Do You Know Why People Say 'WHY'?
Why Because That's Why.
A psychologist Ellen Langer conducted an experiment. In the experiment there were three options requiring action.
Option 1 was merely a statement containing what was asked of the hearer. Asking them to do something.
Option 2 was the same statement with a "because" attached and a Logical compelling reason Why the action should be performed.
Option 3 was the same statement with a "because" attached and an empty or illogical reason Why the action should be performed.
Note that the first option offers no reason at all. The second includes a clear explanation of why a person needs to act. The third however offers a very poor reason. In fact, one could argue that the third version did not even make sense.
The results:
Only 60% obliged to the first request. And, 94% obliged to the second request. Makes sense if the "because" is compelling. But here is the crazy part, 93% obliged to the third request even though the Because was not very compelling. Having a reason for their action helps people act.
A psychologist Ellen Langer conducted an experiment. In the experiment there were three options requiring action.
Option 1 was merely a statement containing what was asked of the hearer. Asking them to do something.
Option 2 was the same statement with a "because" attached and a Logical compelling reason Why the action should be performed.
Option 3 was the same statement with a "because" attached and an empty or illogical reason Why the action should be performed.
Note that the first option offers no reason at all. The second includes a clear explanation of why a person needs to act. The third however offers a very poor reason. In fact, one could argue that the third version did not even make sense.
The results:
Only 60% obliged to the first request. And, 94% obliged to the second request. Makes sense if the "because" is compelling. But here is the crazy part, 93% obliged to the third request even though the Because was not very compelling. Having a reason for their action helps people act.
So in my Subject Lines of my Emails and the call to action on my Landing Pages I am going to try using Because whenever I can. Why? Because it works. We'll see anyway.
Sincerely,
HerculesSpeaks
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