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Words are powerful. They shape perceptions, influence decisions, and create emotional connections -- or barriers. In business, the words you choose can mean the difference between building trust and creating resistance.
But here’s the thing: most people don’t give enough thought to the language they use.
They rely on default phrases, industry jargon, or overly polished scripts that sound robotic and insincere.
And when that happens, the connection is lost before it even begins.
What you need to understand is this: the words you use are not just tools for communication.
They’re signals.
Signals that tell your prospects whether you’re someone they can trust or someone they should avoid.
Let’s break this down.
Imagine you’re meeting someone for the first time.
If they start the conversation with, “I’m here to help you achieve your goals,” it might sound nice on the surface.
But dig a little deeper, and you’ll realize it’s a generic statement that could come from anyone.
It doesn’t feel personal, and it doesn’t create a sense of safety.
Now, compare that to someone who says, “I’m curious -- what’s been your biggest challenge lately?”
That one question does something powerful.
It shifts the focus away from the speaker and onto the listener.
It creates an opening for a real conversation.
And most importantly, it shows that the person asking the question is genuinely interested in understanding, not just selling.
This is the essence of trust-based languaging.
It’s not about impressing people with fancy words or clever phrases.
It’s about creating a space where they feel comfortable, heard, and understood.
But here’s the tricky part: trust-based languaging isn’t just about what you say -- it’s also about what you don’t say.
For example, words like “guarantee” or “promise” might seem reassuring, but they can actually trigger skepticism.
Why?
Because they’ve been overused by people who didn’t deliver.
Instead, focus on language that feels collaborative and open.
Phrases like, “Let’s explore this together,” or, “What would you like to see happen next?” invite dialogue and reduce pressure.
They show that you’re not here to push an agenda -- you’re here to partner with them.
Another key element of trust-based languaging is tone.
Even the most carefully chosen words can fall flat if they’re delivered with the wrong energy.
If your tone is rushed, overly enthusiastic, or overly formal, it can create friction.
But when your tone is calm, measured, and conversational, it puts people at ease.
It signals that you’re confident, but not pushy.
That you’re knowledgeable, but not arrogant.
And that you’re here to help, not to sell.
Now, let’s talk about the impact of small, seemingly insignificant words.
Take the word “but,” for example.
It’s a tiny word, but it can completely change the tone of a conversation.
When you say, “I understand your concerns, but…” it negates everything that came before it.
It tells the other person, “I’m not really listening -- I’m just waiting for my turn to talk.”
A simple shift to “and” can make all the difference.
“I understand your concerns, and I think there’s a way to address them,” feels collaborative.
It keeps the conversation moving forward without creating resistance.
The same goes for words like “should” or “need.”
When you tell someone, “You should do this,” or, “You need to consider that,” it can come across as directive or even judgmental.
Instead, try using softer language like, “Have you thought about…?” or, “What if we looked at it this way?”
These subtle shifts may seem minor, but they have a profound impact on how your message is received.
Because at the end of the day, people don’t just hear your words -- they feel them.
They feel the intention behind them, the energy they carry, and the trust they either build or break.
So, the next time you’re in a conversation, take a moment to think about the words you’re using.
Are they creating connection or resistance?
Are they inviting dialogue or shutting it down?
And most importantly, are they building trust?
Because in a world where trust is the most valuable currency, the words you use matter more than you think.
Related: Are You Chasing Ghosts?
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trust In A Split Second” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.