# Phil Jones — Magic Words for Discovery

Source: "Exactly What to Say" by Phil M. Jones

These are short language patterns that reduce pressure, lower defences, and guide people toward decisions. Use them throughout discovery conversations.

## Core Principle

People don't like being told what to do. But they do like being guided to their own conclusions.

The goal: create curiosity, encourage thinking, make decisions feel natural.

## The 10 Most Powerful Phrases

### 1. "I'm not sure if it's for you, but…"
Lowers resistance instantly. People relax when they feel no pressure — and ironically, this increases interest.

> "I'm not sure if it's for you, but some vendors in your situation found this approach really helpful."

### 2. "Just imagine…"
Activates visual thinking. When people imagine a future scenario, they begin to emotionally buy into it.

> "Just imagine what it would feel like to have this sold before summer."

### 3. "How open-minded would you be…"
Introduces an idea without forcing it. Invites curiosity rather than demanding agreement.

> "How open-minded would you be to exploring what a strong launch strategy could look like?"

### 4. "What do you know about…"
Uncovers someone's knowledge level. Lets you understand their perspective and fill gaps.

> "What do you know about how homes are selling in this area at the moment?"

### 5. "If you were to…"
Helps people consider possibilities without commitment.

> "If you were to move this year, where would you go next?"

### 6. "Don't take my word for it"
Builds credibility through evidence rather than opinion.

> "Don't take my word for it — look at the data from the last few sales nearby."

### 7. "Would it be a bad idea if…"
Invites a safe "no" response. People feel they are still in control.

> "Would it be a bad idea if we explored what price might attract the best buyers?"

### 8. "Before you decide…"
Creates curiosity by introducing important information.

> "Before you decide, there's something you should know about how buyers are behaving right now."

### 9. "If… then…"
Powerful conditional close that clarifies commitment.

> "If we could achieve that price, then would you be comfortable moving forward?"

### 10. "When would be a good time?"
Assumes the action will happen. Moves toward action.

> "When would be a good time for us to have a quick look at the property?"

## Why These Work — Three Psychological Triggers

1. **Curiosity** — people are drawn to information gaps ("Before you decide…")
2. **Autonomy** — people want to feel they made their own decision ("How open-minded would you be…")
3. **Imagination** — people make decisions emotionally first ("Just imagine…")

## Conversation Structure

1. Build curiosity
2. Ask thoughtful questions
3. Guide thinking
4. Help the person reach a conclusion

> "The difference between a good conversation and a great one is often just a few words."