Organizational CommunicationThe Power of 'Because...'By: Robert F. Abbott "Do it!", "Do it now!", or "Do it because..." Which of these commands is most likely to get the response you want?
If you picked the third, the one that includes 'because', you'd be right. Of course, if you're a parent, aunt, or uncle you may know that already. The idea behind 'because...' is to provide an explanation or rationalization for the request you're making. In other words, the command or request is not just an arbitrary exercise of power on your part -- it's a reasoned request or command. In a broader sense, 'because' provides context, which we've often discussed in this newsletter. Context provides a framework for specific communication. For example, "Please review this contract before we mail it out, because a mistake could cost us thousands of dollars."
A number of Internet entrepreneurs report they've tested the use of 'because' in their advertising copy and found it worked. I've used it myself on the home page of Abbott's Communication Letter I haven't tested to see whether or not it makes a difference. But I do know it helps in the copy writing process. It helps because it pushes me to make a connection between an action and a consequence of that action. For example, "Wear a helmet when you ride your bike, because it will help you avoid head injuries if you fall." In this case, wearing a helmet is the action; avoiding a head injury is the consequence. One more thought: the word 'because' does not always have to be explicit. It can be implicit or implied, as in "Wear a helmet when you ride your bike, so you won't injure your head if you fall." Let's consider a few more examples, from various functional perspectives. Suppose you're a librarian and you want to encourage patrons to expand their reading horizons. So, you post a sign in the Historical Fiction area that reads something like this: "The story here is only half the story. Visit the History shelves, too, and enrich the stories you find here." The action: look in the History section, as well as the Historical Fiction section. The consequence: you'll learn the story behind the story, enriching your reading of the fictitious stories. How about a sales example? If you send a sales letter, do you focus on product features and ignore the benefits your readers will reap (believe me, I see a lot of these letters)? If you use 'because' with each feature-- explicitly or implicitly -- you'll force yourself to list benefits as well as product features. Compare these two pitches: "Now featuring keyboard water coolers with two-gallon capacity!" and "With the two-gallon keyboard water cooler, your keyboard will never overheat, no matter how fast you type." In summary, using the word 'because' in your message will help you write more persuasive copy and help your readers understand why they should respond to you. Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or by subscribing to this newsletter. An excellent resource for leaders and managers, you can get a sign up by providing your email address a little further down the page:
To read another article, click here More communication resources...Want to make your writing more lively, more interesting, and more effective? Robert Abbott shows you three quick and easy techniques for achieving those goals, and as a result, getting better results. You get the techniques, a practice document, and an example document in one concise booklet.
Effective communication begins with a strategy. A plan and a statement that ensure you put your words into the right framework. How to Craft a Communication Strategy, guides you through the four steps involved in developing a strategy and a statement for the strategy. Want to know more? http://www.effective-communication.com/booklets.htm
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What do you need to know before you begin writing or designing your newsletter? Find the answers in A Manager's Guide to Newsletters: Communicating for Results, the response-focused newsletter book. It was written by Robert F. Abbott, who wrote most of the communication articles you've seen above.