We are delighted to welcome Jonah Berger, Marketing Professor at The Wharton School of The University of Pennsylvania, onto this episode of Social Pros.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:  Salesforce Marketing Cloud  ICUC  Full Episode Details   The more you understand the words you use, the more you can increase the impact of your social content. But how can you change up your language choices to resonate better with your audience?  Jonah Berger, Marketing Professor at The Wharton School of The University of Pennsylvania and repeat Social Pros guest, joins the show to share his thoughts.  He reveals the story behind his latest book, ‘Magic Words’, how words can build trust, community and influence and why anybody can become a better writer.  Plus, he tells us the hidden benefits of asking questions and why it’s essential to understand audience behaviors.   In This Episode:  0:00 – Introduction  5:25 – Jonah describes his new book  7:11 – Why did he write this book?  9:56 – Understanding the impact of magic words  13:00 – What language does  15:03 – Identity and agency  20:58 – Defining ‘magic words’  23:49 – Jonah’s favorite category in his framework  30:21 – Asking the right questions  34:08 – Using magic words to approach challenging topics  37:36 – Jonah’s final two  39:56 – Outro   Resources  Schedule a consultation with ICUC  Grab your free Social Media Audit Bundle  Visit Jonah’s website  Connect with Jonah on LinkedIn  Follow Jonah on Twitter  Buy Jonah’s book, ‘Magic Words’ on Amazon  Register for Jonah’s SPEACC framework  Previous episodes featuring Jonah Berger  Contagion, Social Media, and Why Things Catch On (2013)  How Influence Can Make or Break Your Brand (2016)  Psychology Shows Why Social Media Often Fails (2020)    Visit SocialPros.com for more insights from your favorite social media marketers.