This month, I’m going to share with you an amazing word I use as often as possible to give my projects strong credibility!
Here’s a hint: In “The Wizard of Oz”, why did Dorothy, the Scarecrow, the Tin Man and the Lion make that perilous journey to see the Wizard?
It’s, “because, because, because, because, because… because of the wonderful things he does!”
That’s right! “Because” is one of the most powerful words you can have in your copywriting arsenal!
In the book, “Yes! 50 Scientifically Proven Ways to Be Persuasive”, author Robert B. Cialdini reveals the persuasive power of “because”. And you’re about to find out why this word is a gold mine to us copywriters. It’s…
BECAUSE it gives your message actual or presumed credibility…
BECAUSE it puts you in the power seat…
And BECAUSE it works!
Here’s the scientific proof:
Behavioral scientists Ellen Langer and her colleagues put this simple word to the test. In one study, Langer arranged for a stranger to approach a person waiting in line to use a copier machine. The stranger simply asked, “Excuse me, I have 5 pages. May I use the Xerox machine?”
And guess what?
An unbelievable 60% of the folks willingly agreed to let the stranger go ahead of them! Now get this…
When the stranger made the request with a reason, such as, “May I use the Xerox machine because I’m in a rush?” – a whopping 94% of the folks agreed to let her move ahead of the line!
Actually, those amazing results are not too farfetched. After all, the stranger asked and then provided a solid reason for the request. But here’s where the study gets you scratching your head…
This time, Langer instructed the stranger to use the word because — but now, follow it with a completely lame reason.
So, the stranger now said, “Excuse me, may I use the Xerox machine because I have to make copies?”
Duh! Of course she had to make copies. EVERYONE in line was waiting to make copies!
But despite the meaningless reason, the results were nearly identical to the sound reason from the first study. That’s right, 93% of those waiting in line still said YES to the lame request!
This famous “Xerox study” shows the powerful and motivational influence of the word because.
It’s a deep seated word that we’re trained to expect and respect!
Starting in childhood, you’ve been trained to hear “because” — and then get a sound reason following it.
Even if it’s “because I’m your mother, that’s why!” Or the ever popular, “Because I SAID so!”
In the project, I just completed, I went back to see if I was capitalizing on the power of because. And did I EVER! Here are just a few examples…
“But if you’ve got problems managing your blood sugar levels — well this special report is going to feel like a Godsend! Why?
Because you’ll uncover Nature’s remarkable nutrients that help boost insulin production… normalize blood sugar levels…and even help you control your weight!”
“Most folks don’t realize that salt creates a double whammy when it comes to your blood pressure. That’s because a high sodium diet not only increases your blood pressure — but it can also wipe out the effects of many blood pressure drugs!”
“Those scoundrels don’t disclose that information. Why? Because their product contains just a tiny amount of this essential nutrient.”
“That’s because this enzyme is notorious for constricting blood vessels — and making your arteries stiff as a board!”
So make sure you use because often in your writing projects – and back it up with sound and strong reasoning. Do that — and your copywriting success will soar!
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|Yours for stellar results,