The Most Powerful Word In All Of Marketing It isnt free. It isnt you. It isnt anything you might imagine. So what the heck is the most powerful word in marketing? Because what Im about to reveal to you is so important, I want to ask you to do something a bit out of the ordinary to set the stage. Whether youre sitting or standing, lift your right foot off the ground about two inches and hold it there for a count of three. Did you do this? If not, I really want you to take a few seconds to do it now, because it will hammer home the importance of what Im about to tell you. So go ahead. Lift your foot up about two inches, then hold it for a count of 1-2-3. The power of a single word to drive people to action If you went ahead and did my little exercise, youve just experienced the profound effect of the most powerful word in marketing. So now do you know what that word is? Its embedded in both the requests I made of you to lift your foot and do my goofy little exercise. That word is - drum roll please... Because Studies have proven that no word has more power to motivate people to take action than because. Simply adding this word to a request, to a statement, to a call to action, the number of people who respond go up exponentially. Hey, it got you to lift your foot up for a three count, didnt it? Why the word because is so effective In the classic book Influence - The Psychology of Persuasion, Dr. Robert Cialdini talks about the power of certain words that tap into preprogrammed behaviors we all have. He demonstrates this form of human automatic action in a study conducted by Ellen Langer, a Harvard social psychologist. Langer asked a favor of people standing in line waiting to make copies on a Xerox machine at a library. Her first request to cut the line was stated using the word, because: “Excuse me, I have five pages. May I use the Xerox machine because Im in a rush.” The results? 94% of the people she asked let her jump ahead of them! Now, compare this to the second request she made, without because embedded in it: Excuse me, I have five pages. May I use the Xerox machine? Using this version of the request, results plummeted to just 60%. To prove the powerful ability of the word because to trigger an automatic response, Langers final test used just the word without a specific reason: Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies? This almost non-sensical version produced nearly identical results to the first because statement. A whopping 93% of people complied and let Langer jump ahead of them. Because is a simple word with a powerful ability to trigger an automatic response in most people. How to start using because to your advantage There are dozens of ways to start taking advantage of this powerful trigger word in your copy. Here are just two examples. (1) Use because in your headline. Because your life may depend on it, you owe it to yourself to find out how a common garden herb can reduce your chance of heart attack by 47% (2) Use because in a call to take action. Instead of, Hurry, seating is limited to just 60 people. Dont risk missing out. Enroll in this all-day event now. Use, Because seating is limited to just 60 people, dont risk missing out. Enroll in this all-day event now. But dont just stop there. Because this knowledge can be so effective for improving the selling power of all your copy, spend some time brainstorming other ways you can put it to use today! bit.ly/1eQH93b
Posted on: Fri, 07 Mar 2014 00:06:29 +0000
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