|
Author: Robert Abbott Article source: http://www.communication-newsletter.com/. Used with author's permission.
"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 http://www.abbottletter.com/ 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. 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
Advertising That Annoys: The Real Story
Critics conclude that entertaining or "creative" commercials sell better than those that are bland. But liking the commercial may not really be that important ...
Access to E-records by Taxing Authorities: A Case for Pakistan (Part I)
We shall study in this article, the how can get access to e-records; and what types are legal issue are connected with record with access to e-records. At the e...
Reading the Want Ads--Not for Jobs--For Information
Looking for advertising patterns--for jobs.
What a Load of Golf Balls
How to choose the right golf ball to suit your game.
Why 9 in 10 Businesses are Overspending on Day-to-day Expenses
Experts estimate that 90 percent of Australian businesses are overspending on day-to-day expenses, by as much as 75 percent in some cost categories!
The Best Free Weight Loss Program for Natural Weight Loss
Is permanent weight loss without pills, patches or powders possible? Yes, it is. In fact the best way to lose weight is completely natural. Three small steps - ...
Stress Management and Mastery: Frustration or Fascination
Simply stated, feeling frustrated is saying that we just don't like what life is handing us right now, today, this week, this year, this lifetime. Nothing wrong...
Challenge Yourself - Stretch Your Boundaries Daily!
Many times we fall into a sedentary lifestyle because we fear forward movement. We eventually feel as though we've fallen into a rut and can't seem to escape. ...
Is Golf Conditioning Exercise Too Strenuous
Is golf conditioning exercise so strenuous that most people will have difficulties going through them? Most amateur golfers and people who have not been through...
10 Ways You Can Increase Your Sperm Count
INCREASE SPERM COUNT: 10 Ways you can Increase Your Sperm Count - Causes of Low Sperm and 10 natural Ways to Increase your Sperm Count. Don't Miss this!!
The Macedonian Lottery
Every conflict has its economic moments and dimensions. The current conflict in Macedonia perhaps even more so. The USA and its Western allies regard Macedoni...
Innovation: Thinking Outside The Box
You've heard the expression "thinking ouside the box," but do you know how to do it? There are some simple techniques for coming up with solutions "outside the ...
She Walks In Beauty, A Discussion of the Poem by Lord Byron
Lord Byron's opening couplet to "She Walks In Beauty" is among the most memorable and most quoted lines in romantic poetry. The opening lines are effortless, gr...
25 Tips and Tricks for an Organized Move
Worried because you're moving soon? This really doesn't have to be a stressful, chaotic time. Here are some tips to help you achieve a successful, organized mov...
10 Easy but Essential Steps for Home Selling Success
They say that the whole process of selling up, buying new and moving on is one of the most stressful series of events any of us goes through in a lifetime: and ...
Genealogy - Why You Should Get Involved in Your Family History
There are a lot of good reasons for researching your family tree. Here are some compelling reasons to get involved.
Myth: Gastric Bypass Patients Dont Need to Exercise to Lose Weight
Gastric bypass patients who do not use the time of rapid weight loss to incorporate exercise into their lifestyle are doing themselves a grave disservice. The m...
Sell Your Items at Cost and Make a Fortune on eBay!
You dont always have to sell at a profit to make a fortune on ebay. I sat down and thought outside of the ebay box and now every item makes a profit for me, eve...
The Problem with Autograph Authentication
As recently as 1997, the FBI estimated that between 50% and 90% of all collectibles in the marketplace are not authentic. Everyone that cares about the hobby ag...
Park Benches - Making the Right Choice
When most people hear the words, "park bench", they envision one of two things - someone sitting at the local park feeding the pigeons or Forest Gump. No matte...
Golf Travel Bags – Choose Wisely to Protect Your Investment
Planning a golf vacation? Don't forget to protect your golf clubs by choosing the right golf travel bag. How do you choose the golf travel bag that is right f...
Quickstart Guide to Making Your Own Pet Food at Home
To prepare healthy and nutritious food for your pet you should study your pet's natural habitat and food sources, and then prepare foods that most closely resem...
Winning: Defining It - Achieving It
If you ask most people whether they would like to be considered a winner or a loser in life, they would most assuredly reply that they would like to be a winner...
Making Sense of Cellular Phone Minutes
Cellular phones are different from your land-line home phone in that you'll need to determine in advance how many minutes you'll use in any given month. Decidi...
|
Print this page