Why should you read this article? Because you can strongly influence your conversion by using a simple word. Why would you want that? Because by influencing your conversation, you achieve optimal results. Why? Well… Because.
So what?
When it comes to marketing and advertising, I have two questions I always ask; So what? And Who Cares? We’ve all received emails or ads seen websites telling us what we should buy. What we need to buy. Or what everyone else is buying. Still, so much marketing often leaves the “So what?” and “Who cares?” unanswered. I’m going to let you in on a little secret… If you don’t or can’t answer those questions for your customers, there’s a good chance they won’t buy from you. There’s even a greater chance they will find someone who answers those questions. And purchase from them.
Get a gym membership today.
You should use this software.
You need this car.
You should use this software.
You need this car.
Increase conversion power
Simply telling someone to act now isn’t very effective. That’s especially true if what you’re selling is not an impulse purchase. Your conversion power will increase when you tell people why they should use your product or service. You get even more of an increase if you give a valuable reason to do something, maybe even something.
Get a gym membership today because your first month will be free.
You should use this software because it saves you time and increases your productivity by 15%.
You need this car because it will keep your family safe on the road.
Everything that comes after 'because' is fantastic! Even if it's not
Sometimes, the exact reason you give after ‘because’ doesn’t even matter. Sure, a substantiated reason that really makes it worthwhile for the reader to act works best. This becomes more important when there is more at stake, when the change is significant, or the purchase is more expensive.
But in many cases, a nonsense reason is also sufficient. This is simply because every message behind the word ‘because’ is quickly checked off in our subconscious brain as a valid reason. Our brain is looking for the feeling that there is a reason for what we are being asked to do.
But in many cases, a nonsense reason is also sufficient. This is simply because every message behind the word ‘because’ is quickly checked off in our subconscious brain as a valid reason. Our brain is looking for the feeling that there is a reason for what we are being asked to do.
It starts in childhood
How is it possible that even a nonsense reason behind the word ‘because’ is checked off as valid in our subconscious brain? It can be traced back to childhood, to the “why” phase that almost every child goes through.
Around the age of three, children no longer accept everything blindly. This results in rapid-fire questions. Why can’t I color on the wall? Why do I have to share? Why do I have to go to bed? And so on.
When they become teenagers, it keeps going but with higher stakes. Why can’t I borrow the car? Why can’t I stay out until 3am? Why do I have to learn algebra?
When they become teenagers, it keeps going but with higher stakes. Why can’t I borrow the car? Why can’t I stay out until 3am? Why do I have to learn algebra?
Because I said so!
Various articles on child development show that children put their thoughts into words during the ‘why’-phase. That they practice asking questions and satisfy their hunger for new knowledge. The ‘why’-phase of young children and the because-response of adults leads to conditioned behavior. That means that in childhood, our brain is coded so that we expect we will find a reliable answer after ‘because.’ Even if it’s nonsense. In addition, as people, we like to feel that we understand things. The feeling of understanding outweighs the actual understanding of the reason.
A nonsense reason that turned out to be successful in 94 out of 100 cases
In 1978, the researchers Langer, Blank, and Chanowitch discovered the power of ‘because.’ They found that you get what you want sooner if you use ‘because’ in your message and follow it for a reason. However solid or stupid this reason may be.
Chances are you’ve heard of the Copy Machine study that took place in the library at Harvard. At the time, there were no personal printers, so copies were made on a Xerox machine. The on-campus copy center was known for its lengthy queue. For the experiment, the researchers would try to cut in the line by asking one of three questions:
Chances are you’ve heard of the Copy Machine study that took place in the library at Harvard. At the time, there were no personal printers, so copies were made on a Xerox machine. The on-campus copy center was known for its lengthy queue. For the experiment, the researchers would try to cut in the line by asking one of three questions:
“Excuse me, I have 5 pages. May I use the Xerox machine?”
“Excuse me, I have 5 pages. May I use the Xerox machine because I am in a rush?”
“Excuse me, I have 5 pages. May I use the Xerox machine because I need to make copies?”
“Excuse me, I have 5 pages. May I use the Xerox machine because I am in a rush?”
“Excuse me, I have 5 pages. May I use the Xerox machine because I need to make copies?”
Asked the first question, “Excuse me, I have 5 pages. May I use the Xerox device?” 60% of the respondents answered yes.
Increase in the number of 'yes' words
Another group of participants was asked the second question, “Excuse me, I have 5 pages. Can I use the Xerox machine because I am in a hurry?” A nonsensical reason, but 94% of the respondents let the questioner cut in line.
In the third example, “Excuse me, I have 5 pages. Can I use the Xerox machine because I need to make copies?” the number of yes responses was 93%. It did not matter that the reason ‘because I need to make copies’ was ridiculous. Everyone standing in the line at the Harvard library was there because they needed to make copies.
I’m not suggesting you use nonsensical reasons. Your reasons must add value and resonate with your customers. People want to feel they understand why something is so or why they should do something.
In the third example, “Excuse me, I have 5 pages. Can I use the Xerox machine because I need to make copies?” the number of yes responses was 93%. It did not matter that the reason ‘because I need to make copies’ was ridiculous. Everyone standing in the line at the Harvard library was there because they needed to make copies.
I’m not suggesting you use nonsensical reasons. Your reasons must add value and resonate with your customers. People want to feel they understand why something is so or why they should do something.
Let's put it to work because it works
The use of ‘because’ is effective when it comes to marketing and converting customers. Are you ready to put it to the test?
1
Do not give a nonsense reason. EVER. Instead, respond flawlessly to your target audience’s wants, needs, and thoughts. To do this, you answer the why question that plays in everyone’s head. So why does the target audience choose your product or service? Because…
2
Go through your product offering and look at all your calls to action. Then ask yourself, “why should I do this?” Not “why should someone else do it?” What would sway you if you didn’t know what you know about your products and services? It can be challenging to step back and be objective. Even if you can, you should ask your customers and read your testimonials; there’s usually some great “because” content you can use. Why did they buy your products? Why do they keep buying them? Do they recommend them? Why?
3
Combine because with you. Why? Because that combination makes your words more personal, and more personal is usually more powerful. Arguably the best-known example of the combination “because… you” is the slogan “Because you’re worth it” from L’Oréal Paris. They have used that since 1973. 50 years later, research shows that no less than 80% of women experience this sentence as a positive, powerful statement and respond to it. The combination of because and you has the power to ensure strong involvement and satisfaction.
Let us know your thoughts and comments below because we would love to hear from you and read about your ‘because… you’ experience.
