?

JB: People often hedge. They say things like “This might work,” “Those will probably be good,” or “I think these are the best,” but these phrases can undermine our impact even though we might not think about their effect. They make people think we’re less confident about what we are saying, which makes them less likely to follow our suggestions. If the goal is to signal uncertainty, fine, but if not, ditch the hedges.
 
Certain types of hedges can also signal uncertainty without hurting persuasion. Compared to general hedges (“Those seem good”), for instance, personal hedges (“Those seem good to me”) are more persuasive because they signal confidence. They suggest the communicator is confident enough to associate what they’re saying with themselves, which makes others more likely to listen. 

EB: How about a key “Magic Words” tip that could be relevant to the practice owners and managers in our readership for hiring and training staff?

JB: There’s a whole chapter on how to ask better questions. People often avoid asking for advice, for example, because they think it will make them look like they don’t know what they’re doing. But it turns out that the opposite is true. Research finds that asking for advice makes us seem more competent, not less. Most people think their advice is worth asking for, so, rather than thinking we’re incompetent for asking, advice givers draw a much different conclusion: “Of course my opinions are valuable, so this person is smart for asking for them.”
 
The type of questions we ask also matter and follow-up questions are particularly beneficial. Rather than just being polite, or asking questions to change the subject, follow-up questions demonstrate that we listened, understood, and want to know more. Plus, research finds that asking questions makes people like us more.

“Certain types of hedges can also signal uncertainty without hurting persuasion. Compared to general hedges (“Those seem good”), for instance, personal hedges (“Those seem good to me”) are more persuasive because they signal confidence.” —Jonah Berger

This article was originally published in a sponsored newsletter.