To
read Nader Anise's bio on Wikipedia, go to:
Dear ,
Yesterday I told you how powerful using the word "because" is after giving someone a directive.
It really works. People are more likely to follow your
directions.
Personally, I've used this knowledge many times.
But don't just take my word for it. Here's the study behind it (Quoted verbatim from Psychology Today):
In 1978 Ellen Langer (Professor of Psychology at Harvard) published a research study about the power of the word "because".
Langer had people request to break in on a line of people waiting to use a busy copy machine on a college
campus. (Remember that this is in the 1970′s—there weren’t computers and printers. People did a lot more copying back then, so there were often lines waiting to use a copy machine). The researchers had the people use three different, carefully worded requests to break in line:
“Excuse me, I have 5 pages. May I use the xerox machine?”
“Excuse me, I have 5 pages. May I
use the xerox machine, because I have to make copies?”
“Excuse me, I have 5 pages. May I use the xerox machine, because I’m in a rush?”
Did the wording effect whether people let them break in line? Here are the results:
“Excuse me, I have 5 pages. May I use the xerox machine?” [60%
compliance]
“Excuse me, I have 5 pages. May I use the xerox machine, because I have to make copies?”[93% compliance]
“Excuse me, I have 5 pages. May I use the xerox machine, because I’m in a rush?” [94% compliance]
Using the word “because” and giving a reason resulted in significantly more
compliance. This was true even when the reason was not very compelling (“because I have to make copies"). The researchers hypothesize that people go on “automatic” behavior or “mindlessness” as a form of a heuristic or short-cut. And hearing the word “because” followed by a reason (no matter how lame the reason is), causes us to comply.
They also repeated the experiment for a request to copy 20 pages rather than five. In that
case, only the “because I’m in a rush” reason resulted in compliance.
So, What Does This Mean for You?
Simple. If you want to be more persuasive -- get people to be more compliant -- use "because" after your statements or requests because it helps them justify their compliance.
Try it.
Let me know how it goes.
If you have any comments, ideas or suggestions, please email me at: nader@copticchamber.com
Until next time...
Your friend,
Nader Founder of the Coptic Chamber
ABOUT NADER ANISE
For the last 30 years, Nader’s talents as a marketing strategist and copywriter have generated hundreds of millions of dollars for himself and his clients. In addition, he is a
recognized PR expert, and has been featured in countless media outlets such as: The Wall Street Journal, NBC, CBS, Forbes, Bloomberg and USA Today.
Nader’s storied marketing and sales experience has enabled him to mentor business owners in all types of industries, including: legal, medical, financial, therapeutic, mortgage, investment, wealth, retail, insurance, transportation, pharmaceutical, clothing, restaurant, real estate,
education, insurance, construction, internet, telecommunications, religion, manufacturing and many others.
Nader has trained over 25,000 business owners from all around the world on sales and marketing.
To read Nader Anise's bio on Wikipedia, go
to:
3 AMAZING FACTS ABOUT NADER ANISE, ESQ.
FACT #1: In 2001, Nader wrote a one page press release that generated over $2,200,000 in free national publicity.
FACT
#2: Within four years of starting his law practice, Nader was featured on the cover of Lawyers Weekly USA section B (currently Lawyers USA) and was lauded for his remarkable achievement of building a "thriving law practice... without spending a penny on advertising."
FACT #3: Nader landed on the cover of the Wall Street Journal after sending the editor a cold email with a subject line that consisted of
nine words, including, ONE key, riveting word.
(BONUS FACT): Nader wrote a direct mail letter for a small business that created such an overwhelming response, the owner sent Nader a frantic email with the message: "You're killing me with all the new business. We are busting at the seams and all my employees are freaking out..."
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