Yesterday, Promotional Consultant Today revealed the most important word in blogging. That’s right … you! Today, we pass along what Brian Clark, CEO of Copyblogger, considers to be the other most important word in blogging because it will capture your readers’ attention.
The other word is “because.”
One of the most important characteristics of compelling, persuasive content is specificity. The more specific you are, the more credible your points, arguments or sales pitches. There are many ways to be specific in your writing. One of the best is simply giving a reason why. And the most effective transition word when giving a “reason why” is because.
Compiled by Cassandra Johnson
TOP SHELF TIP NO. 199
“If you’re interested in ‘balancing’ work and pleasure, stop trying to balance them. Instead make your work more pleasurable.”
The power of the word “because” has actually been documented by social psychologist Ellen Langer, as told by Robert Cialdini from the Blog Triggers series. Langer performed an experiment where she asked to cut in line to use a copy machine.
She tested three different ways of asking, and recorded the results:
Excuse me, I have five pages. May I use the Xerox machine? Sixty percent said OK.
Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush? Ninety-four percent said OK.
It appears that giving the reason why she wanted to cut in line boosted the effectiveness of the request imm
But here’s the kicker:
Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies? Ninety-three percent said OK.
The trigger word “because” is so powerful that the reason why didn’t really seem to matter. Be specific in your assertions, and always give a reason why, especially when you want people to take some form of action.
Not because I said so, but rather because it will work wonders for you.
Source: Copyblogger was founded in January 2006 by Brian Clark. He is CEO of Copyblogger Media, a serial entrepreneur, and a recovering attorney. Clark built three successful offline businesses using online marketing techniques before moving to a completely online business model. The result of that move is Copyblogger Media, an innovative company that provides the advice and solutions that empower people to successfully grow their businesses through social media and online marketing.