Function Better by Noticing Function Words

Of all the words written and spoken in American English, which are the three most common? (Hint: I’ve used all three in the preceding sentence.)
     The answer, based on an analysis of a million-word representative compilation by researchers at Brown University: the, of, and.
     Social psychologists have called these three “function words.” Pronouns, such as I, you, and they, are also function words. Of the 100,000 words in the average American adult’s vocabulary, about 500 are function words. They are distinguished from what are called content words—nouns, verbs, adjectives, and most adverbs.
     Research findings from University of Texas-Austin and Ohio State University indicate that retailers can increase their effectiveness both as sellers and as buyers by noticing the function words in what they hear, speak, read, and write.
     Here’s an example: Imagine that three different shoppers come into your store and end up looking at a particular item.

• The first prospect says, “I think I’ll consider buying this item.”
• The second person says, “I am considering buying this item.”
• The third one says, “This is the item I am considering buying.”

     If you’d heard all three statements within minutes of each other, so you had the opportunity to notice the subtle differences in phrasing, you’d probably realize that the first one is the furthest of the three from closing the deal.
     How about the difference between the second and third statements?
     The research indicates that when hearing the second statement, which leads off with “I,” the salesperson should respond by focusing on the shopper’s individual needs. Reduce the social and psychological risks for this consumer.
     With the third statement, the salesperson can assume the shopper is close to a final buy decision. Don’t oversell, but do consider that the consumer would be influenced by how the purchase could benefit other people who are important to the purchaser.
     The research says that an abundance of “I” statements indicates uncertainty and maybe even hopelessness in a consumer. People who are depressed use “I” more often than people who are emotionally stable. People who are confident about their leadership abilities use “we” more often than those who doubt their leadership skills.
     To be sure, the phrasing an individual uses is influenced by many factors, including the phrasing he’s accustomed to encountering. Still, an attention to the pronouns and other function words can help the astute retailer pose hunches to check out.

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