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Ivy League professor shares one word that makes people 30 percent more likely to be persuaded

This word helps turn actions into identities, which is the key to persuading others.

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Jonah Berger explains how appealing to someone's identity makes them more likely to agree to a request.

Everybody wants to see themselves in a positive light. That’s the key to understanding Jonah Berger’s 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 “Magic Words: What to Say to Get Your Way.”

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, “Can you be a helper and clean up?" The kids who were asked if they wanted to be a “helper” were 30% more likely to want to clean the classroom. The children weren’t interested in cleaning but wanted to be known as “helpers.”

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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,” Berger told Big Think. “But 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.”

Berger says that learning to reframe requests to appeal to people’s identities will make you more persuasive.

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“Framing actions as opportunities to claim desired identities will make people more likely to do them,” Berger tells CNBC Make It. “If voting becomes an opportunity to show myself and others that I am a voter, I’m more likely to do it.”

This technique doesn’t 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.

“Cheating is bad, but being a cheater is worse. Losing is bad, being a loser is worse,” 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. “I’m a runner. I’m a straight-A student. We tell little kids, ‘You don’t just read, you’re a reader,’” Berger says. “You do these things because that’s the identity you hold.”

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Berger’s 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 them skillfully. “We think individual words don’t really matter that much. That’s a mistake,” says Berger. “You could have excellent ideas, but excellent ideas aren’t necessarily going to get people to listen to you.”

This article originally appeared last year. It has since been updated.

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Expert shares the one way to be in a 'position of power' when talking to someone intimidating

A communications expert shows you how to be comfortable in a tense situation.

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A woman in a tough job interview.

We’ve all been in conversations with intimidating people. It could be the boss, someone you met at a party who is highly intelligent, or a date with someone you want to impress but are feeling a bit uncomfortable.

In all these situations, there is an imbalance of power and you feel like you’re on the high end of the teeter-totter.

To learn how to give yourself a bit more power in the interaction and even the upper hand, we need go no further than the landmark book on communications, Dale Carnegie’s 1936 classic, “How to Make Friends and Influence People.” In the book, he writes, “Be a good listener. Ask questions the other person will enjoy answering.”

To go a step further, a thoughtful question will make the other person think you’re intelligent, both mentally and emotionally. It may also make them reflective and feel vulnerable, leveling the playing field.



Why is asking great questions so important?

“Asking a question puts you in a position of power,” communication expert Matt Abrahams, a Stanford University lecturer, tells CNBC Make It. “I can actually raise my status and lower your status when I ask a challenging question.” He adds that asking questions “demonstrates you care, it demonstrates empathy, it demonstrates you’re willing to learn and, in some cases, admit you don’t know everything. Those are all valuable tools and assets to have when you’re trying to grow your career or deepen relationships.”

How to ask great questions

Abrahams says that there are three elements to good questions:

  1. They are concise
  2. They build on what the other person has said, furthering the conversation
  3. They revolve around the conversation topic’s bottom line

A great question allows you to enter the person’s orbit and become a partner or contributor to their endeavors. You are now a collaborator in the project or helping them solve a problem, which enables you to deepen your relationship with them.

Alison Wood Brooks and Leslie K. John at Harvard Business Review say people don’t ask enough questions because they fail to understand how beneficial they are, especially in a professional setting. “Questioning is a uniquely powerful tool for unlocking value in organizations: It spurs learning and the exchange of ideas, it fuels innovation and performance improvement, it builds rapport and trust among team members. And it can mitigate business risk by uncovering unforeseen pitfalls and hazards,” they write.



What is the 43:57 conversation rule?

Study after study shows that listening and asking questions are incredibly powerful tools for building social, romantic, or professional relationships. A 2016 study found the perfect ratio of talking to listening in a conversation is the 43:57 rule.

A marketing director at Gong.io analyzed 25,537 sales calls using artificial intelligence and found that the interactions where the salesperson talked 43% of the time and listened 57% of the time had the highest sales yield.

Even though this study was conducted on business interactions, it shows the power of what can happen when the customer feels heard and believes the salesperson understands their needs. It’s the same in a social situation where the person you’re talking to wants to feel valued and respected.

Ultimately, it should make many people out there breathe a sigh of relief to know that the next time they speak with someone intimidating, they don’t have to try to bowl them over with incredible wit or insights. Instead, you just have to listen and ask a few thoughtful questions, and you’ll balance the power dynamic while coming off as more likable at the same time.

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