The most powerful word in sales isn’t “free.” It’s “because.”

Hey,

Most content relies on triggers like:

• Scarcity
• Urgency
• Social proof
• Reciprocity

All solid. Also all shallow if you don’t back them up.

The strongest psychological trigger IMO is causality.

People don’t just want to know what.

They need to know why.

“Do this.”
vs.
“Do this because…”

“Because” taps into our brain’s default setting of constantly looking for meaning. For logic. For story.

The word itself is a signal:

“This action has a reason. There’s a payoff on the other side.”

Here’s how to use it in your copy:

1. Add 'because' to your CTA
Bad: “Book a call.”
Better: “Book a call because your funnel is leaking $10k/mo and you know it.”

2. Tie your feature to a result
Bad: “We offer async video feedback.”
Better: “We offer async video feedback because it saves you from 13 back-and-forth emails.”

3. Use it to disarm objections
Bad: “This course is only open for 48 hours.”
Better: “It’s only open for 48 hours because we give 1:1 support and cap enrollment.”

“Because” turns what you’re saying into why it matters.

Use it well.

—Blake

Want a personal session with a 10-year pro to help your content convert more?

For a limited time I’m offering 30-minute consulting sessions to founders, indie hackers, and marketing leaders.

We can chat about:

• Landing pages

• Website funnel

• Content strategy

• Specific copy

• Ghostwriting

• Something else