Persuasion

Brain Facts

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5 Most Persuasive Words in English


In a terrific article, Gregory Ciotti researched the top five words in English. His list is not suprising and yet the research behind it, is extremely powerful.

You: or your name is something that's so easy to be forgotten and yet so important for great communication.

Free: Gregory explains Ariely's principle of loss aversion. All of us naturally go for the lowest hanging fruit and free triggers exactly that.

Because: Because is probably as dangerous as it is useful. Creating a causal relationship is incredibly persuasive: "even giving weak reasons have been shown to be more persuasive than giving no reason at all."

Instantly: If we can trigger something immediately, our brain jumps on it like a shark, says Greg: "Words like "instant," "immediately," or even"fast" are triggers for flipping the switch on that mid-brain activity."

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