As Internet entrepreneurs, we often encounter the power word “because.” When someone says, “Why do you spend so much time and effort, wouldn’t getting a job be easier?” we’re in “fight mode” with all of our because reasons.
- we want our own businesses
- we want to help people
- we believe we can make a difference
- people need what we have to offer
Validation
Using because here is a power word of validation. We have all sorts of reasons ready to counter anyone who challenges us or our business with “why” questions.
Magical and Deceptive
There’s also its use as a magical or deceptive power word depending on your point of view.
In the late 1970’s, a Harvard professor of psychology, Ellen Langer, ran a behavioral study where people waiting on a copier machine line, were interrupted by someone asking to go ahead of them. Their success in skipping ahead was based on how the question was phrased. When their request included the word because followed by a reason (no matter how insignificant or significant) agreement was greater. (see video below from Jeremy Pound of Juicy Results).
Now, granted the 70’s was a time of greater personal civility, and it would be fair to ask if the results would be the same today. But, for us Internet entrepreneurs, this key change in behavior has less to do with a physical request and more to do with its effectiveness as a magical means of persuasion.
Those who were early to catch on to its value were advertisers and motivational trainers like Dale Carnegie, How to Win Friends and Influence People and Robert Cialdini, Influence: The Psychology of Persuasion. Cialdini, promotes the idea of when people are presented with a reason by someone else, they are more inclined to respond to the person’s request for a favor.
Salespeople, advertisers, and copywriters found this to be one of the magical power words of persuading a person to move from a position of no action to a point of consideration, to actual purchase.
To others, it’s a deceptive sales technique. It takes advantage of how people respond to certain language patterns over others. Since people appear to have a higher compliance rate to the power word because it’s viewed as a covert effort to influence the behavior of unsuspecting customers.
Our brain desires to know the why of things because. Click To Tweet
How Your Brain Sees the Power Word “Because”
That brings us to another way to view because that few of us are aware of. And, that is from a brain perspective. Our brain cells respond to the word in three different ways.
First, our brain is entrained to immediately alert to the word because. Some believe we are conditioned from childhood when we pestered our parents with unending why questions. Up until the point they tolerated us, but when they had enough, it became “because I said so!” We now had an embedded, irrefutable reason.
Other believe it’s more complicated. But, whatever the reason that connects the neurons to the word because it seems to link what‘s requested with what’s to come. Strangely, even if the subsequent reason isn’t very strong, the brain is willing to be more compliant as indicated by the Langer studies.
Second, the brain likes to fill in the blanks. Whether it’s in the form of a question, a desire or a curiosity, our brain constantly attempts to fill in the blanks of why questions.
- Why did this happen?
- Why did she do that?
- Why am I not more successful?
It seems there’s only peace of mind when because is followed by some plausible explanation or answer.
Third is justification. There’s mental comfort in knowing that you can justify taking action because of supportive reasons that personally make sense.
Consequently, our brain is very attuned to picking up on the word, as well as, needing to make sure there’s some form of completion and justification with what comes after because.
What does “because” mean for your business?
When it comes to your business being profitable, the question that needs to be answered is “Why should I buy from you?” Your because reasons are your action converters. Because …
- The brains of your audience are already inherently primed to be because receptive.
- By incorporating credibility and social proof, you have added because reasons to trust you.
- It means making it easier to introduce life enhancing changes with because explanations.
- Using a because reason strengthens each benefit of your product or service.
- It makes your Call to Action more effective. Customers are more likely to buy when given clear and justifiable because reasons that speak to them.
The author Magda Kay in Psychology for Marketers also suggests providing a reason when –
- giving a promotional discount, or free or special offer
- you are unable to meet a customer’s expectations
- there are problems related to product satisfaction
- you want your audience to understand your mission
“… what is the bigger reason why you do what you do. Doing so will make people feel like they are contributing to that mission and doing more for the greater good.”
As Internet entrepreneurs, we have the opportunity to be upfront with our readers. We can give them our best because reasons and still feel that we can maintain our integrity when adding that dollar sign.
What because reasons do you use for getting people to engage with you on your website?
Sources:
http://www.artofblog.com/because-a-power-word/
https://blog.crazyegg.com/2016/01/12/62-power-words-help-sell/
http://psychologyformarketers.com/power-of-because/
Images: Pixabay 1106649 and 1293313
You Can Find Me At -
Wow Joyce, this is a very powerful post and discussion, like Nancy, I tread a fine line between defending why I choose my lifestyle and choices and thinking it should be obvious. As a seasoned advertising and copy professional, I keep things short and to the point most of the time. I am so glad to read this because it is smart! Thank you!
Glad to hear that you enjoyed the post. “Because” has always been one of those tricky words, but using it in copy to create a brain completion for customers can be very effective.
Wow. Fascinating information here, Joyce. I love learning about stuff like this, so thanks for sharing it. I’ve written down “because” in big letters and tomorrow (when my brain is fresher) I will go to my website and see how I finish the “because” sentence.
What I like about the word “because” is that it opens more options for supporting reasons by making it more than a validation. Glad to hear that you have another tool in your toolbox.
Joyce – Thanks for this. I will absolutely be using the word “because” a lot more when working with others. This article reminded me about another article I read some time back that said that if a man used the word “whom” in his auto-biography on the big dating sites, he was something like 30% more likely to get date requests – EVEN IF HE USED THE WORD INCORRECTLY! I think we categorize “because” as logical or correct, and “whom” as civilized and smart. My guess is that just as some swear words pack an emotional punch, so do certain words of logic and civility and humor.
Thanks for making the comparison Joan, about because and whom. It seems certain words carry deeper meaning besides their general definition. Being able to use them in our copy effectively makes us more aware of how our readers are responding.
I try to avoid using the word ‘because’ when possible because it makes me feel I’m justifying myself but over time, I know that there are times when one has to be articulate and just because my mind thinks in one way, doesn’t mean the other persons does. Used in the right context and in the right moment in a dialogue, this is a very powerful word. Thanks for the insights, Joyce.
Smart you are Vatsala for seeing the difference. Most see it as an excuse or justification weakness. When if fact the brain is seeking out the completion of the reason. That’s why it’s a power word when used correctly as you point out in the right context and right moment.Thanks for sharing your observation.
Joyce this is such a great question and I have been doing a copywriting course and the why is so important. Using because takes it to another level- Going to take this on board , thanks for the video xx
Suzie, as you already know answering the “why” is a big thing in copywriting. But, they never really talk the about the because reasons other than to incorporate it into benefits. Wording your copy so that you supply the because reason (in some manner) gives that undertone of reassurance to the reader. Thanks for taking the time to comment.
This is intriguing information to me BECAUSE I’ve been taught in writing that the word because is a weak word. I’ve even been told by higher ups in business to stop “justifying'”or over-explaining when I used the word because. I love reasons, logic and thought processes… trails and clues lend credence.
There’s a great point to made here for academic and other types of professional writing where using “because” is viewed as weak. And, there are different ways to write around it and still justify and explain. In copywriting where you are trying to be persuasive, ‘because” can be an effective shortcut as to why something is important. I regret not adding some examples of this, and maybe I will write an expanded post of this. Thanks for sharing your observations.
Interesting and true.. we feel the need to explain ourselves to others. Like Jackie always says.. when we say no, we feel we need to explain.. but we never have to!’
Absolutely right Kristen. We find ourselves having to explain more than we care to. But, then again, chalk it up to the brains of the people seeking an explanation. Their poor brains are looking to fill in the blank (because) to their why question. Granted, some are too nosey for their own good. By not answering, you can screw with their brains.
This has me thinking. Over the next week I want to write down anytime I am thinking or saying “because” I think that will help me figure out how to use it better in my business.
That’s a great idea, Karen, to track how you’re currently using it and then apply it to your business. Others are using it successfully, so we should at least consider using it in our businesses.
Such a valuable post Joyce! Very interesting to know just how powerful the word “because” is for business owners and us bloggers, and how we can use it to our advantage 🙂
Thanks for sharing this awesome post!!
As you know, Joan, there’s a lot of tips and tricks out there. Sometimes it’s hard to track them all. “Because” is something we take for granted, but now we know we can use it to our advantage. Thanks for commenting.
This is a very interesting post, especially since most aggressive sales techniques focus on omitting the word “because” (for other reasons). I find it compelling to note that we have been conditioned since childhood to listen for the word and allow it as a reliable form of persuasion. What a great post!
Liz, I think everyone who read this post will have their ears primed when the word “because” appears. But, it does tell you how much our brains are ready to respond, and how valuable a tool it is to get our messages across. Still, it should be used ethically. Thanks for adding your comment to the conversation.
I’ve heard of this study before, but I love how you really connect it to what you can do in business to make it successful. Very helpful!
Thanks for commenting, Jessica. “Because” is now another tool in the toolbox that we can use to communicate better to our readers and customers.
Very interesting perspective on the power of word “because”. I am really big on knowing my because – in life and business. My husband is annoyed… really annoyed when I ask him my usual “WHY?” questions. He doesn’t like to explain his opinion or preference – it just is. I guess different people have a different “reaction” to this very charged word.
It’s not you, Millen. There’re lots of gender studies about the differences between male and female brains. Men are not big on explanations, want to go into a store and buy what they came for and leave, and describe their brain as having compartments where they keep everything separate.
This is brilliant Joyce, and it could not have been better timing! I decided a couple of days ago I need to do a better job of communicating my “WHY” on my website. I know it very well, but putting it into a (for lack of a better term) 30-sec pitch that people will get right away is a little trickier. I can hardly wait to apply this concept today! Thank you. 🙂
You make a good point, Marquita. In our own heads, we know why something is important. Our challenge is to communicate that to our audience. Thinking in terms of “because” allows us to do that because the brain is already primed to respond. Now, whether the “because” reason is accepted or not is another matter and will depend on how well the “because” reason is structured. Thanks for adding to the conversation.
I choose to stand beside women and be a conduit of confidence, femininity and power. I choose to help women reach their highest potential so they can be do and have not only they desire or what they deserve but so they can also do and be what they came here to for…. I do this BECAUSE it matters, it is time, I am follow my guidance, it is needed, I love the new we are moving into where we as women are called to rise up, show up, be connected in peace rather than war, in heart collaboration rather than competition. I do this BECAUSE I have a purpose and so do many other women who just might not know what it is yet.
Spoken like a true “because” crusader – Bravo!
This is interesting, Joyce. I hadn’t really thought of how I use the word “because” in any ways in my life. I am not recalling any times I have seen it either in messages that have stood out for me. I imagine the word because might serve as ab alert for me, as I don’t necessarily like being told anything that resembles “do this, because of that.”
As I was reading this, I just kept thinking of the word “why” as a possible replacement for the word because. Why we do something and why this would be good for the other person to do/buy/engage in. This sentence stood out for me: “Whatever the reason that connects the neurons to the word because it seems to link what‘s requested with what’s to come. Strangely, even if the subsequent reason isn’t very strong, the brain is willing to be more compliant as indicated by the Langer studies.” I think I will have to pay attention to where I hear the word because and then how I react to it personally. Thanks for a stimulating post! Food for thought.
Good insightful observations about yourself Beverley. You may be just attuned more to “why” than “because.” However, it seems to be such an innocent word, yet at the same time has a highly persuasive value for some people. If anything, you will probably pick up on “because” more than you did in the past.
I love the focus on ‘because’ for our business. Focus on answering in ways to satisfy the prospect’s because receptors. Love it!
I’m sure “because” is going to become your new favorite word, Rachel.
I’m a big believer in the power of words Joyce, but hadn’t thought about the importance of “because”. What you say makes perfect sense, we really do like to know the why of things and when we do it compels us to take action. I find I need to use it often to explain to friends why I spend so much time on my blog when life was already hectic before I started it. When I have a clear ‘because’ they are satisfied but when I’m vague about my reasons their response is less positive.
That’s a good observation about your experiences between being clear and being vague with your reasons. Now, you have a whole new range of opportunities to use your “because” reasons.
I often use ‘because’ to explain. When making a statement, list or recommendation I like knowing why. When my brain hears because I think it is conditioned to like getting the reason. I’ll remember reasons that help me remember what to do. However, my daughter hears my ‘because’ as excuses. I’m aware of our differences with use of this word.
I’m not sure if I use the word often in my writing or comments. I’ll start paying attention to it.
Interesting the generational different interpretations you are experiencing with your daughter, Roz. I wonder what word or wording would qualify as valid reasons and not excuses for her? But, that’s what happens with language, it’s always being modified by the younger generation.
What an enlightening post, Joyce. I’d never even thought of weaving in the why of my business in online communication. But this makes perfect sense. This especially resonated: ” what is the bigger reason why you do what you do.” That puts it all in perspective for me.
Thank you for this!
Happy to hear you are able to take the information and bring it in your business. Mission accomplished.
Interesting topic! I am a very curious person so I always ask questions. It helps me determine what tasks are most important on my blog. I asked questions like “how will people use my site?” “How will they find previous posts?” By asking these questions, it has helped me make my site more user-friendly. I like the idea of adding the word because to my call to action phrases. I will try that one soon.
I think you’ve found an interesting juxtaposition. The why questions seek out the answers, such as how to make your site more user-friendly. The because statements make you the authority source when you provide answers to the why questions your reader have.
I had heard about that 1970’s study. It’s really amazing how powerful “because” is. I really hadn’t made use of this information and I am glad to read your article today and will use it in my business more. Thanks, Joyce.
It’s interesting Beth that it’s an old study but is still relevant today. There are other power words, as well, so it’s still an open topic to be explored and how it can benefit our businesses in an ethical way.