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Tactic 51 of 99

The Label

Name the emotion and you defuse it.

What it is

You name the feeling you think the other person has. “It sounds like you’re frustrated.” “It seems like this has been a really stressful week.” Hostage negotiators call it labeling. Research by Matthew Lieberman and colleagues at UCLA found that putting feelings into words (“affect labeling”) can reduce the intensity of emotional reactions in the brain. Name it and you tame it, a little.

A good label does two jobs. It cools them down. It shows you get it. Once someone feels understood, they stop fighting you and start talking.

Why it works

Someone in a storm feels alone in it, so they push harder to be heard. A label says: heard. They can stop pushing. It also slows them down: to agree or disagree with a label, they have to think about what they feel, and thinking takes some heat out of feeling.

Spot it

Someone keeps naming your feelings, but nothing about the situation changes. You feel understood, then you notice you’ve agreed to something you wouldn’t normally. A seller says, “It sounds like you’re worried about the cost,” and then pushes straight on. A label that calms you right before an ask is a tool, not empathy.

Counter it

Accept the label if it’s right. Then bring the conversation back to what you want. “Yes, I’m worried about the cost. So I need a lower price, or I’ll leave it.” Understanding your feelings is good. It’s not a substitute for meeting your needs.

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