But using their first names, or words like “you,” “he,” or “she” encouraged them to think like an outsider and see the situation more positively. Rather than complaining or stressing themselves out even more, it encouraged them to provide support and advice: “Jane, you can do this. You’ve given a ton of speeches before.”

Outsider language helped speakers see things more objectively, making the situation less anxiety-inducing. They felt fewer negative emotions and appraised the situation in more positive terms. More as a challenge that they could cope with, or rise up to meet, rather than a threat that they felt unprepared for or overwhelmed by.

In the years since then, scientists have refined the exact components of “powerful” language. But at its core, the main idea remains the same. Speaking with power makes people seem confident. It makes them seem more certain, self-assured, and knowledgeable, which makes audiences more likely to listen and change their minds.

The more emotional language an article used, the more likely audiences were to keep reading.

Second, emotional language is a powerful tool to increase engagement.

Behavioral scientists have conducted hundreds of studies about the differences between powerful and powerless words and phrases. We are especially smitten with research led by Jonah Berger at the University of Pennsylvania and by our Stanford colleague Jennifer Aaker. We draw mostly on their work to generate five tips about the kind of talk that provokes people to act, persist, and develop imaginative solutions.