Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing / How a Single Word Made a Headline Work Twice
Transcript
- Lucas: So there's this study from 1978, the Xerox copy machine study at Harvard, where someone cuts in line to use the copier and asks, excuse me, I have five pages, may I use the Xerox machine? Sixty percent of people say yes. Luna: I've heard that one. Then they add a reason, and compliance jumps to ninety-three percent. Lucas: Right, but the key is the second version wasn't just any reason. It was, may I use the Xerox machine because I'm in a rush? That specific because made the request feel legitimate, not just a polite demand. Luna: But here's the thing: they also tried a version that just said, because I have to make copies, which is essentially no reason at all, and it still got ninety-three percent. Lucas: Exactly, and that's the part that fascinates me. The word because itself triggers a kind of automatic compliance, even when the reason is empty. Ellen Langer called it the because heuristic. And that's what we're going to drill into today: how that tiny conjunction works in headline writing, and how we can use it without sounding robotic. Luna: So what's the practical takeaway for a headline? You can't just slap because on anything. Lucas: No, you can't. If the because is obviously empty, readers smell it. But when it's specific and credible, it gives the brain a reason to say yes. Let's look at a real example from a few years back, a landing page for a project management tool. The original headline was, Stop missing deadlines. Control version. They tested a variant: Stop missing deadlines because your team deserves clarity. Luna: And the because version won by what, like forty percent? Lucas: It lifted conversion by about forty percent, yes, but not just because of the word. It's because that because introduced a benefit, clarity, that gave the reader a reason to believe the promise. The control was a command, stop missing deadlines. The variant was a promise with a justification. Luna: So the because acts like a bridge from the headline to the benefit. It's almost like a mini-argument. Lucas: Exactly. And that's why it works in headlines, because headlines are promises. When you add because, you're telling the reader why the promise is true. That's credibility. Luna: What about email subject lines? I feel like because could work there too, but it might come off as clickbait. Lucas: It can work, but it's riskier. I remember a test from a financial newsletter, subject line: We're raising prices because of new regulations. That because gave a concrete reason, and it actually cut unsubscribes by fifteen percent. People appreciate honesty. Luna: But what about the empty because? Like, we're raising prices because we need to. Lucas: That's the trap. If the because doesn't add real information, it's worse than no because at all. Because then you've triggered the heuristic but also triggered suspicion. The listener goes, wait, that's not a reason. Luna: So the rule is: only use because if you have a specific, truthful reason to share. Lucas: That's the short version. But here's the nuanced part: the reason doesn't have to be earth-shattering. It just has to be real. Like, because we added a new feature that saves you an hour a week. That's specific, it's believable, and it works. Luna: I'm thinking about a headline I saw recently, something like, Get more done because you'll have fewer meetings. That feels natural. Lucas: Exactly. And notice it's not just because fewer meetings, it's because you'll have fewer meetings. The subject matters. It's about the reader's outcome. Luna: So it's not just about the word, it's about the logic that follows it. Lucas: Right. And that's what separates a good because from a lazy one. Now, let's talk about the structure of the sentence. Where does the because go? At the start or in the middle? Luna: I've seen both. Which performs better? Lucas: In most tests, putting the because clause after the promise works better. So you lead with the benefit, then justify it. Like, You'll double your output, because this system removes the busywork. The reader gets the hook first, then the reason. Luna: What if you flip it? Because this system removes busywork, you'll double your output. That feels more logical. Lucas: It does, but it's less persuasive. The brain processes the promise first, then looks for confirmation. If you give the reason first, you're asking the reader to hold onto a fact before they've latched onto the benefit. It's a cognitive load. Luna: So the promise first, because second. That's a simple rule to remember. Lucas: And it applies beyond headlines, too. call to action buttons, for instance. Instead of just 'Download now', try 'Download now because it's free for the first month.' Luna: I've seen that work in practice. A SaaS company I worked with tested that exact phrasing, and it lifted click-through by twenty percent. Lucas: See, that's the power. It's not just a word, it's a pattern. Once you start looking for it, you'll see because everywhere in good copy. Luna: We should mention we're also using it in our own copy, right? Like, our podcast description says, 'Our mission is to make you a better writer, because we believe business runs on words.' Lucas: And that's a natural use because it's true. That's the key. And speaking of our mission, we've been doing these episodes without any ads. It's a deliberate choice. If you've found a tip from this show that you've actually applied, and you'd like to support that ad-free model, the link is buy me a coffee dot com slash fexingo. It's a small gesture, but it keeps the lights on and the episodes free for everyone. Luna: Yeah, and we appreciate it. But back to the because. There's one more angle I want to explore: the risk of overusing it. Lucas: Good point. If every headline has because, it becomes a tic. Readers start to expect it, and it loses its punch. So use it sparingly, like a spice. Luna: So what's the ideal frequency? One in every ten headlines? Lucas: That's a good rule of thumb. And when you do use it, make sure the because clause is specific and adds new information. Not just a restatement of the promise. Luna: Can you give an example of a bad because? Like, 'Lose weight because you'll be healthier.' That's kind of obvious. Lucas: Exactly. It's a tautology. The reader thinks, duh, that's why I clicked. Better: 'Lose weight because our program tracks your sleep, and sleep is when your body burns fat.' Now that's a reason that teaches you something. Luna: That's much more compelling. It's a mini education. Lucas: Right. So the because should reveal a mechanism, a hidden link, a new insight. That's what makes it persuasive. Luna: So let's recap: use because when you have a specific, truthful reason that reveals something new. Put the promise first, then the because. And don't overuse it. Lucas: That's the framework. And if you're listening, I'd love for you to try this on your next headline. Write a control, then write a because variant, and see what happens. You might be surprised at the lift. Luna: And if you do, come back and tell us. We love hearing what works. Lucas: That's all for today. Until next time, keep writing with intention.