One Magic Word To Make You 50% More Influential

Sometimes you just need one word to change someone’s mind.

Jonah Berger, Professor of Marketing at the University of Pennsylvania Wharton School, compiled a list of “magic words” that can change the way you communicate.  He discovered that using the word “because” while trying to convince someone to do something has a compelling result.  He found that more people “will listen to you and do what you want” when you offer a justification for your requests. 

Berger points to a classic study from Harvard University where researchers sat in a university library and waited for someone to use the copy machine. Then, they walked up and asked to cut in front of the unknowing participant.

They phrased their request in three different ways:

• “May I use the Xerox machine?”
• “May I use the Xerox machine because I have to make copies?”
• “May I use the Xerox machine because I’m in a rush?”

Both requests using “because” made the people already making copies more than 50 percent more likely to comply.  Interestingly, even the second phrasing — which could be reinterpreted as “May I step in front of you to do the same exact thing you’re doing?” — was effective.  The phrasing indicated that the stranger asking for a favor was at least being considerate about it, the study suggested.

“Persuasion wasn’t driven by the reason itself,” Berger notes, “It was driven by the power of the word: because.”

Have you noticed any reactions when you justify requests with “because”? To join the conversation, click "comments" above.  We would love hear about your experience with this one, magic word!

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