Countries around the world have tried many tactics to encourage people to vote, from easier access to polling stations to mandatory registration. But Christopher Bryan from Stanford University has found a startlingly simple weapon for increasing voter turnout – the noun. Through a simple linguistic tweak, he managed to increase the proportion of voters in two groups of Americans by at least 10 percentage points.

During the 2008 presidential election, Bryan recruited 34 Californians who were eligible to vote but hadn’t registered yet. They all completed a survey which, among other questions, asked them either “How important is it to you to be a voter in the upcoming election?” or “How important is it to you to vote in the