Marketing expert and bestselling author Jonah Berger shows how to use language more effectively and persuade with the right phrasing. This book explores the magic of words, what they can achieve, and how to choose the right ones for communication. All our thoughts are based on words. In everyday life, in the workplace, in parenting, or in relationships, the choice of the right words plays a crucial role. However, certain words are more powerful than others, as Jonah Berger points out. They can persuade, inspire, clarify, and trigger change. In his book, he describes six fundamental types of magical words—among them, those that convey trust and evoke emotions—and explains, with numerous examples, how small changes in communication can make a significant impact. This book is for anyone who wants to enhance their communication positively through the right word choice while also effectively persuading others.