Was browsing NPR.org website today and read a review of a new book by a linguistic researcher that reveals 'tells' when people use certain words known as function words, like "I", "that", "and", etc.

I just ordered the book because in the review it stated that in our communications with each other, the person who uses phrases with "I", instead of "you", is actually acknowledging the other persons dominance or status.

It is interesting because as copywriters know, using "you" phrases in copywriting is much more likely to involve the reader than "I" phrases. In fact, the "I" phrases puts the reader above the seller and makes the seller look sorta like a beggar.

Anyway, the name of the book is The Secret Life Of Pronouns.