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AMiable Solution #296: One Word You Should Be Using



If we asked you to name some tried-and-true key words to use in marketing, you’d probably come up with such classics as “you,” “free,” “easy,” “new,” “guaranteed,” and “act now,” and you’d be right.

What you may not come up with is “because.”

According to marketing email specialist Vertical Response, not testing the word “because” in your marketing could be a mistake. Ranked #2 in its September 19, 2017, list, “The 30 Magic Marketing Words You Should Be Using,” “because” is more than just window dressing, designed to catch the eye of your consumer. “Because” gives customers a reason to read your offer. It gives customers a compelling reason to take action.

In her 2010 article, “6 Reasons Why People Will Buy From You -- Not Your Competitors,” Veronica Jarski identified the factors that motivate customers to choose one company over another:

  • a customer’s experiences with your company

  • your product or service benefits

  • your trustworthiness and reputation

  • perceived value

  • ease and security of transactions

  • your company’s ability to articulate customers’ most pressing concerns

Because 15 million people can’t be wrong.

Because it only takes one.

Because your voice matters.

Understanding what motivates your customers helps you communicate to them in terms that appeal to them most.

“You” may catch your prospects’ attention, but it’s the “because” that will engage them and propel them forward.


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