Phil M. Jones, author of “Exactly What to Say: The Magic Words for Influence and Impact,” shares how to unlock the power of persuasion to maximize effective communication. Watch Side by Side Tuesdays at 7 PM on PBS NC and streaming on the PBS app. | PBS North Carolina

Every. Word. Matters.... If you want to master influence and get what you want in everyday interactions. So which words make all the difference? It's too important to JUST read about it, that's why I partnered with Lit to turn my Best-Selling Book, Exactly What To Say, into video format! "Exactly What to Say could replace just about every other book on human behavior--it's that useful." --John Jantsch, author of Duct Tape Marketing Dive in today and experience a new way of learning, with videobo