Today’s ONE-WORD tip is an oldie but a goodie.
I want to share one of the most powerful trigger words you can put in your website, your emails, your sales letters or even in general conversation with anyone your are trying to persuade.
This one word triggers something in our reptile brain.
It can be used in almost any situation.
To prove it…I wanna share a quick test.
I want you to spot which word I am talking about from this short story….[Last October, I went on a family holiday to Lanzarote.
Family holidays are great when you get there…but the red eye departure times, the 7 bags of luggage, the waiting, the queueing, the buses, the taxis, the checking in, the fighting over tablets, the “Daddy I have to go to the toilet AGAIN”, the dirty looks from the passenger sitting on the aisle seat, the Ryanair rock hard seats, those bloody overhead compartments when you have put your bag 5 rows back from your seat then wait till everyone gets off first before you can retrieve it…nuff to make you go cracked!
Who lands at the destination relaxed and calm…like the families in the brochure?
Not us anyway…
Nevertheless, arrive we did and boy was I ready for a dip in the pool and a cold one.
The queue at the hotel reception was 4 deep with only one working receptionist. Just another tiny agitation.
Finally we get to the front.
“Sorry there’s a problem” says the receptionist.
I feel blood starting to simmer.
“Your room is not available we would like to transfer you to a different hotel just temporarily…just for one night – because there’s some flooding in the bathroom and we need to fix the problem.”
Can we not be moved to another room? Even upgraded!!!
“Unfortunately we cannot do that because the hotel is fully booked”
But because of your inconvenience… we will upgrade your package to full board for the duration of your holiday.
Rage slowly gives way to acceptance of the circumstances and we taxi off to our new hotel.
Sure, every hotel floods once in a while. Can’t be helped]
Well did you spot the most important word used by the receptionist…unbeknownst to her I might add?
Alright I’ll explain.
Or rather I will let the master of influence himself (Robert Caldini) explain backed up by some research from a Harvard psychologist.
“A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason.
“Harvard social psychologist Ellen Langer demonstrated this unsurprising fact by asking a small favor of people waiting in line to use a library copying machine. ‘Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” The effectiveness of this request-plus-reason was nearly total: 94 percent of those asked let her skip ahead of them in line. Compare this success rate to the results when she made the request only (without giving a ‘reason why’): ‘Excuse me, I have five pages. May I use the Xerox machine?’
“Under those circumstances, only 60 percent of those asked complied. At first glance, it appears that the crucial difference between the two requests was the additional information provided by the words, ‘because I’m in a rush.’
“But a third type of request tried by Langer showed that this was not the case. It seems that it was not the whole series of words, but the first one, ‘because,’ that made the difference. Instead of including a real reason for compliance, Langer’s third type of request used the word ‘because’ and then, adding nothing new, merely restated the obvious: ‘Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?’
“The result was that once again nearly all—93 percent—agreed, even though no real reason, no new information, was added to justify their compliance.
Mental isn’t it.
The power of that one word “BECAUSE”.
So next time you write an email, or do a sales call or edit your website, fill it with “becauses”
Why? …because that’s why!
It’s proven to generate a desired response or action.
Frame your reasons with “becauses” and they immediately sound more persuasive.
Over and out!
P.S. Each month I allocate personal time to provide subscribers with a F.ree 30 Minute Consultation during which all my knowledge and experience of web design and digital marketing is focused on your business. You get to walk away with actionable steps which you can put to use immediately for some quick easy wins. To book a slot go to this page!