There is a book called Influence: The Psychology of Persuasion by Dr. Robert Cialdini which every home based business should read. You will want to read this book because it will help you understand the drivers of persuasion and will help you develop your own persuasive techniques. This understanding is useful in just about any home based business because it will help you write better blog postings, articles, advertisements, web copy, newsletters, speeches and so on.
So what’s this one word? I used it twice in the paragraph above:because. Dr. Cialdini cites a rather interesting study on the use of that one word. A woman waiting in a line for the use of a copy machine asks to cut in front of everyone else in two different ways.
Excuse me, I have 5 pages. May I use the Xerox machine?and
Excuse me, I have 5 pages. May I use the Xerox machine because I have to make some copies?In the first instance, 63 percent of the people let her cut in. But in the second instance 93 percent of the people complied with her request. And what is interesting about the second version of the request is that the reason she gave behind the “because” was totally redundant and lame when you think about it. So this seems to suggest that the word itself has potency – even when there is nothing of substance following the “because”.
Now of course when it’s used with something of substance (as I used it in the first paragraph), the power of the word is even greater. When you have a home based business, you tend to have to do a lot of your own writing whether it be eBay listings, web copy or something else. This strategy falls in line with giving your target customers a reason to buy from you or sign up for your newsletter and so forth. So keep this one word in mind and try using it – because it works!