Creating A Compelling Reason Why

Creating A Compelling Reason Why :

Do you remember the stupid beer commercial that asked “Why asked why?” Well, completely unknown to the ad agency, they were close to hitting onto a breakthrough marketing concept. Telling people the reason why you are doing something is one of the most powerful influencers of human behavior.

Robert Cialdini, Ph.D. in his book “Influence: The Psychology of Persuasion” talks about an experiment by a psychologist from Harvard, who concluded people like to have a reasons for what they do. This experiment consisted of people waiting in line to use the copy machine and having someone ask to get ahead in line.

The first excuse used was “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” This request-plus-reason was successful 94% of the time. However when the experimenter made a request only: “Excuse me, I have five pages. May I use the Xerox machine?” This request was only granted 60% of the time.

Okay now for the shocker. It might seem the difference between those two requests was the additional information of “because I’m in a rush.” But that’s not the case. The only word that triggers a magic response is “because”.

Here’s the clincher: In a third experiment the experimenter asks “Excuse me, I have five pages.

May I use the Xerox machine because I have to make some copies?” There’s no reason mentioned just the words “because”.

This time 93% of the people said yes simply due to the word ‘BECAUSE’!

This is an incredibly powerful concept for you to apply in your business. Let’s say you have a slow time of year and you want to keep your staff busy, since you’ve got to pay them anyway. Well, write a letter and tell them that. Tell them why you’re throwing in an extra free bonus, an extra session, a special discount.

Let them in on the reason why and they’ll buy more often from you.

Maxwell Sackheim, originator of the book-of-the-month concept, says this “Whenever you make a claim or special offer in your advertising, come up with an honest reason-why, and then state it sincerely. You’ll sell many more products this way.”

He would create successful ads with headlines like “How Can This Incredible Offer Be Made?” or “Is This Offer Too Good To Be True?” People were curious and then solid reason-why answers sold them on the product.

This is one of my favorite concepts. Using this secret weapon for a medical equipment client of mine, produced a massive 1,073% return on investment simply using reason-why copy. The premise was how can we sell a product for the incredibly low price of only $ 477? And then the ad went on to explain how the manufacturer wanted to gain market share and get nurses and doctors accustomed to using their product. It was a huge winner.

I promise if you give people a good, believable reason-why they will buy!

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Creating A Compelling Reason Why