Today, I’m going to share what I’m convinced is the single most powerful trigger word that makes your “Reasons Why” hit home with a much greater persuasive force. To me, it is the overlooked word that causes more prospects to say “yes” than any other word in the dictionary.
In the past, I’ve reviewed and given you many ideas on how to sell on giving the prospect many “reasons why.”
Why is this one word so powerful?
Because it triggers an automatic and favorable response with the majority of your prospects.
It also secretly “anesthetizes” the skeptical part of your prospects’ brain, seducing them into deciding emotionally, often with little or no critical thinking.
Also, you can use this magic word any time you want to persuade almost anyone to do almost anything.
Individuals love to be persuaded this way.
Interested? If so, you are already coming under the spell of this magic word.
Let me first give you some scientific proof on why it works and then I’ll reveal the word to you.
I remember reading in the past about an experiment that was done where there was a group of people standing in line waiting to use a copying machine.
A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason.
So let’s say the following to the people in the line waiting for the copier.
“Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?”
When this phrase was changed to “Excuse me. I have five pages. May I use the Xerox machine because I have to make some copies?” the result was nearly all agreed, even though no real reason was added to justify their compliance.
The word “because” triggers an automatic compliance response, even when given no subsequent reason to comply.
If you want to boost your results by very significant numbers, start filling your copy and phrases with more “becauses.”
Why? Because it works. And for the best results, always follow your “becauses” with compelling reasons.
I believe the bar is raised a little higher with written words because people are more deliberative when they read.
For example, I could encourage you to read my blogs regularly by saying, “Read My Marketing Tips Blog because they are based not on opinions but on solid experience over 40 years.”
Because they will help you become a master of Marketing.
Because they will help you create more customers.
Because they are the best gems to help you get where you want to be.
These excellent reasons, framed by “because,” are infinitely stronger than a lame claim like, “you will be glad you did.”
In the end, there is no great mystery, or any unethical manipulation involved in the use of the word “because.” In fact, I believe it is the most honest, above board, and ethical type of persuasion you can use.
Because people act in their own self-interest. And when you give people rational, logical and honest to goodness reasons to act in their own self-interest, they do.
You win and they win.
In fact, to me, it is the best kind of sale you can make because it’s a sale built on mutual benefit, trust and the truth, all of which will endow you with future sales from that same customer and lots of referrals.
So persuading a customer in this straightforward, “reason why” way creates not just one sale, but a repeating annuity of future sales and a stream of revenue that keeps making you wealthier repeatedly, not just once.
To me, it is the most leveraged way to build both your sales and your wealth, all from a single magic word, because.
Well, that’s it for this blog article and please let me know how this works for you.
Also, please check out my new training program, the Build Your Practice Fast Academy and let me know what you think. This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.