| Do you remember the stupid beer commercial a few | | | | bankrupt. We owe $125,000 more than we can pay, |
| years back with the tagline "Why Ask Why?" | | | | and this announcement will bring our creditors down on |
| Well, completely unknown to the ad agency, they had | | | | our necks. But if you come and *buy* tomorrow, we |
| almost stumbled onto a breakthrough marketing | | | | shall have the money to meet them. If not, we shall go |
| concept. Telling people the reason why you are doing | | | | to the wall." Thisad was responsible for saving the |
| something is one of the most powerful influencers of | | | | store. |
| human behavior. | | | | - Another ad written for a different merchant by |
| Robert Cialdini, Ph.D. in his book "Influence: The | | | | Powers proclaimed, "We have a lot of rotten raincoats |
| Psychology of Persuasion" talks about an experiment | | | | we want to get rid of." This sold out the |
| by Harvard social psychologist, Ellen Langer, that | | | | merchant’s entire inventory of raincoats by the |
| concluded people like to have a reason for what they | | | | next morning. |
| do. Her experiment consisted of peoplewaiting in line to | | | | And this powerful sales letter and ad copy strategy |
| use a library copy machine and then having | | | | works just as well today. |
| experimenters ask to get ahead in line. | | | | Using this secret weapon, I helped a medical equipment |
| The first excuse used was "Excuse me, I have five | | | | company produce a massive 1,073% return on |
| pages. May I use the Xerox machine because I'm in a | | | | investment simply using |
| rush?" This request coupled with a reason was | | | | "reason-why" copy. |
| successful 94% of the time. However when the | | | | The premise was how we can sell a product for the |
| experimenter made a request only: "Excuse me, I have | | | | incredibly low price of only $477. Regularly this product |
| five pages. May I use the Xerox machine?" this | | | | sells for about $695 - $895. Then the ad explained that |
| request was only granted 60% of the time. A | | | | the price was so low was because the manufacturer |
| significant drop! | | | | wanted to gain market share and get more nurses |
| Okay now for the shocker. | | | | and doctors accustomed to using their product. It was |
| It may seem like the difference between those two | | | | a huge winner and a big moneymaker for the client. |
| requests was the additional information of "because I'm | | | | Here’s how can you apply emotional, psychological |
| in a rush." | | | | triggers to your sales letter copy: |
| That's not the case. | | | | Let's say you have a slow time of year and you want |
| Because in a third experimenter, the experimenter | | | | to increase your business during this period. Write a |
| asks "Excuse me, I have five pages. May I use the | | | | simple sales letter to your customers making a special |
| Xerox machine because I have to make some | | | | offer, only good during your slow period. |
| copies?" There's no reason mentioned or new | | | | Maybe you'll throw in extra free bonuses, extra |
| information presented, just the words "because." | | | | services, or special discounts simply because it is your |
| This time a full 93% of the people said yes simply due | | | | "slow time" and you need to pay your staff anyway. |
| to the word 'BECAUSE'! And it didn't even matter that | | | | Let people in "behind the scenes" at your company... |
| there was no reason given. Just the word because | | | | - Are you overstocked on merchandise because for |
| triggered a magic response. | | | | some reason customers only want the deluxe widget |
| More psychological 'triggers' that can massively | | | | - but youordered tons of the basic one? |
| increase your sales letter success, whether you’re | | | | - Did you have a flood and you need to liquidate your |
| writing online sales copyor direct mail copy. | | | | inventory? |
| Max Sackheim, famous for the long-running ad "Do | | | | - Do you need to raise cash so you can pay for your |
| You Make These Mistakes In English" and originator of | | | | nosejob? |
| the book-of-the-month concept, says "Whenever you | | | | Whatever the reason is, tell your prospects the truth. |
| make a claim or special offer in your advertising, come | | | | For some reason everyone wants to be mysterious |
| up with an honest reason why, and then state it | | | | about their business. If you're lowering the price nobody |
| sincerely. You'll sell many more products this way." | | | | thinks you're doing it just because you're "such a nice |
| Here are two examples: | | | | guy". So let people know the reason why. |
| - Instead of yelling 'SALE' like so many other stores | | | | I know this probably goes against every grain of |
| would, John E. Powers, one of the top copywriters | | | | business sense, but I promise if you give people a |
| wrote this ad giving prospects a legitimate reason why | | | | good, believable reason why they'll respond with an |
| they should spend their money at a Pittsburgh | | | | open minds and more importantly, an open wallet. |
| department store in severe financial trouble: "We are | | | | |