Consumers Listen to Reason

by Jeff Seehorsch

published on 2015-09-22 08:37:00

In 1977, psychologist Ellen Langer asked two actors – one male and one female – to cut in line at a copy machine. 

Each was tasked with reciting one of the following scripts:

1.  Excuse me, I have five pages. May I use the Xerox machine? 

2.  Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush? 

3.  Excuse me, I have five pages. May I use the Xerox machine because I have to make copies?

As a result of the first question, 60 percent of people let the actor skip ahead. Not surprisingly, the second question fared better: 94 percent of people let the actor go first. After all, if someone is in a rush, then you might be more inclined to let the person jump in front. 

What’s interesting is that the third question produced nearly identical results – 93 percent – despite the reason being nonsensical in comparison. Presumably, everyone waiting at a copy machine needs to make copies. Why would mentioning it persuade someone to give up his or her place in line?

Simply put: because. Yes, because is a word that provides a reason, and, generally speaking, people like to have reasons for what they do. 

But as this exercise shows, the word because is nearly as important as whatever reason follows it. 

In a recent podcast hosted by Copyblogger’s Amy Harrison, she discusses some “magic words” that can make content pop with authority and expertise. For marketing purposes, the goal isn’t to use tricks that deceive consumers. The goal is to package information and offers in such a way that will resonate and persuade people to act.  

Another word that can achieve this according to Harrison is when, used in place of if. She poses two hypothetical lines of copy:

If you decide to buy, you’ll be taken to the membership area.

When you decide to buy, you’ll be taken to the membership area.  

In the first line, the statement teems with doubt. While it may be true that a decision has yet to be made when reading either line, the second statement dismisses the decision as a formality.

True, not everyone will buy regardless of which line they read. But when writing to potential customers, you’re really only writing to those who eventually will. The second statement comes across with the confidence of a no-nonsense expert.

Harrison goes on to discuss what might be considered advertising tropes, such as What’s more and Not only. She offers a sample:

Not only will you get a one hour consultation but I’ll write up your tailored action plan and get it to you within the hour. What’s more I’ll be on hand by email should you have any other questions.

If you're reminded of an infomercial voice-over shouting, "Wait, there's more!" – remind yourself that you're not selling spray-on hair.

Harrison touches on the effect of these phrases in terms of stacking value. What’s more adds on. Not only builds momentum. Even if you remove some of these phrases during rewrites, they can make it easier to connect one benefit to the next as you compose a first draft. Copy should make the value of what you’re offering feel accessible, bountiful and necessary. In emails, on websites or woven through rehearsed verbal pitches, such phrases insist upon the reality of getting more.

If your messaging feels stagnant, inject a word or phrase that gets the value flowing. Give people clear incentives to act, because, as it turns out, most of us are just waiting for a reason.

Submitted by Jeff Seehorsch, Copywriter, Advertising at Michigan.com