Because, It Just Makes Sense
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As humans, we go about our day constructing our reality. We think we’re logical in our choices but not really. Consider these common behaviors.
We have coffee because it wakes us up. We react a certain way to our kids because they make us react that way. We drive the speed limit because we don’t want to get a speeding ticket. We eat our lunch because of the trees.
Wait…Did that last sentence jolt you a bit?
Why? (Or, why not?)
Well, before we go into that, did you notice the common factor of all the sentences? They all have the word “because” in them.
The Structure of Beliefs
The word “because” is one of the ways we, as humans, speak our beliefs. It’s how we speak our justification of why we do something. You do X because of Y. It’s that simple.
As you go about your day today, listen to how many times people say the word “because” and what they say after it. What you’ll hear is their reason (aka belief) about why they do it. You can also ask people “Why?” and they’ll give you their “because.”.
Then, after you hear their “because” step back and think about what they said. Does it make sense? How are these ideas they’re linking together really related? Is it any more real than, “because of the trees?” If so, then I ask you, what makes it better than because of the trees?
Am I Crazy?
Probably not. However, I’m asking you to go about questioning your world because I want you to understand the persuasive power this little word “because” offers.
Have you read the book “Influence: The Psychology of Persuasion” by Robert Cialdini? If you have you probably remember the six weapons of influence he’s so well known for: Reciprocity, Scarcity, Liking, Authority, Social Proof and, Commitment and Consistency. But, do you remember the story about the copy machine and the word “because?”
Someone at Harvard did a study where people asked to cut in line to use a copy machine. One group asked, “Can I use the copier?” with 63% letting them go first. Group two said, “Can I use the copier because I’m in a hurry?” with 94% letting them go first. Group three asked, “Can I use the copier because I need to make copies?” with 93% letting them go first.
If you’re standing in line and waiting to make copies, would you let someone go in front of you who asked, “Can I use the copier because I need to make copies?” Reading it here it may look silly. However, in reality it makes complete sense.
Using This In Writing
If you’re writing a sales letter or other persuasive message, how can you use this without being too obvious? Here are some examples:
- Use it today because it’s fast and easy to do.
- This is everything you want because you understand how powerful it is to use.
- After you use it you’ll find it something you use everyday because it’s so simple.
- You can feel safe using it because you’ll never get caught.
Write some examples yourself. Practice.
Take a benefit you want the person to accept and link it with something that’s related (or not) with the word “because.” They don’t have to make complete sense to you. However, when you use the word “because” people will read it and think it must be true.
Start using it and you’ll find it funny how people rarely question what you say and write. You can link things with the word “because” and people just nod in agreement.
Now, because you’ve read this far you’ll want to leave a comment. So, leave take a second and let me know how you’ll use this…because it just makes sense.
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Published by: Grant Griffiths
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