Unlock the Secret of Persuasive Communication with Magic Words: What to Say to Get Your Way, by Jonah Berger
Learn how companies like yours use the power of emotion to make sustainability tech products and services truly unforgettable. Reading Time: 6 minutes
Introduction to Jonah’s ‘Magic Words’
Words shape the way we connect with others. They have the power to move people, influence decisions, and inspire action. But words are more than just information—they carry emotion, and emotion is what makes messages memorable and persuasive.
In Magic Words: What to Say to Get Your Way (Chapter 5: Employ Emotion), Jonah Berger explains how using emotion in communication can capture attention, build trust, and encourage action. Whether you're writing an email, telling a story, or marketing a product, knowing how to employ emotion effectively can help you create deeper and more meaningful connections.
This article explores why emotional language is so powerful, how to structure messages for impact and ways companies like yours apply these techniques in everyday communication.
The Premise: Why Emotional Language Matters
People respond to emotions before logic. Whether we’re making a purchase, remembering a moment, or deciding whom to trust, emotions play a key role. Research shows that when a message includes emotionally charged words, it stands out more, is easier to remember, and is more likely to influence decisions.
1. Emotional Words Grab Attention
We are naturally drawn to words that make us feel something. A headline that sparks excitement, curiosity, or urgency is more likely to get noticed than one that simply states the facts.
For example, compare these two statements:
Neutral: "Our company has a new sustainability initiative."
Emotional: "Together, we can create a cleaner, healthier future."
The second message invites connection and action, making it much more engaging.
2. Emotion Creates Connection
Using emotional language helps people relate to a message. It makes communication feel personal rather than distant.
For example, a healthcare brand could describe its services in two ways:
Factual Approach: "We provide advanced medical treatments."
Emotional Approach: "We help families get the care they need to live healthier, happier lives."
Both statements share the same basic idea, but the second one speaks to the heart. It makes people feel like the company understands their needs.
3. Emotional Messages Stay with Us
Think about the stories or speeches you remember most. Chances are, they made you feel something—whether it was hope, inspiration, or even concern. That’s because emotional experiences are easier for the brain to recall.
This applies to marketing, storytelling, and even everyday conversations. If you want someone to remember what you said, adding emotional elements can make a huge difference.
How to Build Emotional Engagement: The Roller Coaster Effect
Jonah Berger highlights an important storytelling technique: mixing highs and lows to keep people engaged. A message that includes struggle and success feels more meaningful than one that only highlights the good.
1. The Power of Contrast
Imagine hearing two different speeches about starting a business:
Speech 1: "We launched a product, and it was a success!"
Speech 2: "For months, we struggled. We doubted ourselves. But then, we found a breakthrough—and now, we’re thriving."
The second speech is far more compelling because it creates a journey. It reminds people that challenges are part of success, making the victory feel earned.
2. Sharing Struggles Builds Trust
People connect with honesty. If you’re a leader, speaker, or brand, sharing past obstacles makes you more relatable and builds trust.
For example, when well-known leaders like Oprah Winfrey or Howard Schultz (former Starbucks CEO) talk about their difficult beginnings, people respect them more—not less. Why? Because vulnerability makes success feel real.
Takeaway: If you want to engage an audience, don’t just focus on achievements. Share the struggles, lessons, and resilience that made them possible.
Using the Right Emotion for the Right Moment
While emotional language is powerful, it needs to fit the situation. The right emotion in one setting might feel out of place in another.
1. Warmth vs. Professionalism
Customer-Facing Messages: Should feel welcoming and personal.
Business or Technical Communication: Should balance emotion with clarity.
For example, a tech company introducing a new product might say:
Too Dry: "Our software improves efficiency by 20%."
Too Emotional: "This will change your life forever!"
Balanced Approach: "We designed this to help your team work faster, with less stress."
The last message feels both professional and relatable, making it more effective.
2. Keeping People Engaged with Uncertainty
A little mystery can keep people interested. Messages that create curiosity or suspense encourage people to pay closer attention.
For example, instead of saying:
"This article covers how emotional language works."
Try something like:
"Want to know the secret to making your words more powerful? Let’s explore how emotion shapes communication."
The second version invites curiosity, making the reader more likely to stay engaged.
Real-World Examples of Emotional Language in Action
Even large companies rely on emotional language to connect with their audiences. Let’s look at four major brands that have successfully employed emotion in their messaging:
1. Siemens: "Ingenuity for Life"
Siemens uses emotional storytelling to show how their technology improves lives. Instead of just talking about efficiency and innovation, they highlight real-world impact, like making cities smarter and energy cleaner. Their message conveys hope and inspiration, positioning Siemens as a company that helps shape a better future.
2. IBM: "Building a Smarter Planet"
IBM’s campaign focuses on the idea that technology can solve global challenges. Their messaging emphasizes optimism and responsibility, showing how businesses can contribute to a more sustainable world. By appealing to the desire to be part of something bigger, IBM encourages engagement beyond just selling products.
3. General Electric (GE): "Ecomagination"
GE’s Ecomagination initiative focuses on innovation and pride. Instead of presenting clean energy solutions as technical upgrades, they position them as a movement toward a more sustainable world. This taps into the emotional desire to be forward-thinking and responsible, making their technology feel aspirational rather than purely functional.
4. Schneider Electric: "Life Is On"
Schneider Electric uses emotion to highlight empowerment and urgency. Their messaging reminds customers that sustainability is not just a corporate goal—it’s a personal responsibility. By framing their technology as a tool for action, they create a sense of immediacy and encourage customers to take steps toward a more sustainable future.
Conclusion: The Lasting Impact of Emotional Words
Emotion gives words power. Whether in business, marketing, leadership, or everyday conversations, the right emotional language can make messages:
More engaging
More memorable
More persuasive
Jonah Berger’s insights remind us that if we want to influence, inspire, or connect, we need to do more than just present facts—we need to make people feel something.
So the next time you communicate, ask yourself: Does this message connect emotionally? If the answer is yes, you’re already on the path to making a stronger impact.
Want help crafting the right message? Contact Emotiva for a free quote today.
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