Give People a Reason Why and They’ll Buy

Telling people the reason why you are doing something is indeed one of the most powerful influencers of human behavior. The simple act of providing a rationale, even if it’s not particularly compelling, can significantly impact people’s willingness to comply with a request or take a desired action. This psychological principle, often referred to as the “because heuristic,” was famously demonstrated in a study by social psychologist Ellen Langer.

The power of “because” lies in its ability to satisfy our innate desire for understanding and meaning. Humans are naturally curious creatures, always seeking to make sense of the world around them. When presented with a request or an offer, people instinctively want to know the reasoning behind it. By providing this information, you’re not only satisfying this curiosity but also building trust and credibility with your audience.

In the context of marketing and sales, the “reason why” technique can be a game-changer. As illustrated in the example of the medical equipment company, explaining the rationale behind a low price – in this case, the manufacturer’s desire to gain market share and familiarize healthcare professionals with their product – resulted in a staggering 1,073% return on investment. This success demonstrates the power of transparency and the importance of giving customers insight into your business decisions.

The effectiveness of this technique lies in its ability to overcome skepticism and resistance. When people understand the motivation behind an offer or action, they’re more likely to view it favorably and respond positively. It transforms what might otherwise be seen as a purely commercial transaction into something more relatable and understandable.

Applying this principle to your business can take many forms, depending on your specific circumstances and goals. Here are some ways to incorporate the “reason why” technique into your marketing and sales strategies:

1. Seasonal Sales: If you’re running a sale during a typically slow period, be upfront about it. For example, “We’re offering 20% off all winter gear because we want to clear inventory for our spring collection.”
2. Limited-Time Offers: When creating urgency, explain why the offer is time-sensitive. “This deal is only available for 48 hours because we have a limited stock of these exclusive items.”
3. New Product Launches: When introducing a new product, share the inspiration behind it. “We developed this software because our customers told us they needed a more streamlined solution for project management.”
4. Price Increases: If you need to raise prices, provide context. “Due to increased material costs, we’re adjusting our prices to maintain the high quality you expect from us.”
5. Exclusive Deals: When offering special discounts to certain groups, explain the reasoning. “We’re offering a 15% discount to first-time customers because we believe once you try our service, you’ll become a loyal client.”
6. Overstock Situations: If you have excess inventory, be honest about it. “We overbought on these items, so we’re passing the savings on to you rather than storing them.”
7. Charitable Initiatives: When tying purchases to donations, explain your motivation. “For every purchase this month, we’re donating 10% to local schools because we believe in supporting education in our community.”
8. Business Hours Changes: If you’re adjusting your operating hours, provide a reason. “We’re now open later on Thursdays because many of our customers told us they’d appreciate evening hours.”
9. Loyalty Programs: When introducing or changing a loyalty program, explain the benefits. “We’ve revamped our rewards system because we want to thank our most loyal customers in more meaningful ways.”
10. Product Discontinuations: If you’re phasing out a product, let customers know why. “We’re discontinuing this model to focus on developing more energy-efficient alternatives.”

The key to effectively using the “reason why” technique is authenticity. While it’s a powerful tool, it shouldn’t be used to fabricate false reasons or mislead customers. The reasons you provide should be truthful and align with your brand’s values and mission.

Moreover, the explanation doesn’t always have to be complex or profound. Sometimes, simple honesty about business realities can be refreshing and appreciated by customers. For instance, “We’re having a sale because we need to boost our cash flow this quarter” can be surprisingly effective if it aligns with your brand’s straightforward communication style.

It’s also worth noting that the “reason why” technique can be particularly powerful in digital marketing. In email subject lines, ad copy, or social media posts, including a brief explanation can significantly increase open rates, click-through rates, and engagement.

Incorporating the “reason why” technique into your business communications can lead to increased trust, better customer relationships, and ultimately, improved sales. By providing context and explanations for your actions and offers, you’re not just selling a product or service – you’re inviting customers into your business’s story and decision-making process. This transparency and inclusivity can foster a sense of connection and loyalty that goes beyond the immediate transaction, creating long-term value for your business.