Persuasion expert shares how one word makes people 30% more likely to change their minds
This tactic can immediately get someone on your side.

Here's how to be 30% more persuasive.
Everybody wants to see themselves in a positive light. Thatβs the key to understanding Jonah Bergerβs simple tactic that makes people 30% more likely to do what you ask. Berger is a marketing professor at the Wharton School of the University of Pennsylvania and the bestselling author of βMagic Words: What to Say to Get Your Way.β
Berger explained the technique using a Stanford University study involving preschoolers. The researchers messed up a classroom and made two similar requests to groups of 5-year-olds to help clean up.
One group was asked, "Can you help clean?" The other was asked, βCan you be a helper and clean up?" The kids who were asked if they wanted to be a βhelperβ were 30% more likely to want to clean the classroom. The children werenβt interested in cleaning but wanted to be known as βhelpers.β
Berger calls the reframing of the question as turning actions into identities.
"It comes down to the difference between actions and identities. We all want to see ourselves as smart and competent and intelligent in a variety of different things,β Berger told Big Think. βBut rather than describing someone as hardworking, describing them as a hard worker will make that trait seem more persistent and more likely to last. Rather than asking people to lead more, tell them, 'Can you be a leader?' Rather than asking them to innovate, can you ask them to 'Be an innovator'? By turning actions into identities, you can make people a lot more likely to engage in those desired actions.β
Berger says that learning to reframe requests to appeal to peopleβs identities will make you more persuasive.
βFraming actions as opportunities to claim desired identities will make people more likely to do them,β Berger tells CNBC Make It. βIf voting becomes an opportunity to show myself and others that I am a voter, Iβm more likely to do it.β
This technique doesnβt just work because people want to see themselves in a positive light. It also works for the opposite. People also want to avoid seeing themselves being portrayed negatively.
βCheating is bad, but being a cheater is worse. Losing is bad, being a loser is worse,β Berger says.
The same tactic can also be used to persuade ourselves to change our self-concept. Saying you like to cook is one thing, but calling yourself a chef is an identity. βIβm a runner. Iβm a straight-A student. We tell little kids, βYou donβt just read, youβre a reader,ββ Berger says. βYou do these things because thatβs the identity you hold.β
Bergerβs work shows how important it is to hone our communication skills. By simply changing one word, we can get people to comply with our requests more effectively. But, as Berger says, words are magic and we have to use thgem skillfully. βWe think individual words donβt really matter that much. Thatβs a mistake,β says Berger. βYou could have excellent ideas, but excellent ideas arenβt necessarily going to get people to listen to you.β
This article originally appeared last year.
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