Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing / The Power of a Single Forgotten Word in Persuasion
Transcript
- Lucas: So there's a classic study from the late seventies, Harvard psychologist Ellen Langer, and it's become a cornerstone of persuasion research. She had people trying to cut in line at a copy machine, and she tested three different requests. Luna: Yeah, I think I know this one. The magic word was 'because.' Lucas: Exactly. The first request was just, 'Excuse me, I have five pages, may I use the Xerox machine?' That got about sixty percent compliance. The second was, 'Excuse me, I have five pages, may I use the Xerox machine because I'm in a rush?' Ninety-three percent. Luna: And the third one was the kicker. Lucas: Right, the third was, 'Excuse me, I have five pages, may I use the Xerox machine because I have to make some copies?' And that also got ninety-three percent. But the reason was completely vacuous—I mean, of course you have to make copies, you're standing there with pages. Luna: So it wasn't the reason that mattered, it was the word itself. Lucas: That's the takeaway. The word 'because' alone triggered an automatic compliance response. Langer called it a 'click-run' response, like a tape recorder. People hear because, they assume there's a legitimate reason, and they don't actually evaluate the validity of that reason. Luna: That's a bit unsettling if you think about it too much, but for copywriters it's pure gold. Lucas: Totally. And what I love is this connects directly to what we do every day. Headlines, subject lines, calls to action—we're constantly asking the listener or reader to do something. And this study suggests we can boost compliance just by adding a because, even if the reason is almost tautological. Luna: But we have to be careful. We don't want to sound like we're manipulating people. There's a fine line between persuasion and dishonesty. Lucas: Right, and that's a good point. The study shows a simple trigger, but in practice, the best copy uses a because that actually adds value. Like, 'Buy now because we're offering thirty percent off this week only.' That's a real reason. But the principle is the word itself primes the reader to accept a rationale. Luna: So how do we apply this without sounding like a robot? I mean, you can't just sprinkle because everywhere. Lucas: No, you're right. It's about strategic placement. Take a headline like, 'How to Write Better Emails.' You could turn it into, 'Write Better Emails Because Your First Draft Is Probably Weak.' That gives a reason and a hook. Or in a call to action, 'Download the guide because it's free'—that's a bit weak. Better: 'Download the guide because it cuts your research time in half.' Luna: I like that. It's specific and gives a concrete benefit. But what about in a sales letter? Where's the best spot for a because? Lucas: Often in the opening or right before the ask. For example, 'We're writing to you because you've shown interest in eco-friendly products.' That's a reason that builds relevance. Or in the guarantee: 'We back our product with a sixty-day guarantee because we know it works.' That adds credibility. Luna: I've also seen it work in subject lines. Like, 'Because you're a subscriber, here's an exclusive offer.' Lucas: Exactly. That's a classic. And it works because it triggers that automatic response, but it also feels personal. The key is to make sure the reason is actually true and adds value. Otherwise, you're just exploiting a cognitive quirk, and that can backfire if people feel tricked. Luna: Yeah, trust is huge. If someone realizes you gave a fake reason just to get them to click, they'll lose faith in your brand. Lucas: And that's why I want to dig into some real-world examples. There's a well-known case from a nonprofit that increased donations by adding 'because you care about children' to their appeal. It's a simple phrase, but it gave a reason that aligned with the donor's self-image. Luna: Makes sense. It's not just about compliance, it's about reinforcing identity. Lucas: Right. And there's also research on the most effective types of reasons. A reason that highlights a benefit to the reader is stronger than one that's purely about the writer. Like, 'Buy now because you'll save money' versus 'Buy now because we need to make a quota.' Luna: So it's not just any because, it's a because that puts the user first. Lucas: That's the nuance. But here's the thing: even a weak reason is better than no reason at all, according to the study. I mean, ninety-three percent versus sixty percent—that's a huge jump. So if you're stuck, just adding any because can help, but you should aim for a strong one. Luna: What about when you're writing a sales letter? Do you put a because in every paragraph or just at key moments? Lucas: You don't want to overdo it. It's like seasoning. You use it where the ask is, where you need that extra push. Like in the call to action, or when you're explaining a benefit. Actually, I remember a classic direct-response letter that used 'because' in nearly every paragraph—and it worked. But that was a long-form piece, so the repetition built a rhythm. Luna: Interesting. So in short copy, you want to be more surgical. Lucas: Definitely. In a headline, you might have only one shot. So you'd write something like, 'Why Your Headlines Fail—and Because of One Word, You're Losing Sales.' That's a bit clumsy, but you get the idea. Let's think about a cleaner example. Luna: How about, 'This Book Will Change Your Life Because It's Based on 10,000 Hours of Research'? Lucas: That's solid. It gives a reason that implies authority. Another one: 'Join Our Community Because You'll Learn From the Best in the Industry.' It's simple, but it works. Luna: I'm thinking about how this applies to our own podcast. We often say, 'Listen to this episode because it'll save you time.' Lucas: Exactly. And that's a real reason. It respects the listener. And that's the line we want to walk—using the psychological trigger, but always with genuine value behind it. Luna: You know, this actually reminds me of something. We've been doing this show for a while now, and we've never really talked about how we keep it going. It's not like we have advertisers breathing down our necks. Lucas: That's true. And I think it's worth pulling back the curtain a little. This show is completely listener-supported. We don't run ads, and that's a deliberate choice. A small but generous group of listeners chips in a few bucks a month through buy me a coffee dot com slash fexingo, and that literally covers the costs of production. Luna: It's humbling, honestly. And it means we can keep the content focused on what you need, not on what a sponsor wants. So if you've ever gotten value from an episode, that's the way to keep it going. Lucas: No pressure, but it's nice to know it makes a difference. And speaking of value, let's get back to because and how you can test it in your own copy. Luna: So what's a simple way to test the because effect? Lucas: A/B test. Write two versions of your call to action—one with a because, one without. Keep everything else identical. Run it for a week or two, and you'll see the difference. Even a five percent lift can be significant over time. Luna: And what about the reason itself? Should it be specific or can it be vague? Lucas: Specific is better. 'Because you'll get two free hours back every week' is more compelling than 'because it's efficient.' But even a vague reason can work in a pinch, as the study showed. The key is that it's plausible. Luna: That makes sense. So, to wrap up, the word because is a tiny but powerful tool in our copywriting arsenal. It taps into a basic human tendency to accept a reason, and it can boost compliance without a big effort. Lucas: And the best part is, it's free. You don't need a fancy tool or a bigger budget. You just need to be intentional about giving your reader a reason. I'd love to hear if you try this and what results you see. We're always learning from the community.