The Power of because...

"Do it!", "Do it now!", or "Do it because..."

Which of these commands is most likely to get the response you want?

If you picked the third, the one that includes 'because', you'd be right. Of course, if you're a parent, aunt, or uncle you may know that already.

The idea behind 'because...' is to provide an explanation or rationalization for the request you're making. In other words, the command or request is not just an arbitrary exercise of power on your part -- it's a reasoned request or command.

In a broader sense, 'because' provides context, which we've often discussed in this newsletter. Context provides a framework for specific communication. For example, "Please review this contract before we mail it out, because a mistake could cost us thousands of dollars."

A number of Internet entrepreneurs report they've tested the use of 'because' in their advertising copy and found it worked. I've used it myself on the home page of Abbott's Communication Letter http://www.abbottletter.com/ where visitors are invited to subscribe.

I haven't tested to see whether or not it makes a difference. But I do know it helps in the copy writing process.

It helps because it pushes me to make a connection between an action and a consequence of that action. For example, "Wear a helmet when you ride your bike, because it will help you avoid head injuries if you fall." In this case, wearing a helmet is the action; avoiding a head injury is the consequence.

One more thought: the word 'because' does not always have to be explicit. It can be implicit or implied, as in "Wear a helmet when you ride your bike, so you won't injure your head if you fall."

Let's consider a few more examples, from various functional perspectives.

Suppose you're a librarian and you want to encourage patrons to expand their reading horizons. So, you post a sign in the Historical Fiction area that reads something like this: "The story here is only half the story. Visit the History shelves, too, and enrich the stories you find here."

The action: look in the History section, as well as the Historical Fiction section. The consequence: you'll learn the story behind the story, enriching your reading of the fictitious stories.

How about a sales example? If you send a sales letter, do you focus on product features and ignore the benefits your readers will reap (believe me, I see a lot of these letters)? If you use 'because' with each feature-- explicitly or implicitly -- you'll force yourself to list benefits as well as product features.

Compare these two pitches: "Now featuring keyboard water coolers with two-gallon capacity!" and "With the two-gallon keyboard water cooler, your keyboard will never overheat, no matter how fast you type."

In summary, using the word 'because' in your message will help you write more persuasive copy and help your readers understand why they should respond to you.

Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com

---

Do You Really Need a Brochure?

The phone rings. Good news... it's a potential client. You... Read More

Five Steps to Partnering with Companies to Build Your Client Base

Wouldn't you love a simple formula for easily growing your... Read More

Radio Ads That Get Results

Radio advertising can be a small business's best friend. It's... Read More

Earning the Right To Sell With Stats ? 10 Steps to Greatness

We could learn a thing or two from pro sports.Baseball... Read More

Your Marketing ? From The Couch To The Cash Register

When you put time or money into any marketing plan,... Read More

Five Mistakes Absolutely Guaranteed to Drive Away Your Best Clients

We all work hard to attract even one paying client.... Read More

After Your Postcard Mailing: Follow Up with Finesse

I've heard a lot of people lament the fact that... Read More

Making the Intangible Real

How do you make the intangible real? How do you... Read More

Questioning the Data of Demographic Off The Shelf Marketing Products

I have been working on a direct mail campaign for... Read More

Inform vs. Excite

excite v. 1 a: to call to activity b: to... Read More

Free Publicity for Restaurants

One of the best ways to get a restaurant free... Read More

Ready, Fire, Aim!

You probably read my headline and thought, wait a minute,... Read More

10 Awesome Ways To Attract More Orders

1. Create a free ebook directory on a specific topic... Read More

Six Essential Principles for Marketing to Women Business Owners

Marketing to women entrepreneurs is not difficult. You just have... Read More

B2B Marketing - Why it Should be Subtle

Subtle adj. Showing or making, or capable of showing or... Read More

The Name Game

Pop quiz! If you have to say goodbye to your... Read More

5 High-Impact Marketing Tips

Here are 5 high-impact marketing tips you can use to... Read More

Creating a Marketing Timeline That Works: 17 Simple Ideas for Marketing Your Small Business

"Goals are dreams with deadlines." -Diana Scharf HuntWhen clients come... Read More

Positioning For Success

According to military historian David Chandler the campaigns of Napoleon... Read More

Guide to a Profitable Marketing Mix

You may have heard the term Marketing Mix used in... Read More

Why Most Marketing Videos Dont Work

Every now and then I will meet someone who has... Read More

How to Save Time and Achieve More by Creating High-Leverage Marketing Assets

The single biggest, non-renewable asset you have is your time.... Read More

Nine Advance Networking Skills for Seasoned Networkers

A seasoned networker knows the real meaning of networking --... Read More

Beyond Fear And Greed: Emotions That Sell

Fear and Greed. The stock-in-trade of sales. Appeal to them,... Read More

If You Can?t Answer This Question Your Business is Doomed!

How do you answer the seemingly easy question, "What do... Read More

Its Not All about the Cleavage! Or is It?

Times are a changin'! More women today work outside the... Read More

Why You Dont NEED a Marketing Plan

If you pick up a copy of the November 2003... Read More

How to Successfully Promote your Business to an International Audience

Breaking into the international marketplace can catapult a company into... Read More

Blowing Your Own Horn

Opportunity Assistance Business Resource Center At first you must think... Read More

Unique Gift Items ? 3 Creative Ideas

With promotional items there are standards: t-shirts, mugs, note cubes,... Read More

Direct Marketing ? Brand Identity Guru Tips

If your company doesn't have a direct marketing program in... Read More

Differentiate or Die

Sounds pretty harsh, doesn't it? Well, I can tell you... Read More

At the Speed of Light

How many times has someone you've called said, "Why don't... Read More