If you have studied copy writing and advertising, then you have probably heard about the experiment with the line for the copier and giving reasons for cutting in line. In case you haven’t I will paraphrase it.
It is from a book about persuasion (I forget which one). In the experiment the researchers tried to cut in the line to make copies at the school Xerox machine. The first time they simply asked someone if they could cut them in line. Around 15-20% of people allowed this. The next time they asked, they gave a reason. “Can I cut you, BECAUSE I am late for class and I have to have this copy?” This time the result was much better, something like 92% of people allowed the person to cut.
Now the researchers figured that the people allowed the cut because of the logical appeal, so to prove it they tried a line similar to this, with a non-sense reason: “May I cut in line, BECAUSE I really need to use the copier?” Surprisingly, almost the same number of people allowed the cut, about 88%. The conclusion is that people simply need a reason (no matter how illogical) to do something. When it comes to marketing, BECAUSE is much more magical than PLEASE.
This principal is key in good copy writing. If you say that you normally sell an item for $500.00 but for a limited time you are selling it for only $35.00, then you’d better give a reason, or it’s not going to fly. Use any crazy reason and you will have better results than no reason, like “I need more testimonials that it works,” or “My brother bet me I couldn’t sell 1000 copies by the end of the year.”
It is Christmas Eve as I write this, and that reminds me of a great reason for a sale: holidays. “For our special Christmas sale, you can get everything for 20% off. Offer expires December 25!” See there, we have created urgency and provided a reason for the sale, all by using the holiday. Aren’t the holidays great?
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