Article Pool

Free Article Directory!

• Home
• Submit Article
• Recent Articles
• Top Authors
• Top Articles
• Article Distribution Service
• Article Writing

The Power of 'because...'

Published by Zeeshsoft | October 9th 2009 | Views:

Loading

|

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

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

If you picked the third, the one that includes 'because', you'dbe right. Of course, if you're a parent, aunt, or uncle you mayknow that already.

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

In a broader sense, 'because' provides context, which we'veoften discussed in this newsletter. Context provides a frameworkfor specific communication. For example, "Please review thiscontract before we mail it out, because a mistake could cost usthousands of dollars."

A number of Internet entrepreneurs report they've tested the useof 'because' in their advertising copy and found it worked. I'veused it myself on the home page of Abbott's Communication Letter where visitors are invited tosubscribe.

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 anaction and a consequence of that action. For example, "Wear ahelmet when you ride your bike, because it will help you avoidhead injuries if you fall." In this case, wearing a helmet isthe action; avoiding a head injury is the consequence.

Oneds something like this: "Thestory 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 theHistorical Fiction section. The consequence: you'll learn thestory behind the story, enriching your reading of the fictitiousstories.

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

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

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


Rate this article:

Total Vote: 0, Rating: 0/5




Comments (0)
Post a Comment