The Reason Why

Copywriter Gary Bencivenga considers The Reason Why 

"The most persuasive tool in advertising."

 

Gary Bencivega, one of the world's most successful copywriters

Here are his Three Reasons Why:

A reason why your product or service is better than other solutions.

A reason why your claim is true.

A reason why the reader should take action immediately.

If you offer 40% off the price, tell 'em why you’re doing that. Otherwise, the prospect might assume the product is faulty, unpopular, or outdated. 

For example, if you were to promote "We've reduced the price of all appliances by 30%" your prospect may think, "Hmmm, wonder what's wrong with that stuff?" 

If you give them a reason why such as "We need to clear out as much inventory as possible before our store remodel," then the prospect feels they can take advantage of a situation (as opposed to being taken advantage of).

HINT: Keep in mind the word "because" and every time you make a claim or ask the reader to take action follow it with a "because". Even if you don't actually write "because", it has triggered the reminder that you need to justify your claim or request for action.

Example: We've reduced the price of all inventory 40% through noon on July 14th BECAUSE we move into our new warehouse on July 15th and we don't want to pay to move the inventory.

NOTE: There is scientific evidence to support this hint:. A study (sometimes called the "Xerox Experiment") showed that when people said, "Excuse me, I have five pages to Xerox. May I use the copier?” they received a positive response of 60%.

When they said, "Excuse me, I have five pages. May I use the copier, because I'm in a rush?" they receive a positive response of 94%