1. How can a tiny grammatical choice change the persuasive force of an opinion?

2. Why does present tense make a speaker sound more confident, and why does that confidence matter for persuasion?

3. What does verb tense reveal about the difference between sharing an experience and making a claim?

• What is the impact of small parts of speech in marketing language?

• In what ways does using “you” connect with audiences more than other pronouns?

• How can we apply insights about human connection in marketing language to our everyday relationships?