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One simple word makes children 30% more likely to cooperate. It works on adults, too.

No, it's not 'please.'

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Jonah Berger explains how appealing to someone's identity makes them more likely to agree to a request.

Human psychology really isn't that complicated, if you think about it. Everybody wants to see themselves in a positive light. That’s the key to understanding Jonah Berger’s simple tactic that makes people 30% more likely to do what you ask. Berger is a marketing professor at the Wharton School of the University of Pennsylvania and the bestselling author of “Magic Words: What to Say to Get Your Way.”

Berger explained the technique using a Stanford University study involving preschoolers. The researchers messed up a classroom and made two similar requests to groups of 5-year-olds to help clean up.

One group was asked, "Can you help clean?" The other was asked, “Can you be a helper and clean up?" The kids who were asked if they wanted to be a “helper” were 30% more likely to want to clean the classroom. The children weren’t interested in cleaning but wanted to be known as “helpers.”

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Berger calls the reframing of the question as turning actions into identities.

"It comes down to the difference between actions and identities. We all want to see ourselves as smart and competent and intelligent in a variety of different things,” Berger told Big Think. “But rather than describing someone as hardworking, describing them as a hard worker will make that trait seem more persistent and more likely to last. Rather than asking people to lead more, tell them, 'Can you be a leader?' Rather than asking them to innovate, can you ask them to 'Be an innovator'? By turning actions into identities, you can make people a lot more likely to engage in those desired actions.”

Berger says that learning to reframe requests to appeal to people’s identities will make you more persuasive.

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“Framing actions as opportunities to claim desired identities will make people more likely to do them,” Berger tells CNBC Make It. “If voting becomes an opportunity to show myself and others that I am a voter, I’m more likely to do it.”

This technique doesn’t just work because people want to see themselves in a positive light. It also works for the opposite. People also want to avoid seeing themselves being portrayed negatively.

“Cheating is bad, but being a cheater is worse. Losing is bad, being a loser is worse,” Berger says.

The same tactic can also be used to persuade ourselves to change our self-concept. Saying you like to cook is one thing, but calling yourself a chef is an identity. “I’m a runner. I’m a straight-A student. We tell little kids, ‘You don’t just read, you’re a reader,’” Berger says. “You do these things because that’s the identity you hold.”

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Berger’s work shows how important it is to hone our communication skills. By simply changing one word, we can get people to comply with our requests more effectively. But, as Berger says, words are magic and we have to use them skillfully. “We think individual words don’t really matter that much. That’s a mistake,” says Berger. “You could have excellent ideas, but excellent ideas aren’t necessarily going to get people to listen to you.”

This article originally appeared last year. It has since been updated.

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Communications expert shares the number one small talk mistake people make and how to fix it

It happens at the start of a lot of conversations.

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A group of friends having a chat.

Many people don’t like making small talk. They either believe it’s beneath them to talk about mundane subjects or don’t see the benefit of discussing the weather, sports, or television with people they hardly know. However, these folks are missing a very valuable form of interaction that can help them with their love lives, friendships, and careers. They also remove themselves from situations where they can elevate small talk to something more valuable and meaningful.

Jefferson Fisher, a Texas board-certified personal injury attorney and law firm owner of Fisher Firm, has become massively popular on Instagram, with nearly 6 million followers, for sharing communication tips “to help people argue less and talk more.” While promoting his new book, The Next Conversation: Argue Less, Talk More, he shared the number one problem people have while making small talk.

What's the number one mistake people make during small talk?

"They unknowingly turn the conversation back to themselves too quickly," Fisher tells Parade. "It’s a natural impulse—we want to relate, to show we understand. But what often happens is that we hijack the conversation."

conversation, heart-to-heart, talking, girls talking, school conversation, Two girls having a heart-to-heart.via Canva/Photos

"For example, someone says, 'I just got back from a trip to Italy,' and instead of asking about their experience, we jump in with, 'Oh, I’ve been to Italy several times, it’s great.' It’s well-meaning, but it can come across as dismissive,” Fisher said. You may not be intending to make the other person feel unimportant, but they just got back from the trip of a lifetime, and you stole their thunder by making it about yourself. It can be tough to hold back in a situation like that, because you’re excited to talk all about your wonderful experience. But if you have a little self-control and ask them a few more questions about their trip, you’ll make a much stronger first impression.

“Instead, focus on them. Ask open-ended questions like, 'That’s wonderful, what was your favorite part?'” the lawyer continued. “Small talk isn’t about impressing people, it’s about making them feel seen and heard."


Fisher’s advice echoes that of the great Dale Carnegie, author of the 1936 classic How to Win Friends and Influence People. In the book, Carnegie says, “To be interesting, be interested.” Carnegie’s advice is counterintuitive because we are taught to believe that being likable means dominating conversations and entertaining the other person. However, Carnegie thinks that people who are generous listeners and willing to serve the other person tend to make a better first impression.

How to be more likable.

Researchers at Harvard found out that when you ask someone a question, people will like you more if, after they answer, you ask them two more follow-up questions. So, if you ask, “Where did you go last summer?” And they reply, Italy, you can follow that up with two questions about their favorite city and the restaurant they’ll never forget. Then, you can tell them that you’ve been there, too.

conversation, parties, small talk, cocktail parties, rooftop party, A rooftop party.via Canva/Photos

“We identify a robust and consistent relationship between question-asking and liking,” the study's authors write. “People who ask more questions, particularly follow-up questions, are better liked by their conversation partners.”

People will take a shine to you after you ask a few questions because it shows that you are listening and interested in what they say. “Follow-up questions are an easy and effective way to keep the conversation going and show that the asker has paid attention to what their partner has said,” the researchers write.

While at first, it may take a little practice to ask follow-up questions instead of turning the conversation to your experiences and opinions, it should take some pressure off the need to be interesting. Now, instead of trying to wow people with your stories, all you have to do is listen to theirs, and they’ll like you all the more for it.

This article originally appeared in May.

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People swear by the unusual 'Solid Snake' conversation trend to conquer social anxiety

It's actually an easy Japanese active listening trick.

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People have found a really great active listening technique in a super strange place.

There is an art to being a good listener. Physically using your ears to hear what someone is saying, and your brain to process it, is only part of the battle. You also have to show the person you're talking to that you're listening and that you care. Asking questions is a great way to keep the conversation flowing and let your talking partner know you're engaged. But what if you're socially anxious, shy, or just can't think of anything to say? It's harder than it seems, especially when meeting new people!

The solution is easy. Just take a page out of Solid Snake's book. Who's Solid Snake? Just a former Green Beret, special ops solider, spy, assassin, and the protagonist of the popular Metal Gear Solid video games. You might wonder what the heck Solid Snake, aka David, knows about active listening. It turns out, quite a lot.

The "Solid Snake conversation method" is taking the world by storm. It's part trend, part meme, and 100% effective.

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You don't need to know anything about video games to understand where the method comes from. Suffice it to say, Metal Gear Solid is a plot-heavy game series, full of cut-scenes that feature lots of dialogue and exposition.

It's become a bit of a joke in the gaming world that Snake, a man of few words, tends to fall back on one particular conversational technique over and over: He repeats, or echoes, bits of what the other characters say. It adds emphasis to important points, creates good conversational pacing, and allows the plot and dialogue to continue on smoothly.

Here's a (made up) example:

"Snake, we've got to get the blueprints!"

"The blueprints?"

"Yes, the bad guys are constructing a devastating bomb!"

"A bomb?"

"Indeed! You'll find the prototype in that bunker over there."

"A bunker?"

You get the idea. You can watch it in action here.


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Why does this random video game character speak in this strange cadence? And why are people stealing it to use in real life?

You might think this dialogue is just a clunky tool for exposition or the result of bad writing, but you'd be wrong!

The Metal Gear Solid games are written and developed in Japan by a team led by legendary developer Hideo Kojima. Though translated into English and created in part for an American audience, the games feature a lot of bits and pieces of Japanese culture.

Frequent repetition and conversational echoes are extremely commonplace in Japanese. It's part of a polite active listening technique called "Aizuchi," which refers to frequent interjections to show interest, engagement, reassurance, and politeness.

Aizuchi includes interjecting with words or phrases (or their equivalents) like "I get it," "Yeah," "Really?" or even repeating back parts of the original speaker's words, a la Solid Snake.

According to Niko Smith at FluentU, "Perhaps you already use some of these interjections in conversation. While your friend is [telling you a story]... you might nod a few times or throw in a surprised 'No way!' or 'What happened next?' [Aizuchi] works in a similar way, but it’s more relentless. As the listener in a conversation, you might find yourself doing just as much talking as the speaker."

Smith adds that in America, young people are often taught specifically not to interrupt or speak while someone else is talking. In Japan, doing so frequently—in the right way—is a sign of respect and interest.

Better yet, Aizuchi doesn't require the listener to be particularly brilliant in conversation, charismatic, or creative. Even socially awkward people, or anyone who clams up in social situations, can muster a few polite interjections!

This technique exists outside of Japanese culture, too. In fact, it's a well-known wat to keep conversations flowing effortlessly, give you time to think about what you're going to say, and make your conversation partner feel heard and appreciated.

It's no surprise that people familiar with the game have been trying the technique in real life for years. In 2023, a viral 4chan post helped popularize the idea, and more recently a (now deleted) post on X went super viral referencing how effective the "Solid Snake conversation method" is for meeting new people.

The technique is hitting home with young people, especially gamers and the chronically-online, which makes for a really productive and much-needed discussion.

Gen Z has grown up with social media taking the place of many in-person interactions, screens everywhere, and of course, the COVID years. All of these factors affect the way they communicate with each other, especially in real life:

Maddy Mussen writes for The Standard, "Gen Z slang is all about shutting people out. It’s an inside joke, the more unintelligible the better. It’s in keeping with its etymology. When your whole modus operandi is being exclusionary, it doesn’t make for a lot of meaningful conversation."

It would be an unfair blanket generalization to say young people only speak in brainrot and have no idea how to operate in the real world. But Gen Z is racked with social anxiety to a far greater degree than previous generations. They need all the tools and practice they can get when it comes to operating in the real world and speaking to people they don't know well.

If they, or anyone else, can take a useful tip from their favorite video game character, there's nothing wrong with that at all.

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My Greatest Generation grandad had one rule to never run out of things to say in conversation

It's incredibly basic, but too many people forget it.

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Manners and social etiquette have changed over the years, but the classics still work.

My grandad was, simply put, the man. Fought in World War II, lived into his 90s with the strength and vigor of a much younger man, and made an unforgettable impression on everyone who knew him. He was truly a force of nature that I was lucky to have in my life.

He was also a highly quotable man, full of incredible one-liners. When I was a kid and my family would visit, and he was ready to wrap things up, he'd cheekily say "Well, we certainly have seen you," and, "Come again when you can't stay so long."

My Greatest Generation grandad also loved to entertain. Though not a man of many words, he was a legendary host. His advice to us grandkids about being a great conversationalist was always the same:


manners, etiquette, small talk, psychology, conversation, greatest generation, boomers, millennials, social anxiety Can you believe there was a time that being polite and of high-character was more important than being charismatic?Britt Ful/Flickr

"Always ask the last question."

That was it. That was his key to never running out of things to say in a conversation. It sounds extremely obvious, but you'd be surprised how counter it runs to a lot of the advice young people are getting now. In certain sectors, the name of the game is all about how to be more charming and more charismatic. "Self-help" forgets that the real key to being interesting is being interested in what the other party has to say.

What made my grandad's execution of this simple concept great was his confidence in the fact that they didn't have to be great questions. He would just keep asking them, like a steamroller. He knew that, if he kept it up, he'd eventually hit on something that would launch a deeper and more interesting discussion.

Conversations were often logistical at first: How was the drive? What time did you leave? Was there any traffic? Where'd you stop to eat? What did you order? Before you knew it, you were off and running. That was the beauty of the technique.

Asking questions, of course, is not new advice! It's been around forever, and it's still preached heavily today by psychologists and master small-talkers.

But anybody who's been in conversation with another human being lately knows that a lot of people are really bad at this and only want to hear themselves talk. The Guardian calls them "non-askers." And they're everywhere.

Harvard Business Review writes that about 70-80% of what children say is made up of questions, but that number plummets dramatically in adults. It's like we lose our inherent curiosity somewhere along the way, and we pay for it in the way we relate to, or don't, with others. You don't have to do much research to see how big of a problem this is becoming, from people lamenting horrid first dates where they can't get a word in edgewise, to an excruciating lack of self-awareness from people in the working world who just.... won't. stop. talking!

manners, etiquette, small talk, psychology, conversation, greatest generation, boomers, millennials, social anxiety Asking good questions: The original party trick.Stephen Coles/Flickr

Why is this mind-numbingly simple advice so hard to follow?

In Quiet: The Power of Introverts in a World That Can't Stop Talking, author Susan Cain writes that the idea of "having a good personality" is a pretty modern invention. She says that the Western world transformed at some point from a culture of character to a culture of personality, timed around the rise of salesmen and the corporate world. In that burgeoning culture, being charming, charismatic, and a great storyteller was crucial to your success.

We think it makes us impressive to know all the answers, have the best stories, have an anecdote or fun fact to share about every topic. In fact, appearing that way can often be the key to getting ahead at work and making more money. We want to be the one holding court at a party, making guests laugh with our raucous jokes and monologues, because we equate that image with popularity, success, and belonging.

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But it wasn't always this way. My grandad came from a time, in the old South, where good etiquette and manners were more important than being incredibly charming.

In the late 1800s, Professor Thomas E. Hill wrote in The Essential Handbook of Victorian Etiquette: "Do not aspire to be a great storyteller. An inveterate teller of long stories becomes very tiresome. To tell one or two witty, short, new stories, appropriate to the occasion, is about all that one person should inflict upon the company."

Etiquette of the era also dictated not bragging about your connections or accomplishments, and not using highfalutin words to sound smarter than you really are. Some funny ones include parents not telling too many stories about their kids (preach!) and avoiding using too many puns.

Now, my grandad didn't exactly grow up in Victorian England — more like Great Depression-era America — but you can get a sense of how our priorities have changed since 1900 to today. There were a lot of things about that time period in the United States that weren't so great, but that emphasis on making other people feel comfortable and heard in social settings, instead of advancing your own status and standing, would be a welcome return. Luckily, it's easy to do it even today. Just ask a question, literally any question, and you'll already be doing way better than most people.

They don't call them the Greatest Generation for nothing!

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