How to influence others by using the right words

Hey zxcv, it’s Mark.

A lot of people misunderstand the concept of persuasion. They think it’s about tricking people and manipulating them into doing what you want, but that’s not real persuasion.

Persuasion is simply the ability to influence people.

Using the right words can be extremely powerful. When used correctly, they build trust, remove resistance, and push people to take action.

The reality is, whether you run a business or not, you already use persuasion every day when asking for a raise, selling an idea, or even choosing where to go for dinner on a Friday night.

So here are three of the most effective persuasive words you can use, not to manipulate, but to understand how influence actually works and use it to your advantage:

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Word 1: Now

Procrastination is one of the biggest killers of success.

Nothing slows progress or kills sales faster than delay. People put things off until tomorrow, and then tomorrow turns into next week. Next week turns into years, and before they know it, nothing has changed.

The word “now” cuts straight through that.

It creates urgency and pushes people to act in the moment. Even small changes in wording can make a huge difference. Something as simple as saying “click here” versus “click here now” can dramatically improve results because it forces a decision instead of an excuse.

That said, you do have to use it carefully. If you overuse the word “now,” it can start to sound desperate.

That’s not how you build trust.

So I never say things like “you must act now” because it feels forced and unnatural. Instead, I frame it in a way that connects emotionally.

For example, “there’s no better time than now to make the right decision.” It still encourages action, but without the heavy pressure.

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Word 2: Because

This word is powerful because it gives people a reason, and when people hear a reason, they’re far more likely to agree or take action.

There was a famous study at Harvard years ago where someone asked to cut in line for a photocopier. When they simply said, “Can I cut in line?” only 60% of people said yes.

When they added a reason and said, “Can I cut in line because I’m in a rush?” the number jumped to over 90%.

What’s interesting is that even weak reasons work.

Our brains are conditioned to respond when we hear the word “because.”

It’s like we listen differently, and this matters a lot when you’re running a business or side hustle.

Instead of just listing features like “this product is faster” or “my service is cheaper,” explain why it matters.

For example, “this product is faster because it saves you hours of frustration.” Now you’re not just describing something, you’re showing the outcome.

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Word 3: Fair

People care a lot about fairness, especially when money is involved. Nobody wants to feel like they’re being taken advantage of.

When you ask something like, “Does that sound fair?” it instantly reassures the other person.

It shows that you’re not just thinking about yourself, but you’re considering their side of the deal as well.

Being seen as fair also pays off massively in the long run.

Sometimes it’s something small, like offering a free coffee, or simply having a genuine conversation that makes being with you more enjoyable.

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zxcv, which word are you going to implement this week? I’d love to know, so hit reply with one word.

All the best,

Mark Tilbury