What Is Reason Why Copy?
Next to a headline, one of the most underused but overpowered tactics for creating killer copy is using “reason why” copy.
Every professional copywriter who has any chops, uses it.
Do you want to know how to use it?
Good, let’s get to it.
So…what is “reason why” copy?
Reason why copy is simply providing your prospect with a reason of why you’re selling to him, or…
Why can you offer such a ridiculously low price?
Why is the offer only available for another 20 days before it expires?
This means you’re telling the reader “Why you’re telling him what you’re telling him”.
A sure-fire way of spring-launching your opening/introductory paragraphs is to use the old-school “If…Then” opening.
It’s extremely powerful but easy to use
Here are a few examples:
“If you’ve dreamed of blasting away body fat without the grueling 2-hour workouts that leave you mentally and physically drained, then this will be the most exciting letter you ever read.”
“If you’d love to learn the little-known secrets of attracting and picking up girls that makes the ‘dating scene’ a fun social “game” rather than an anxiety inducing “grey” part of your life. Then make sure you read every single word on this page, because you’re in for a treat.”
“If you’re even remotely interested in getting your hands on a new BMW 525 for half of what everyone else has to pay, then you’re going to love what I’m about to share.”
And so on.
Another easy-to-use, but powerful tactic that you can use is…
Being Extremely Blunt
Or “letting it all hang” (if that tickles your fancy). Just tell the reader why you’re contacting him (insert loud shocked gasp).
Now, you are probably thinking something along the lines of…
“But Hassan, I can’t tell the reader why I’m contacting him straight away, right ? He’ll get scared !?”
Yup, you can.
If you have targeted the right prospect. Your headline/opening should grab him by the collar and reel him in.
However if your opening is too “limp” and boring then you can expect him to hurriedly escape like a frightened fish.
Have a read of the following of examples:
“My name is Dr. Alan Reed and I have just released my new book that shows you how to double your profits and bank at least two times as much cold-hard cash in any self-employed business within 60 days or your money back. Here’s what I’ve got for you…”
“If it’s okay with you, I’d like to send you a free, detailed and proven report on how to use a blog to get swamped with grateful, hungry clients for your freelance writing business without breaking a sweat…”
I’m sure you get the idea.
Why is it so lethally effective?
Have you noticed something about those above openings?
There is an important side lesson hidden in each one.
What do you think makes the reader want to read on?
What acts as an incentive and motivator to the reader/prospect?
The answer is…
This is why these openers are so good. They state their claim, and then provide an incentive and motivation for the reader to continue reading. Which ties in with another defining factor regarding reason why copy… and… that is being super-specific. As the legendary Claude.C.Hopkins said…
“Platitudes and generalities roll of the human understanding like water from a duck. They leave no impression whatever. To say ‘best in the world,’ Lowest prices in existence’ etc. are at best simply claiming the expected. They suggest looseness of expression, a tendency to exaggerate, a carelessness of truth. They lead readers to discount all the statements that you make.”
An Experiment That Showcases The True Power of Having a Reason Why
Let me introduce you to one experiment in particular that will mercilessly shred any morsels of doubt in the recesses of your mind about the effectiveness and raw power of reason why copy.
The experiment was conducted by Ellen Langer and her colleagues by approaching busy students using university copy machines. Then cheekily saying “Excuse me: May I use the Xerox machine?”
Whilst using this exact question,they scraped a 50% positive response rate from people who permitted them to cut ahead use the Xerox machine.
Now, time for the mind-bogglingly interesting part…
Langer changed one very small thing about this approach and nearly doubled her response rate.
Just one thing.
This one thing made 80%-90% of people agree to let another person cut in front of them at the copy machine.
Read that again.
Now, what do you think this one thing was?
What caused a 30%-40% positive response rate?
Nothing other than a simple but sneakily effective…
And not even a well-developed one at that. Langer and her team cheekily said” Excuse me: May I use the Xerox machine, because I have to make copies.”
Right now you’re probably thinking: “Because you have to make copies?Well,why else would you want to use a copy machine Sherlock?”
(I know I did)
But… it’s true… and it acts as a reliable testament to the power of using a reason why.
Even a crappy one is better than not having one.
Moral of the story
Always use a reason why, the more specified, the better.
Have any “reason why” copy ideas impregnated your brain yet? Maybe one crept up and slapped you right in the kisser while you read this post?
If so, let me know.
I’d love to hear about it in the comments section.