By Alan Graner
The most powerful word in marketing is, of course, “free.”
But people are suspicious—even of “free.” Why is it free? What’s wrong with it?
Or, why are you selling your products at a deep discount?
If you tell them it’s because you’re offering a special promotion this month, or because it’s an introductory price, or because it’s a refurbished model, their suspicions disappear.
Nicholas Boothman, “People need reasons to make decisions and justify their actions even when the reason is not really a reason, but only looks like a reason. For most people it’s powerful enough to set in motion a patterned response, in this case a ‘yes’ response, even in the absence of concrete information.” (Nicholas Boothman, “The Power of Because,” http://nicholasboothman.com/the-power-of-because/).
The incredible power of “because”
Why is my shipment late?
Because of storms in the Midwest.
Why is your service so poor?
Sorry, it’s because half the workforce is out with the flu.
Why can’t I get this item in red?
Because the manufacturer discontinued that color.
Why does this cost so much?
Because it’s custom made to exacting specifications using only the finest materials.
In each instance you can almost feel the anger or anxiety or irritation disappear.
That’s the power of “because.”
Of course “because” does have its limits. As Magda Kay explains in “The Power of Because” (http://psychologyformarketers.com/power-of-because/), “If the request is small, you can use any reason. When the request is big, the reason needs to make sense.”
How do you use the power of “because”?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA marketing communications firm. If you need a powerful PR campaign, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com. Because you’ll be glad you did.