Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing / How One Word Lifted Compliance by 93 Percent
Transcript
- Lucas: You've probably heard that using the word 'because' makes your copy more persuasive. But here's what most people don't know: it's not the reason that matters — it's the word itself. Luna: Wait, so you're saying I could write 'Buy now because it's Tuesday' and it would still work? Lucas: Almost. That's exactly the kind of test psychologist Ellen Langer ran back in 1978. She set up at a library copy machine and had a researcher try to cut in line. Luna: I love this study. Is this the one where she varied the reason? Lucas: Exactly. First condition: 'Excuse me, I have five pages. May I use the Xerox machine?' That got 60% compliance — pretty good. Second condition: same request, but adding 'because I'm in a rush.' That jumped to 94%. Luna: So a better reason helped. No surprise. Lucas: But here's the kicker: the third condition added a nonsense reason. 'Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?' That still got 93% — virtually identical to the legitimate reason. Luna: So the word 'because' itself was enough. The brain just heard 'reason follows' and said yes. Lucas: Right. Psychologists call it the 'because heuristic' — a mental shortcut. The word triggers automatic compliance, even when no real justification is given. Luna: And this has huge implications for copywriting. I imagine headlines and subject lines especially. Lucas: Absolutely. One of my favorite examples comes from email marketing. A company tested two subject lines: 'New course available' vs. 'New course available because you asked.' The 'because' version lifted open rates by 27%. Luna: But that 'because' gave a real reason — people had asked. Still, the word adds a psychological nudge. Lucas: Yes. And you can use it even when the reason is generic. For example, 'Register now because seats are limited' works better than 'Register now — seats limited.' The 'because' seems to justify the request. Luna: What about in body copy? Are there any good case studies? Lucas: There's a famous landing page test for a subscription service. Two versions: headline 'Start your free trial' vs. 'Start your free trial because you deserve better information.' The second one increased conversions by 34%. Luna: So the 'because' gives a benefit beyond the product itself — it triggers an emotional reason. Lucas: Exactly. And you can apply it in calls to action. Instead of 'Buy now,' try 'Buy now because this sale ends tomorrow.' It sounds more natural, and the urgency feels justified. Luna: I've also seen it work in blog post introductions. 'Why you should read this: because most advice is wrong.' That hook draws you in. Lucas: Right. The word 'because' signals that a reason is coming, and our brains crave that structure. It makes the copy feel less pushy and more helpful. Luna: But is there a risk of overusing it? If every sentence starts with 'because,' it starts to feel patronizing. Lucas: Oh, definitely. Like any tool, it's about placement. Use it at key moments: the headline, the CTA, the opening of a section. Not every line. Luna: So the Langer study really drilled down to one word. It's amazing how much power that one word holds. Lucas: And it's literally one of the cheapest changes you can make. No redesign, no new images, just adding six letters. Luna: Speaking of cheap changes — these are the kinds of insights we dig into every week. If this show has helped you write a better headline or close a deal, that's exactly why we keep doing it. Lucas: Yeah. And listener support is what keeps it ad-free. If you've found value, you can buy me a coffee at buy me a coffee dot com slash fexingo. Luna: Every bit helps us keep the typewriter clacking. Lucas: But back to that 'because' study — there's another layer I want to mention. The effect isn't just about the word itself; it's about what it implies: that there is a rationale, even if it's flimsy. Luna: So in a way, 'because' is a stand-in for trust. It says, 'I have a reason, and I'm sharing it.' Lucas: Exactly. And that's why it works even when the reason is obvious. Saying 'because the sky is blue' still triggers a slight uptick in compliance versus just saying 'the sky is blue.' Luna: Have you tested this in your own copy? Any personal experience? Lucas: I used it in a recent email for a client — subject line: 'Your report is ready because we analyzed 500 responses.' Open rate beat their average by 19%. Small sample, but promising. Luna: And that's the beauty of these micro-changes. They're almost free to test, and the upside can be huge. Lucas: So if you're writing any kind of persuasive copy today — email, landing page, even a social post — just try adding 'because' after your main request. See what happens. Luna: And if someone asks you why you're using it, you can say 'because Ellen Langer told me to.' Lucas: That might actually work, too. Next episode, we'll look at another single-word trigger. Until then, keep writing.