Dear Business Owner, I think you should get to know me because I'm the most profitable word in the English language...
I'm "the most profitable word in the English language" because it's almost impossible to sell anything without using me in your pitch at least once.
Please note, however: I'm not sexy -- so don't expect me to turn heads the way these words do:
I'm not that type of word...
I'm much more subtle. I play on a prospect's subconscious. And whether I'm spoken or written, I always -- always -- capture a person's attention. But you don't have to take my word for it, because I have scientists who speak for me...
The Xerox Test
Years back, a psychologist named Dr. Robert Cialdini conducted an illuminating test about persuasion, which he documented in his now classic book Influence.
The test examines how varying requests might affect a person's willingness to let another person "cut" them in line. The test took place in a line of people waiting to use the Xerox machine.
In the first test, the subject came up to an unsuspecting person standing in line and said:
"Excuse me, I have 5 pages. May I use the Xerox machine?"
This request yielded a 60% success rate (i.e., 60% of the people who were asked allowed the subject to go ahead of them in line).
In the next test, the subject slightly changed his question. He said:
"I have 5 pages. May I use the Xerox machine, because I am in a rush?"
This second test -- you ready for this? -- yielded a 94% success rate because the subject gave a reason. (And if you ask me, it wasn't much of a reason at all -- we're all in a rush, pal!)
The third test, however, gets even more strange. Once again the subject changed his question. He said:
"Excuse me, I have 5 pages. May I use the Xerox machine because I have to make copies?"
This time, 93% of the people let him budge on by, which seems incredible given his ridiculous reasoning -- we're all standing in line to make copies, you momo!
So why were the two latter appeals so much more successful than the first?
Here's what Dr. Cialdini had to say about it:
"A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do."
And reasons, ladies and gents, start with me: the word because.
I mean, did you see how people responded to me? I was a big deal to them: I gave people validation for their sacrifice...
That's why I'm the most profitable word in the English language, because I act as a subconscious cue for people -- a cue that they're about to feel more comfortable with a proposition, such as:
- "Sign up for our newsletter becauseyou'll immediately start receiving daily tips on how to drive more people to your website..."
- "Call now because this offer won't be on the table for long..."
- "Register for a consultation today because15 minutes is worth the security of your home and safety of your family..."
See what I mean? Reasons are reassuring...
A Note From the Editor:
While reading your copy or hearing your pitch, your prospects are echoing one question over and over and over in their head: "What's in it for me? What's in it for me? What's in it for me?"
Subconsciously -- like Pavlov's dogs -- your prospects are waiting to hear the one word that's going to start off the answer to this question for them: Because.
As Dr. Cialdini concluded, people simply like to have reasons for what they do. And, as his experiment proved, it doesn't necessarily even have to be a good reason. People just start feeling more comfortable as soon as one is given.
So go ahead, use "because" in your:
- Sales letters,
- landing pages,
- motivational speeches,
- and sales pitches...
Use "because" often because people like it -- they really, really like it.