The power of the pen has always intrigued me. To think that the written word can actually persuade people, well, that’s amazing. Granted, most of us have traded pens for keyboards, but the impact is still the same. Content marketing at its core is about changing the way people feel and influencing the way people behave. So how exactly do you make content marketing work for you?
Convincing with Content
Social media marketing, blogging, and website content should all be designed to convince. Often, people reiterate the importance of quality content and compelling content, but the purpose of your content is equally significant. Although there is not one sure-fire way to convince through content, there is a key component that can certainly help. Worthy of mention is the Unique Selling Proposition.
The USP differentiates your product or service from the competition. By definition, the USP is essentially saying, “buy this product, and you will get this specific benefit.” I have one word for you that will spotlight your specific benefit in your content: because.
The Benefits of ‘Because’
Specificity keeps content clear and compelling. By using the term because, you become specific and remain credible while revealing a reason why.
Ellen Langer, a social psychologist, documented the power of because. She performed a personal experiment where she asked others to cut in line to use a copy machine. Langer tested three different ways of asking and recorded:
Excuse me, I have five pages. May I use the Xerox machine?
60% said yes.
Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?
94% said yes.
And here’s where it gets even more interesting.
Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?
93% said yes.
Using the trigger because is clearly influential. In fact, it’s so powerful that the reason why didn’t necessarily matter. It goes to show that a simple word can make all the difference in whether or not people will be interested in buying what you offer. Being assertive and giving a reason why can further your purpose and get people to take any form of action.
Don’t just use the word ‘because’ just because. Harness its power because it will be beneficial for you and your content marketing goals.