Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing / The Power of a Single Word in a Subject Line
Transcript
- Lucas: So, Luna, I want to talk about a word that might be the most underrated tool in a copywriter's kit. It's not a long word, it's not fancy, and you've probably used it a thousand times without thinking. I'm talking about 'because.' Luna: 'Because'? That's it? I mean, sure, it's a connector, but what's so special about it? Lucas: Everything, apparently. There's a famous study from Harvard in the late seventies where researchers had people cut in line at a copy machine. When they said, 'Excuse me, I have five pages, may I use the Xerox machine?' about sixty percent let them go ahead. But when they said, 'Excuse me, I have five pages, may I use the Xerox machine because I'm in a rush?' almost the same number, around sixty percent, agreed. The kicker? When they said, 'because I need to make copies,' which is a totally redundant reason — of course you need to make copies — ninety-three percent let them cut in line. Luna: Ninety-three percent for a meaningless reason? That's wild. So it's not about the quality of the reason, it's just the word 'because' that flips a switch? Lucas: Right. The word itself triggers a kind of automatic compliance. Psychologists call it the because-heuristic. It signals that a reason is coming, so our brain doesn't have to do the work of evaluating it. And that's gold for copywriting. Luna: Okay, but before we go deeper, quick honest thing — a handful of listeners chip in monthly through buy me a coffee dot com slash fexingo, and that's literally what funds making this many of these. We don't run ads, so it's just listener support that keeps the lights on. Lucas: Yeah, honestly, if these marketing conversations have sparked something you've actually used in your own work, buying us a coffee is a great way to keep it going. No pressure, just a genuine thank you for anyone who does. Luna: And we appreciate every single one of you who already does. Now, let's get back to 'because' — how do we actually use it in subject lines? Lucas: So the classic way is to add 'because' after a claim or an offer. Like, 'Your free trial ends today because your business deserves a better workflow.' It gives the reader a reason, even if the reason is a bit generic, and it can lift open rates. Luna: Have you seen any real-world tests? I'm curious if the effect holds up outside the lab. Lucas: There's a small e-commerce brand, a boutique tea company, that A/B tested subject lines last month. The control was 'Last chance for free shipping.' The variation was 'Last chance for free shipping because we're clearing the warehouse.' The 'because' version pulled a twenty-two percent higher open rate. Luna: Twenty-two percent, that's significant. And the reason wasn't even that compelling — 'clearing the warehouse' is pretty standard. But just the word 'because' made it feel more specific, more honest. Lucas: Exactly. It adds a layer of transparency, like you're letting the reader in on the 'why.' And that's the core of the because-heuristic: people want reasons, even if they're not always logical. Luna: But isn't there a risk of overusing it? If every subject line has 'because,' won't people catch on and it stops working? Lucas: That's the million-dollar question. The effect is robust, but it can wear thin if you use it on every single email. The trick is to use it sparingly, on your most important sends — the ones where you really need that extra boost in opens. Luna: So it's a scalpel, not a hammer. Would you say it works better for certain types of offers? Lucas: Definitely. It works best when you're asking the reader to do something — click, buy, sign up, read. The 'because' gives them a justification for their own action. It's less about the offer itself and more about the psychological permission it grants. Luna: That makes sense. I've also seen it used in a negative way, like 'because you haven't logged in in a while' — does that work? Lucas: It can, but you have to be careful. Negative reasons can backfire if they come across as shaming. The best 'because' is one that feels like a benefit, not a guilt trip. Like, 'because we saved the best blends for you' — that works better than 'because you've ignored us.' Luna: Got it. So it's about making the reader feel like they're getting something, not being punished. Lucas: Right. And there's another angle: you can use 'because' in the body copy to boost conversions too. A classic example is, 'We recommend this course because it's the only one that includes live coaching.' That gives a reason to act now, rather than a vague endorsement. Luna: So it's not just for subject lines — it's a persuasion tool across the whole piece. Lucas: Exactly. But here's the thing: the reason has to be plausible enough. Remember the copy machine study? The redundant reason worked because it was still a reason, but if you say 'because I need to make copies' when you're clearly not near a copier, people will call it out. Luna: So it has to be authentic, or at least not obviously fake. Lucas: Right. The best 'because' reasons are specific and true. Like that tea company — 'because we're clearing the warehouse' — that's probably true, and it gives a concrete, tangible reason to act. Luna: I'm thinking of a way to test this in our own emails. Maybe we could use 'because' in our next campaign and see if it lifts our open rates. Lucas: That's the spirit. And I'd love to hear from listeners who try it. If you run an A/B test, let us know what you find. But for now, let's leave you with this: next time you write a subject line, ask yourself if you can add a 'because' — and make it a good one.