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“Magic Words” book by Tim David – BOOK SUMMARY

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(dramatic orchestral music) – [Voiceover] Magic Words by Tim David, who turned from professional magician giving more than 300
live performances a year to word magician, now helping managers and leaders become more persuasive
in their communications. The author tackles one
of the biggest problems in the business world,
influencing your employees, prospects and partner’s actions. How do you get others to
do what you want them to. His book offers a solution by looking at the science
and secrets behind a set of seven simple, yet powerful words. As the saying goes, “You can
take a horse to the well, but you can’t make it drink.” That’s true. But the author’s goal is to show you how to make the horse thirsty. It’s not about directly trying to change people’s behavior to do what you want them to do. It’s about artfully nudging one’s brain in the right direction to feel thirsty for your desired action. The book’s table of contents looks surprisingly underwhelming and you may be tempted to
put it down in disbelief. But it’s actually full of powerful and actionable insights that you don’t want to miss. Does it work? Yes. It may sound too good to be true, but the reason it works is rather simple. As our environment has evolved to bombard us with too much information, our brains have coped by
looking for shortcuts. So when we hear something, our brains make split second,
subconscious connections based on past experiences. When you plan your words in order to evoke such
connections intentionally, you are communicating in
the most effective way. It’s not a sure path to get what you want, that would be true magic. But you should find much
more success overall. Let’s take a look at a
few of these magic words and what their magic is all about. Yes. Starting with the word, yes. In sales it’s proven
crucial to find an early yes as soon as possible. And then, get multiple small yes’s. That’s often the purpose of small talk. To find some common
ground and get a prospect, potential partner or even an employer to find themselves agreeing with you more and more. Yes’s build trust, which
is much needed in today’s highly transactional world. Framing it this way, we
should reconsider the value of the often dreaded small talk. Next is the word, but, which has two effects. The But Eraser means that anything coming before the but gets quickly forgotten. And the But Enhancer means that whatever comes after the but, gets disproportionately more attention. Test this formula next
time you find yourself in the midst of a disagreement. First, repeat what the
other person believes or wants to hear, which will elicit an initial yes and will at the very least,
make them listen to you. They’re even more likely to trust what comes next out of your mouth. Then inject a but,
which effectively erases what you just said. And follow with what you
want them to believe. What they believe gets
erased before the but and what you want them
to believe gets enhanced. Because is also a very
interesting magic word. Our brains are wired to
seek rationalization. We need things to make sense. This has led to conditioning ourselves so that it almost doesn’t matter what comes after the word, because. Social experiments have
shown this to be true. If you ask to cut a line for no reason, people will get upset. If you give a good reason, then they are much more likely to comply. What’s much more interesting though, is that they’re almost
equally likely to comply even if you said something like, “Because I have to cut the line.” Technically, it’s as
good as cutting the line without giving a reason. But in practice, it
makes a huge difference. What does it all mean? The author reveals the true magic behind powerful words and demonstrates how to
use them effectively. He shares simple, yet advanced techniques such as making the word
because even more powerful by asking why, and having the other person
fill in the blanks themselves. You know the answer, but if they hear it from
you, it’s an option. Whereas, if they come
up with it themselves, then they treat it like a fact. The book is filled with suggestions on how to structure arguments
and approach situations in order to communicate
much more effectively. (dramatic orchestral music)

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