12 Powerful Words

1. You
2. Money
3. Fame
4. New
5. Results
6. Health
7. Easy
8. Safety
9. Love
10. Discovery
11. Proven
12. Guarantee.

These twelve words are said to be the most persuasive words in the English language.

Frances Cole Jones writes, “The more you use all of these words (focusing on a few, obviously), the better. Understand what hooks people.”

"You" is number one on the list. It's an important one. Effective speakers use the word "You" so that people feel included in the conversation or presentation.

"You" is a better word than "we" or "everyone." For example, if you want to persuade people to workout, it is more effective to say,"You know it's important to exercise every day as a way to manage stress" rather than "Everyone knows it's important. . ." or "We all know it's important. . ." When you use "You," the members of the audience feel that you are talking directly to them, rather than to a generalized group.

Challenge yourself to find ways to use the word "You" when speaking with audiences.

"Today, I wanted to speak with you about . . ."
"One of the things I thought you would be particularly interested in . . ."
"How often have you wondered . . ."

The other eleven words can be useful to you when trying to refine your message. When dealing with audiences, always ask "What is in it for them?" Can your product or service or proposal provide your audience with at least one of the eleven items on the list?