THE SINGLE-MOST POWERFUL WORD IN PERSUASION • BY ROY FURR

The Single-Most
POWERFUL
Word In
PERSUASION

by Roy Furr
 THE SINGLE-MOST POWERFUL WORD IN PERSUASION • BY ROY FURR

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 THE SINGLE-MOST POWERFUL WORD IN PERSUASION • BY ROY FURR

The Single-Most Powerful Word in Persuasion

WARNING: IF YOU JUST SCROLL DOWN TO “THE WORD” YOU WILL GET 1/100th THE
BENEFIT POSSIBLE FROM THIS ARTICLE.

READ EVERY WORD.

I’m about to tell you the single-most powerful word in persuasion.

And this applies whether you’re in sales… Putting together an advertisement or a

marketing campaign… Or just trying to get more of what you want in everyday life…

And let me shoot down some of the obvious ones…

It’s not “you.”

It’s not “free.”

And it’s not “new.”

Heck, even if you can guess what it is, chances are 99-to-1 that you have no clue how to use
it. At least when it comes to having a breakthrough, transformational impact because of
how you use this one word.

First of all, I’m going to give you some crap for even reading this.

And it’s not just me stalling, or giving you crap for the hell of it — it’s key to the lesson.

Because the headline that hooked you into reading this implies that this secret word
is some kind of persuasion “tactic.”

That if you know this one word…

You can get anything you want.

And if you think that way, you might get a little bit of what you want in life.

But the true riches — and especially, the true happiness — will never come from
chasing tactics.

You’ll be like a dog chasing cars down the street.

It’s all fun and games…

Chase a car, get the thrill…

GET ROY’S LATEST DAILY MARKETING TIPS, INSIGHTS, AND PROVEN STRATEGIES FOR
MULTIPLYING YOUR PROFITS AT http://www.BreakthroughMarketingSecrets.com/blog
 THE SINGLE-MOST POWERFUL WORD IN PERSUASION • BY ROY FURR

Chase a car, get the thrill…

… Until the car you’re chasing slams on the brakes — and you smash your snout into its
back bumper, and collapse into a whimpering heap on the pavement.

You don’t want to be a whimpering heap on the pavement, do you?

Then it’s time to forget tactics in favor of strategy.

Usually when someone tells you about some super-powerful persuasion word, it’s all
tactics.

Use this word, get the girl.

Use this word, get the sale.

Use this word, blah-di-blah-blah-blah…

Does it work? Probably.

Is it as powerful as it could be? NO!

And that’s why even if you know what the word is…

Chances are STILL 99-to-1 that you don’t know what makes it so powerful, or how to
use it.

(You’ll want to keep reading this until the very end because once you’re done, you WILL
know how to use this for maximum effectiveness.)

So what’s the single-most powerful word in persuasion?

“Because.”

But most people have ZERO CLUE WHY it’s so powerful.

Zilch.

Nada!

Here’s the ROOKIE, tactical use of the word “because” in persuasion.

It comes from the masterful book Influence by Robert Cialdini.

A series of tests were done where someone tried to “cut” in line at a copy machine.

They changed the language they used when asking to cut in line, and how it impacted
results.

GET ROY’S LATEST DAILY MARKETING TIPS, INSIGHTS, AND PROVEN STRATEGIES FOR
MULTIPLYING YOUR PROFITS AT http://www.BreakthroughMarketingSecrets.com/blog
 THE SINGLE-MOST POWERFUL WORD IN PERSUASION • BY ROY FURR

Here’s what they said in the first test…

“Excuse me, I have 5 pages. May I use the Xerox machine?”

60% of the people asked this question let the experimenter cut in line, and make their
copies first.

In the next test, here’s what they said…

“I have 5 pages. May I use the Xerox machine, because I am in a rush?”

Here they simply added the word “because” with a simple explanation for why they wanted
to cut.

Compliance went from 60% to 94%!

Half again more from the simple addition of “because” with a reason.

Now here’s where it gets really interesting.

They conducted a third test, in which they asked…

“Excuse me, I have 5 pages. May I use the Xerox machine because I have to make copies?”

Who the heck uses a copier who DOESN’T have to make copies?

What a lame reason!

And yet, instead of the 94% compliance they got from offering a reasonable explanation for
why they should be allowed to cut…

They still got 93% of the people being asked to let them cut in line!

That’s right…

Only 1% of the people asked actually THOUGHT about the reason given after the
word “because” and allowed that to influence their decision…

Which means that by simply adding the word “because” with ANY explanation that doesn’t
sound like total bull dung is likely to increase compliance by nearly 50% — with more than
9 out of every 10 people complying.

Juicy stuff indeed…

And it certainly supports the tactical use of the word “because.”

HOWEVER… That’s all rookie business…

What matters more is WHY “because” works like it does…

GET ROY’S LATEST DAILY MARKETING TIPS, INSIGHTS, AND PROVEN STRATEGIES FOR
MULTIPLYING YOUR PROFITS AT http://www.BreakthroughMarketingSecrets.com/blog
 THE SINGLE-MOST POWERFUL WORD IN PERSUASION • BY ROY FURR

And how it impacts your ability to persuade effectively and successfully…

And how you can use “because” to get everything you want in life!

Here’s the PRO use of “because” in persuasion…

Rewind to the very beginning of the 20th Century, to the place where modern direct
response advertising was born…

Lord & Thomas Advertising Agency…

Home of the legendary Claude Hopkins, Albert Lasker, and John E. Kennedy…

Kennedy was the copywriter who actually came up with the single-best definition of
advertising…

“Salesmanship multiplied.”

He also wrote a book called Reason Why Advertising.

In it, he explained how in order to be successful — in order to sell — your advertising must
strike a “responsive chord” with your readers. That it must go into the mind of the prospect
and figure out what it is that will make them want to buy.

And that, it must use the desires they already have to craft a compelling “reason why” they
should respond.

In effect, your ads must say…

TARGETED READER, you should read this BECAUSE…

You should be interested BECAUSE…

You should be clamoring to buy BECAUSE…

You should respond now BECAUSE…

You get the point…

It’s not in the words you use.

YES, “because” works on a tactical level…

But the strategic persuader/marketer/advertiser/salesperson knows that the real

honest, ethical, and highly-effective use of the word “because” is different.

It comes from knowing your prospect…

What they’re already interested in…

GET ROY’S LATEST DAILY MARKETING TIPS, INSIGHTS, AND PROVEN STRATEGIES FOR
MULTIPLYING YOUR PROFITS AT http://www.BreakthroughMarketingSecrets.com/blog
 THE SINGLE-MOST POWERFUL WORD IN PERSUASION • BY ROY FURR

What they value…

What they are willing to exchange their hard-earned money for…

And offering it to them in a way that gives them a “reason why” they need to respond
now.

Quoting another legend, Zig Ziglar, “You can have everything you want in life, if you will just
help other people get what they want.”

Then it doesn’t matter if you use the word “because” or not.

It’s implicit.

And frankly, it’s far more powerful.

Yours for bigger breakthroughs,

Roy Furr

Editor, Breakthrough Marketing Secrets

http://www.BreakthroughMarketingSecrets.com

GET ROY’S LATEST DAILY MARKETING TIPS, INSIGHTS, AND PROVEN STRATEGIES FOR
MULTIPLYING YOUR PROFITS AT http://www.BreakthroughMarketingSecrets.com/blog