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Shermer and Ashton discuss: what it\\u2019s like advising Google and Buckingham Palace on how to communicate \\u2022 what makes writing appealing and effective \\u2022 how to write better emails and social media posts \\u2022 why the messages we write often backfire \\u2022 why emails so often make us angry \\u2022 How has written communication changed in the last five years? \\u2022 What makes Donald Trump such a powerful communicator that he can seemingly hypnotize tens of millions of people and dictate entire news cycles with a single statement? \\u2022 when you should stop writing and pick up the phone to talk instead \\u2022 How much information is too much?

Rob Ashton is a writer, editor, and a former research scientist (a molecular biology researcher who helped develop the first tests for HIV). For the last six years, he\\u2019s been on a quest to discover the science of how the words we read and write affect what we think and do. His experience includes 24 years advising some of the biggest names in commerce, such as Google, as well as working with national governments, charities and even the Royal Household at Buckingham Palace, all in an effort to help their people communicate more effectively in writing. He calls writing \\u2018the invisible medium\\u2019. And he believes much of the misunderstanding in the world stems from our increasing reliance on our keyboards and phone screens to \\u2018talk\\u2019 to each other. But he says it\\u2019s always frustrated him that so much of the communication advice on the web and pushed by consultants is based on a mixture of pseudoscience, hearsay and wishful thinking. Read more at: robashton.com/influence