Imagine if you could always get what you want – just by speaking well.

For decades academics have been slowly cracking the secret codes of spoken language used by successful speakers to achieve their aims.

Now in this practical and eye-opening guide, Jonathan Clifton, a linguistics expert who has been decoding language for decades, identifies these below-the-radar tactics, explaining how and why they work.

And he sets out 100 ways to successfully apply these secret codes of spoken language yourself, and achieve your goals in life, love and work. Debate, small talk, negotiation, advertising, apologies, presentations, and news interviews, all are revealed in Dr Clifton's prescription for conversational joy.

Dr Clifton, an associate professor at the Université Polytechnique Hauts-de-France, France, has been teaching communication to students at universities in Europe and India for the past 25 years.

However, he has come to realise that academics are often writing only for each other and their work is often obscure and inaccessible to a wider public. To spread the practical benefits of linguistics, he is bringing his research insights to a popular audience in a clear and jargon-free manner.

His message is that if you want to improve your communication skills, you must study how other people use language as they go about their daily business. Then you'll be able to crack the codes of conversation for yourself – and talk your way to success. Imagine what a difference that could make to your life. Just by applying some thought and the right words.

"Drawing from years of research and university teaching, Jonathan Clifton masterfully guides the reader through the secret codes of conversation - without the academic jargon. Through easy-to-follow examples taken from contemporary scenarios, this book encourages you to notice the subtlest of cues in language, and it equips you with concrete communication strategies, one hundred of them to be specific. From celebrity interviews to police negotiations, from adverts to everyday chatter - if you ever wondered how people really communicate and how they achieve their goals, you won't be able to put this book down!" – Erika Darics, language consultant and Professor of Applied Linguistics, University of Groningen, The Netherlands.