Customer and Client Relations II

Our vocabulary is a powerful tool that shapes how we perceive the world. There's proven evidence that the language that we use alters our perception of reality. This makes fluency another tool we can use to work with people and best communicate out ideas through the usually lossy medium of language. In this series of lectures, we'll pick apart the techniques used by advertisers, news media, and politicians to reveal the tricks they use to influence your decisions without you even knowing.


What we can learn from "clickbait"

"Any headline that ends in a question mark can be answered by the word no."                                                       - Betteridge's Law

Clickbait. If you don't know what it is, you're lucky. If you do know what it is, you hate it. Either way, at some point in your life you've fallen victim to it, whether you realised it or not. In this module, we reverse engineer the insidious dark arts used by the modern media to learn truths about ourselves and how others see us.


  • the way to get people listen to what you have to say, no matter how trivial
  • how to make people respond to a "call to action" over and over
  • how these secrets will amaze and shock you!


Power Words and Triggering Specific Emotions

“For each person there is a sentence—a series of words—which has the power to destroy them.”                      - Philip K Dick

Language has a demonstrable affect on how we perceive the world. As such, if we use the right words we can influence decisions, create anticipation and even direct actions. In this module, through careful study and vocabulary development, we'll find the right and natural way to use new words to make people think, feel, and act.


  • the meaning of Emotional Marketing Value and how to use it in conversation
  • the special words that people love to hear
  • how a few simple changes can make all the difference between action and inaction


Grammar? What grammar?

"Verbing weirds language."                                                                                                                                            - Bill Watterson

There are certain words that we are primed to pay attention to, whether we like it or not. Danger. Warning. Caution. We hand over our autonomy to words on a daily basis, and advertisers, bloggers, news media, and politicians all know this. Take back control and learn the secret ways that we let headlines rule our lives.


  • The dark secrets behind "Self-Help" books
  • The words that steal our attention and the twisted grammar of news writers
  • Fake News: how people make reality suit their emotional agenda


Hyperbole and False Denial

"People may not always think big themselves, but they can still get very excited by those who do."                    - Donald Trump

In this final module, you'll discover the speech-making and conversational techniques of popular modern speakers and the rising importance of authentic natural English as opposed to outdated formal public speaking training and foreign language courses. Build trust and influence people with conversational English.


  • How simple is better when it comes to popularity
  • How people build trust in English by openly lying
  • How to say the unsayable