4 Words of Power

4 words of power are the essential part of conversational hypnosis that deals with hypnotic language pattern or the use of words. These 4 words are tools to achieve a certain effect of logic. But before we get to them, lets us look briefly what else one should know before starting using these 4 words of power.

There are 2 master keys or main principles when it comes in using words for conversational hypnosis.

1. The principle of flow. When you use these words, use them smoothly, do not make unusual pauses in conversation. In fact, the smoother you can be, the better is the effect. All good conversationalists are smooth talkers.

2. The principle of association. When we use words, we invariably tend to think of other words or rather objects and concepts associated with them. These are usually different for everyone but there are lots of generic ones as well. For example, a ninety-year old man is associated with old man, gray-haired man, old age, etc.

The 4 words of power are: as, because, and, means (and their equivalents). As you can see, these words are neutral in themselves but they allow us to create linguistic bridges that link one idea to another. And get this: these ideas do not have to have anything in common or be normally associated with each other. Use of these words, however, let us lead a person we are trying to influence through one idea to another and through several other ideas in-between. The created effect of seeming logic is what makes these words so powerful.

The word because is especially powerful as it provides the reason for doing things. You have probably heard of a famous example. Harvard social psychologist Ellen Langer made an experiment. She asked in the line for a copy machine to go first. The first time she asked: “Excuse me, I have 5 pages. May I go first, because I am in a hurry?” The rate of compliance was nearly total: 94% let her skip ahead. When she just asked: “Excuse me, I have 5 pages. May I go first?” only 60% complied. At first glance it appears that the difference between these two requests was the reason provided by the word because. But the third request was formulated like this: “Excuse me, I have 5 pages. May I go first because I need to make some copies?” What do you think the rate of compliance was? Nearly the same as in the first case: 93%. That’s when it became clear that people reacted to the word because and let the real reason just slip by. The word because implies reason, so a person’s brain is less likely to question the validity of that reason, whatever it might be.

The above example is taken from the book by Robert Cialdini Influence. New York. Morrow. 1984. p. 18.