Indeed, rather than being convincing, persuasive messages actually led a decent chunk of study participants to shift their opinions in the opposite direction.

This is why expressing doubt can help. Showing that we’re conflicted or uncertain makes us seem less threatening. Expressing doubt about one’s own view acknowledges that conflicting beliefs are valid, making the other side feel validated and more willing to listen. It recognizes that issues are complicated or nuanced, which increases receptiveness.

Uncertainty signals an openness to other perspectives. So particularly when issues are contentious or people are dug in, expressing a little doubt can actually be more persuasive.

Words do more than just convey facts and opinions. They signal how confident communicators are in the facts and opinions they are expressing. Consequently, words influence how we’re perceived and the impact of what we say. Want to be perceived more positively? Increase your impact?

• Ditch the hedges. When the goal is to convey confidence, avoid words and phrases like “may,” “could,” and “in my opinion,” which suggest that things, and the people saying them, are uncertain

• Use definites. Rather than hedging, use definites instead. Words like “definitely,” “clearly,” and “obviously,” which suggest whatever was said isn’t just an opinion, it’s an irrefutable truth.

• Don’t hesitate. Ums and uhs are natural parts of speech, but too many of them can undermine people’s confidence in us and our message. So cut the fillers. To decrease hesitations, plan what to say in advance or pause to collect your thoughts when needed.

• Turn pasts into presents. Using the present tense can communicate confidence and increase persuasion. So to signal certainty, rather than using past tense (e.g., “I loved that book”), use present tense (e.g., “I love that book”) instead.

• Know when to express doubt. While seeming to be certain is often beneficial, if we want to show we’re open minded, receptive to opposing viewpoints, or aware of nuances, expressing doubt can help.

By harnessing the language of confidence, we can signal our expertise, showcase our

openness to opposing viewpoints, and encourage others to go along with what we’re suggesting.

The more aversion there is to revealing certain information, the more important it becomes to ask questions that avoid making (positive) assumptions. Avoid presuming the absence of an issue.

It turns out that these differences in certainty have an important impact on sustained attention. Looking across thousands of pieces of content, we found that uncertain emotions encouraged engagement…

Uncertainty led readers to stick around to resolve what they didn’t know.