Study of magical words12/31/2023 ![]() Include the word “because” in your call to action copy on your website – “take part in my Make Your Business Remarkable programme, because you need support to get your business to the next stage.”.Here are some ideas to (ethically) use in your marketing. I wonder if the people behind the L’Oreal ad campaign had read Robert Cialdini’s Influence book when they came up with their “because you’re worth it” campaign to get us to buy their products? How many other ways can you use this Using the word “because” can help you to influence other people, not just to jump the queue by giving a reason. Robert Cialdini talks about this in his excellent book Influence, and you can read the full details here. This scenario is a real study by Ellen Langer in 1977, who tested it over and over and got the same results. Presumably, they all needed to make copies too, so she did not have a valid reason to go ahead of everyone else. The rest of the people in the queue still stood aside and let her go first. ![]() “May I use the Xerox machine because I need to make copies.” When she says “because…” everyone else lets her go first. “May I use the Xerox machine because I’m in a rush”. Then the experimenters get the queue jumper to say “No way, there’s a queue here, you have to wait”. Another student tries to push in the queue to photocopy her notes, saying ![]() There’s a line of students at the photocopier in the library. This is a great tactic from Robert Cialdini’s Influence book.
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