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