The Power Of “Because”

Few words in English have more power and importance than “because”. We are literally conditioned to respond to this word. That’s because, when we were children, and our parents told us to do something, we might have whined, “Why do I have to…?” And usually the response would be, “Because I told you so!”… and that would be it. You’d do as you were told.

Also, the human mind constantly seeks the reason for things. When we were children we might have frequently asked why this, and why that. As adults, we might not ask those questions quite as much, but we still often want to know why. What’s more, having a reason gives us an excuse for accepting the request.

Why am I telling you about the power of because? It’s because this knowledge will help you sell more, and get what you want more often. (And I’m guessing that might be of interest to you?)

Let me give you a solid example: Persuasion expert Kevin Hogan made a tiny change to a one minute telemarketing script for a charity, and increased the response rate by nearly 30%.

Maybe you’re wondering, “What was that tiny change?” He altered the ending of the script from “please donate”, to “please donate… because it’s important.”

Bam. A nearly 30% increase in response. That’s the power of because.

Give people reasons to comply with your request. Not only does it satisfiy the rational part of their mind, it gives them the excuse to comply.

“Buy now, because the sooner you start, the faster you’ll get results.”
“Place your order now, because your business is important to us.”

And while you’re here, make sure you subscribe to this blog, because I’d like to share with you more tips on getting what you want on a regular basis, and because you’ll want and need these tips to have more and greater success in writing, copywriting and in life.

4 comments

  1. Aha! That was the first thing I said after reading this! I know as a mother of two children, they both seem to appreciate requests a whole lot more if there is a reason given. Although, sometimes “because I said so” is the only one I can give. ;)

  2. I always hated when my parents said “because I said so!” It’s a logical fallacy. I wanted a reason for cleaning my room. If they had told me it keeps insects away, it would have been clean 24/7. I hate insects…

    “Because” is an amazing word, though sometimes it feels wrong to throw it in constantly.

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