As I recall, in a series of tests, the respondent's positive outcomes increased from 60% to 94% by using this one word.
In the tests, people were waiting in line to use a copy machine. A stranger would approach one of them and ask to cut in line by saying something like "I have five pages, can I use the copy machine?" 60% of those approached in this way agreed to let the stranger get in line ahead of them.
The next test was executed exactly the same as the first with one exception. Do you know what that was?
This time the person asking for permission to cut in line said something like, "I have five pages, can I use the copy machine because ... ?" The reason given was no good reason at all -- like "... because I have to copy my pages."
Incredibly, an outrageous 93% of those standing in line said "yes." Also incredibly, a good excuse to cut in line (following "because") only increased the positive responses to 94% in the tests, which really surprised me.
Apparently, the word "because" seems to trigger our minds into thinking that a reasonable rationale is going to follow and that I would be unreasonable to not grant the request.
The article did say that bigger requests (like copying 25 pages) met with more opposition.
As I apply this interesting study to IM, I can find a few "takeaways":
1- Higher conversions will come when you use the word "because" in your persuasive ads followed by some logical reasons (benefits). (Note: even though the difference in positive responses was negligible with poor or good reasons, why not make your reasons good and logical?)
2- Smaller requests will get you more positive responses (could this be a reason to price 1st time products in your funnel at the low end?)
3- Sometimes your benefits list or call to action (the things following "because") don't really matter so much in substance, but it better be there.
4- People (prospects) don't act wholly "rational" or how you would expect when asked to take action or give permission.
5- Don't forget to ask your customers why they bought your product. Their responses will help you to know their personal "because" which can lead you to focusing on successful ways to position and advertise that product in the future.
Do you see any additional "takeaways?" Has your experience been any different or contrary?