Top 10 Practical Ideas from Magic Words by Jonah Berger
Here’s a concise summary of the most powerful and practical language techniques from Jonah Berger’s Magic Words.
1. Turn Actions into Identities
Use nouns instead of verbs to activate identity and encourage action.
✅ Example: Say “Be a voter” instead of “Please vote.”
2. Change “Can’t” to “Don’t”
Saying “I don’t eat sweets” is more empowering than “I can’t eat sweets.”
✅ It frames behavior as a choice, not a restriction.
3. Use Present Tense to Show Confidence
Using the present tense makes statements feel more certain and ongoing.
✅ “This book is amazing” sounds more persuasive than “was amazing.”
4. Ditch Hedges and Hesitations
Avoid phrases like “I think” or filler words like “um” and “uh.”
✅ Use confident language like “definitely,” “clearly,” or “absolutely.”
5. Ask More and Better Questions
Questions build rapport and credibility—especially follow-ups and advice-seeking questions.
✅ “What could I do?” sparks more creativity than “What should I do?”
6. Be Concrete When It Counts
Concrete language makes you more relatable and persuasive.
✅ Say “refund your $25 today” instead of “we’ll take care of it.”
Use how to be concrete. Use why to stay abstract and visionary.
7. Match or Break the Norms Strategically
Fit in when you want to build trust (job interviews, teamwork).
Stand out when innovation or creativity is valued (marketing, art).
✅ Adapt your style to the goal.