Imagine you could get someone to change their mind or even take action, simply by tweaking a single word. Does it sound too good to be true? 

Actually, there’s a lot of evidence supporting the idea that the words we choose have an incredible impact on how others perceive, remember, and react to our messages. Language not only influences people’s opinions of us but also drives their willingness to act. Which is why we’ve collated three key ways you can use language to not only influence a person’s action, but to make your comms more persuasive overall. 

1. Be clear and concrete

If you’ve ever tried to persuade someone to listen or act before, you’d know that for your message to get through they need to understand what you say in the first place. 

That’s why it’s important to speak in concrete terms rather than abstract ones. Concrete language is straightforward and paints a clear picture, leaving no room for misinterpretation. Imagine saying, “We need to improve our sales by 15% next quarter,” instead of a vague “We need to do better.” Specificity exudes confidence, increases clarity, and helps people remember your message.

Concrete language also positively impacts customer satisfaction. For instance, a study by Jonah Berger and Grant Packard analysed hundreds of customer service calls and found that when representatives used clear, concrete language, customers were more satisfied and felt the representative was more helpful. By using clear, straightforward language, you create a stronger connection and a better outcome for both you and your audience… plus you’ll most likely spend less time trying to explain yourself down the track!

2. Use empathy and emotion

Language is powerful. It aids in eliciting emotion that helps people feel a certain way to motivate them to act. The language you use helps your listener build a mental picture and strengthen emotional connections with the speaker. Take, for instance, a study where participants were asked to watch a car crash video and estimate the car’s speed. Small changes in language, like using “smashed” instead of “contacted,” led participants to estimate higher speeds. The more intense the verb, the faster people thought the cars were moving.

This emotional language not only captures attention but also creates a mental image that leaves a lasting impact. If you want your message to be memorable, it’s worth tapping into the emotional power of language.

3. Build an identity using your language

Using language to help people feel part of a group or identity can be very persuasive. For example, instead of saying, “Will you vote?” a study found that phrasing the question as “Will you be a voter?” led to a higher turnout. Similarly, children were more likely to help clean up when asked to “be a helper” rather than simply to “help clean up.”

Another aspect of building identity is using language your audience resonates with, known as “accommodation theory.” When we mirror the language our audience uses, we create a bond that fosters trust. Just be sure to use this approach authentically, so it feels genuine rather than forced… much like the recent trend on social media where ‘Gen Z workers write the script for their older bosses’. 

Just as it’s important to remember the three ways to influence a person into action, it’s also crucial to remember what not to do: don’t use jargon, don’t assume knowledge, and be mindful of language differences.

Small changes in language can make a big difference in how your message is received. Try incorporating these tips and see how your communication skills become even more effective!