10 replies
Want to make more money per sale?

Say "because".

Want to make more money per hour?

Say "because".

Want "something"?

Say because.

As copywriters our goal is to get buyers to convert better than the control.

In other words, we have to convince, persaude, inform... whatever, better than the control.

Now, yes, we are emotional beings.

But, we need to rationalize our emotions.

And this is THE thing.

We need to impart logic into our copy so the buyer can convince himself to buy.

In other words, we need the "because".

Quick story:

My wife and I were late heading back to Los Angeles from Dublin. Like two hours late.

The the lines for security, then customs, then more customs, was really long.

What did we do to not miss out flight, spend another night in Dublin, and have to spend around $3,000 on last minute flights?

We whipped out our "becauses".

We skipped the line because of "because".

Turns out people are happy to let you cut if you have a "good because".

Another story:

I raised my fees this year by 30%.

Clients asked why.

"Because my wife wants me to spend more time with the family. She wants me to service less clients and be at home more. So I'm raising my fees so clients leave me, freeing up my time."

Sadly, most clients stayed, and my wife was still upset with me. Although, we did have more cash in the bank because of her.

The because, worked.

So here's the thing...

Always give your client, your copy, rational reasons to purchase. Give them enough "becauses".

And make it believable. Better yet, make it real.

Because when you do, good things usually happen.

Adam
  • Profile picture of the author Complex
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    • Profile picture of the author copyassassin
      you're welcome

      Originally Posted by Complex View Post

      Okay Cialdini.

      ;-)
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      The Most Bad-Ass Tax Reduction Strategist for Internet Marketers who HATE paying taxes. See my happy clients

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  • Profile picture of the author RickDuris
    Recently, I was reading about Jia Jiang.

    Jia decided to overcome his fear of rejection.

    Came up with a personal program called 100 Days of Rejection.

    Here's his blog:

    100 Days of Rejection | Jia Jiang

    Very creative. His insights are a mind blow.

    PS: His examples and takeaways blow Cialdini's away. No joke. (Although Robert has obviously been an inspiration to many a marketer.)

    But don't take my word for it. Study this. It's inspiring. Trust me, you'll want to go out and try your own, like Adam did.

    PPS: Adam, I like your application of the "because" principle.
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    • Profile picture of the author copyassassin
      Rick, thx for this resource! I'm devouring it right now.

      You always discover the most amazing sites, and are gracious enough to share with us.

      Adam

      p.s. If you had a "donate" button on your site for say $7 bucks to fuel to caffnee needs so you could post more resources, I'd donate.

      pps. do you sleep?

      "Buy RIck a Coffee"




      Originally Posted by RickDuris View Post

      Recently, I was reading about Jia Jiang.

      Jia decided to overcome his fear of rejection.

      Came up with a personal program called 100 Days of Rejection.

      Here's his blog:

      100 Days of Rejection | Jia Jiang

      Very creative. His insights are a mind blow.

      PS: His examples and takeaways blow Cialdini's away. No joke. (Although Robert has obviously been an inspiration to many a marketer.)

      But don't take my word for it. Study this. It's inspiring. Trust me, you'll want to go out and try your own, like Adam did.

      PPS: Adam, I like your application of the "because" principle.
      Signature

      The Most Bad-Ass Tax Reduction Strategist for Internet Marketers who HATE paying taxes. See my happy clients

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  • Profile picture of the author Tariqsal
    I remember reading a book about persuasion where a group of psychologists or scientists tested the word "because".

    It was a college, with a long line of people waiting to print. The scientists asked a guy to attempt to jump in line with a given sentence. It didn't have the word "because" in it, so he did it to no avail. But he came a second time and asked if he could skip in-front "because" he was in a hurry or something like that.

    And his results sky rocketed. Most people allowed him.

    Anyway, it was a long time a go so I don't really remember the details of the story, but I just came to vouch for the word "because".
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    • Profile picture of the author copyassassin
      Bingo.

      That's where my wife got the idea.

      She's a pyshcologist.

      thx for adding that!

      do you know the source? I was looking for it in my post, but couldn't find it, so I didn't include it.

      adam


      Originally Posted by Tariqsal View Post

      I remember reading a book about persuasion where a group of psychologists or scientists tested the word "because".

      It was a college, with a long line of people waiting to print. The scientists asked a guy to attempt to jump in line with a given sentence. It didn't have the word "because" in it, so he did it to no avail. But he came a second time and asked if he could skip in-front "because" he was in a hurry or something like that.

      And his results sky rocketed. Most people allowed him.

      Anyway, it was a long time a go so I don't really remember the details of the story, but I just came to vouch for the word "because".
      Signature

      The Most Bad-Ass Tax Reduction Strategist for Internet Marketers who HATE paying taxes. See my happy clients

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      • Profile picture of the author ewenmack
        Influence: The Psychology of Persuasion, Revised...Influence: The Psychology of Persuasion, Revised...
        That's where jumping the queue story was told plus many other social experiments.

        In the book there is a principle of consistency.

        I've used that as the main driver to get sales
        for a new guy in sales.

        I'm coaching a 23 year old new to outbound one call closing
        in a multi media company which is the largest in his country.

        Within 2 months he is now their #1 sales guy in his division.

        First gig in teaching one call sales.

        So, yes the principles in Influence are very powerful.

        Best,
        Doctor E. Vile
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        • Profile picture of the author RickDuris
          Originally Posted by ewenmack View Post

          Influence: The Psychology of Persuasion, Revised Edition: Robert B. Cialdini: 9780061241895: Amazon.com: Books

          That's where jumping the queue story was told plus many other social experiments.

          In the book there is a principle of consistency.

          I've used that as the main driver to get sales
          for a new guy in sales.

          I'm coaching a 23 year old new to outbound one call closing
          in a multi media company which is the largest in his country.

          Within 2 months he is now their #1 sales guy in his division.

          First gig in teaching one call sales.

          So, yes the principles in Influence are very powerful.

          Best,
          Doctor E. Vile
          True story. Just happened a couple days ago:

          One my clients is a sales manager that manages a phone room.

          I was talking to him the other day and he held up the phone so I could hear one of his best closers on the phone.

          He was SCREAMING into it. The conversation went something like:
          "If you don't grow a pair and give me your credit card right now, I'm gonna reach through the phone and choke the sh!t out of you! Because I can't stand whiners. Now gimme your credit card!"
          Like I said, he's one of his best closers. He uses the "because" frame, too!

          "That's my boy." The sales manager said.

          Now I can't take credit for that script, although I want to.

          PS: Thanks, Adam! I'll take you up on your generosity, someday!
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  • Profile picture of the author cgkoste
    good tip. I've been using it for years and it works.
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  • Profile picture of the author Launch6
    Fantastic book Rick: 100 Days of Rejection | Jia Jiang // in line with Cialdini's work.
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  • Profile picture of the author Raydal
    That's Gary Bencivenga favorite word used in his letters as well. He uses it
    a lot throughout his copy and for good reasons. Powerful word, just because ...

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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