Ever asked for a small favor and gotten a "yes" without a second thought? Or wondered why some requests just seem to work better than others?

💡This week’s 80/20 rule – Add the word “because” when you make an offer.

It’s one of the simplest and most powerful words in marketing, backed by decades of psychological research.

And the best part? It takes just a moment to apply to your sales copy, emails, and ads, but it can make a huge difference in your results.

Let’s break down how this one-word change can make your message more persuasive and boost your conversions—no expensive rewrites or extra marketing spend needed.

🧠 When people hear the word "because," their brain automatically prepares to hear a good reason—and often accepts the request without thinking too hard about it.

This is a classic psychological shortcut, or heuristic, that our brains use to save energy. A famous 1978 study at Harvard proved just how powerful this is.

Researchers asked to cut in line for a copy machine using three different phrases :

Look at that jump! Just adding the word "because" made people dramatically more likely to agree, even when the reason was completely obvious (everyone at a copy machine needs to make copies!).

Why? Because our brains are often on autopilot for small decisions. The word "because" signals that a justification is coming, and our brain just accepts it and moves on.

So, what does this mean for you?

Best part? It’s totally free to try.

Once you start looking, you’ll see the "because" principle everywhere, from huge corporations to small shops.

💅 L'Oréal – Their legendary slogan, "Because You're Worth It," is the perfect example. It doesn't sell a feature; it sells a feeling. It gives you an emotional justification to buy a premium product as an act of self-care.

🧦 Bombas – Their "buy one, give one" model is a built-in "because." You're not just buying socks; you're buying socks because your purchase helps someone in a homeless shelter. This gives the purchase a powerful, altruistic purpose.

💻 Apple – Apple rarely competes on price. Instead, they justify their premium cost with a better experience. The implied message is, "Buy an iPhone because the experience is seamless, secure, and intuitive." They give you a reason to invest in quality.

📈 Unbounce – This landing page company’s value proposition is crystal clear: "Build, publish, and A/B test landing pages without I.T. headaches." The message is, "Choose us because you can improve conversions without needing a developer." It directly solves a customer's pain point.

From B2B software to everyday products, giving customers a clear "why" is a universal strategy that works.

Ready to put this to work? Whether you sell services or products, here’s how to do it without any fuss.

Rather than just making a request, add a reason that highlights the benefit to your client.

Instead of: Schedule a Call

➡️Try:

Schedule a Call because you'll get a free 15-minute strategy session.

Instead of: Sign Up for My Workshop

➡️Try:

Save Your Spot Now because we only have 20 seats left.

📣 Pro tip: Use this for your intro offers. A "Book Your First Session for $49 because you deserve to feel confident" is much more inviting than just listing a price. It gives potential clients a reason to overcome their hesitation and give you a try.

This is where you can have a lot of fun. Go through your product descriptions and calls to action.

Turn features into benefits.

Instead of: This jacket is made with waterproof fabric.

➡️Try:

This jacket is made with waterproof fabric because you deserve to stay dry and comfortable, no matter the weather.

Instead of: Download the Guide

➡️Try:

Download the Guide because you'll get 5 actionable tips to boost your traffic.

1️⃣ Audit your key offers – Look at your main call-to-action buttons, email subject lines, and social media ads.

2️⃣ Add "because" + a reason – Give your customers a clear, simple justification for why they should click, buy, or sign up.

3️⃣ Focus on the benefit – Make sure your reason answers the question, "What's in it for me?"

4️⃣ Turn features into justifications – Go through your product descriptions and explain why a feature matters to the customer.

A single word might not sound like much, but when it’s the right one, the results can speak for themselves. More engagement, better conversions, and happier customers—all because you gave them a reason.

🔎 This week’s website review, let’s look at Billy Tannery. Billy Tannery is a UK-based brand creating beautiful, luxury leather goods. Their unique angle is their powerful story of sustainability, using goat leather from the food industry that would otherwise go to waste.

💡 The Good:

Amazing Brand Story: They don't just sell products; they sell a mission. Their story of sustainability and local craftsmanship is front and center, creating an immediate emotional connection that makes you want to support them.

Luxury-Level Photography: The visuals are stunning. The professional, high-quality photos make the leather look so rich and detailed, which perfectly matches their premium brand identity.

Effortless Navigation: Getting around the site is a breeze. The "Shop" menu is clean and organized, making it super easy to find exactly what you're looking for without any guesswork.

Smart Shopping Nudges: When you add an item to your cart, a little message cleverly shows how close you are to getting free shipping. It's a great way to encourage a slightly larger order while being genuinely helpful.

🔧 Suggestions:

Educate on the Product Page: They have a great blog post about why goat leather is so special, but that info needs to be on the product pages! A small section explaining the benefits could help justify the premium price right where it matters most.

Connect Content to Commerce: Their blog is full of great stories, but the posts don't link to the products they discuss. Adding a "Shop the Story" section at the end of each article would be a great way to turn readers into shoppers.

Add a "Quick Add" Button: To buy something, you have to click into the product page first. A "Quick Add" button on the main shop pages would streamline the process for decisive shoppers and make buying faster.

Have a website you want reviewed?

Reply and let us know—we’d love to take a look!

Quick Psychology Tip: The Power of ‘Because’

Influence People with the "Because" Heuristic (Video)

The Power of the Word "Because" to Get People to Do Stuff

The One Word That Drives Senseless and Irrational Habits

See you next time for another simple, high-impact strategy!

The LOGO.com Editorial Team