"Do it!", "Do it now!", or "Do it because..."
Which of these commands is most likely to get the response you
want?
If you picked the third, the one that includes 'because', you'd
be right. Of course, if you're a parent, aunt, or uncle you may
know that already.
The idea behind 'because...' is to provide an explanation or
rationalization for the request you're making. In other words,
the command or request is not just an arbitrary exercise of
power on your part -- it's a reasoned request or command.
In a broader sense, 'because' provides context, which we've
often discussed in this newsletter. Context provides a framework
for specific communication. For example, "Please review this
contract before we mail it out, because a mistake could cost us
thousands of dollars."
A number of Internet entrepreneurs report they've tested the use
of 'because' in their advertising copy and found it worked. I've
used it myself on the home page of Abbott's Communication Letter
where visitors are invited to
subscribe.
I haven't tested to see whether or not it makes a difference.
But I do know it helps in the copy writing process.
It helps because it pushes me to make a connection between an
action and a consequence of that action. For example, "Wear a
helmet when you ride your bike, because it will help you avoid
head injuries if you fall." In this case, wearing a helmet is
the action; avoiding a head injury is the consequence.
One more thought: the word 'because' does not always have to be
explicit. It can be implicit or implied, as in "Wear a helmet
when you ride your bike, so you won't injure your head if you
fall."
Let's consider a few more examples, from various functional
perspectives.
Suppose you're a librarian and you want to encourage patrons to
expand their reading horizons. So, you post a sign in the
Historical Fiction area that reads something like this: "The
story here is only half the story. Visit the History shelves,
too, and enrich the stories you find here."
The action: look in the History section, as well as the
Historical Fiction section. The consequence: you'll learn the
story behind the story, enriching your reading of the fictitious
stories.
How about a sales example? If you send a sales letter, do you
focus on product features and ignore the benefits your readers
will reap (believe me, I see a lot of these letters)? If you use
'because' with each feature-- explicitly or implicitly -- you'll
force yourself to list benefits as well as product features.
Compare these two pitches: "Now featuring keyboard water coolers
with two-gallon capacity!" and "With the two-gallon keyboard
water cooler, your keyboard will never overheat, no matter how
fast you type."
In summary, using the word 'because' in your message will help
you write more persuasive copy and help your readers understand
why they should respond to you.
About the author:
Robert F. Abbott writes and publishes Abbott's Communication
Letter. Learn how you can use communication to help achieve your
goals, by reading articles or subscribing to this ad-supported
newsletter. An excellent resource for leaders and managers, at:
http://www.communication-newsletter.com
|
