> ## Content Index > Fetch the complete content index at: https://www.unbore.com/llms.txt > Use this file to discover other available public pages before exploring further. # Exactly What to Say: The Magic Words for Influence and Impact - URL: https://www.unbore.com/readings/exactly-what-to-say-the-magic-words-for-influence-and-impact/ - Published: 2026-03-02T08:18:44.000Z - Updated: 2026-03-08T03:45:55.000Z - Description: By Phil M Jones - Author: Shlomo Genchin - Tags: Readings 🗒️ Note: My notes are a mix of key ideas and quotes from the book as well as my own thoughts. After years in sales and marketing, Jones discovered that you could ***influence people and change their minds*** just by using “magic” sentences and words. Here are my favorite words. I also added some examples that I wrote for [copy.ai](http://copy.ai/?ref=unbore.com), just to practice: **I’m Not Sure If It’s For You, But…** It’s a good way to introduce someone to a ***new idea***. The “not sure” part makes it feel more ***authentic and takes away the pressure*** as if you’re only suggesting something you’ve heard of instead of trying to sell. 🐈 Example: “I'm not sure if it's for you, but I know a piece of software that automatically writes marketing copy. It's called copy.ai.” **Open-minded** Everyone wants to come across as open-minded. **What Do You Know?** Rather than ***preaching to someone*** about your product, ask them ***what they know about it first***. It’ll help you adjust your pitch according to ***their knowledge*** and also ***challenge them***, making them the one who sells to you and not the other way around. **How Would You Feel If…?** People want to ***avoid pain***. With this sentence, you can stir up their fear without being too harsh. **Just Imagine...** Jones calls this phrase the "*once upon a time of adults*" because it puts us in a "*story time*" mode. You allow the person to ***time-travel to the good moments your product will create***. **When Would Be a Good Time For...?** Asking whether someone wants to ***try my product*** leaves me with a ***chance*** to receive a 'yes' or 'no.' 📳 Note: Another rather similar technique is to ask, “What number can I get you on?” instead of asking, “can I get your number?” --- **You Have Three Options** Narrow down ***your options*** while showing the prospect that ***their alternatives are not so good*** and they should try ***your solution***. > *Example: “So you hate your writer. He’s expensive and delivers bad work. You have three options: *One*, you can look for another copywriter, go through heaps of LinkedIn profiles, try a few, and maybe find one. *Two*, you can do absolutely nothing. *Or*, you can give* [*copy.ai*](http://copy.ai/?ref=unbore.com) *a try, use it alongside what you’re already doing. *What option is going to be easier for you?*”* **There Are Two Types of People** This phrase immediately makes me wonder – which type ***do I belong to***? > **⌨️** *”There are two types of people: those who *resist change*, spend their time hiring expensive copywriters who work slow, and often deliver off-brand copy that doesn’t convert. And those who *embrace the change* and use AI to write unlimited amounts of compelling copy.”* **That's Great!** This phrase helps to deal with objections like "I tried AI copywriting in the past. The copy was complete nonsense!" Instead of answering, “Yeah, but…” I should ***turn the negative objection into a positive argument***. 🤖 Example: ”That’s great! Then you already have some experience with AI. The good news is that our software is powered by GPT-3, and we developed it together with pro copywriters. So the results are nothing like what you’ve seen before.” **Most People** Human beings are ***social beings***. Knowing what others ***have done*** can often convince us to ***do the same.*** Instead of saying: "That's what you should do!" provide ***social proof*** and show what most people do. 🗓️ “Most people go for the annual subscription. It’s just much more cost-efficient.” **I Bet You’re a Bit Like Me** Makes you ***more relatable***, revealing your human side. **If… Then** We’re used to this ***conditioning from childhood***. **Don’t Worry** Show the person some ***compassion*** and explain ***why they’ve got nothing to worry about***. **Before You Make Your Mind Up** People tend to **stay consistent with their choices**. Moving someone from a *“no” → “yes”* is harder than moving from a *“maybe” → “yes.*” **If I Can, Will You?** Eliminate your prospect’s objections by ***offering a solution***. **Enough** Adding the word “*enough*” at the ***end of your offer*** makes people ***more likely*** to agree to it. **Just One More Thing** When your prospect has ***already agreed to the deal*** and the ***atmosphere calms down***, you can ***use the opportunity to add something*** more into the mix. **What Makes You Say That?** People would often ***give objections without really understanding them***, just because they’ve heard those objections from other people or on TV. When they raise up an objection that doesn’t make sense, ask them: “What makes you say that?” ***It forces an explanation for their objection***. If they can’t… **What Happens Next Is** It ***calms*** people down and gives them a ***clear understanding of what they need to do next***. It gives them clarity. --- - When people asked the author, “How does it work?” he used to start ***explaining every single feature and technical detai***l to them. ***But then he discovered another method***, he just answered: “It works great!” Conversion rates drastically improved. - By the way, Jones says that, of course, ***nothing in sales works 100% of the time***. That’s why these words should not work with ***all of the people all of the time***, they should work with ***more of the people more of the time***.