Dana on Marketing Messages: Behaviorial Triggers Work

Similarly, the word "because" is a compliance trigger. We're used to hearing it followed by a good, solid reason. Nancy cited an AARP letter that begins with, "Because more members like you have asked..." Another good example is, "Weight Watchers works because it's not a diet."

4.5 The Reason Why (Reason to Believe). Related to behavior #4, this one deals with giving some kind of context. The example shared was about selling a shipment of surplus raincoats. If the salesman just says, "Hey, I've got a shipment of raincoats I need to sell," you might not be motivated to buy. But if he said something like, "I'm selling these raincoats cheap because we had a really dry spring," more people would buy.