Practical Sales Training™ > How to connect with your buyer > The Because Effect

What is it?

The Because Effect is an adaptation of The Path of Least Resistance. In this case we are “doing the thinking” for the client.

Why does it work?

It works because when a client is presented with reasoning for why they should buy a product or service, they are likely to use and favour this argument as the “thinking” has been done for them.

How can you use it?

The Because Effect works very well in FAQ or objection handling scenarios. By presenting the case “because” you can counter objections before they occur. That’s why we suggest using this method in your copy – because it can open and close client objections in a single sentence.

Example:

A meal delivery service writes on its sales page:

“Most people struggle to eat healthy because they don’t have the time to plan meals or shop for ingredients. That’s why we send you chef-prepared, healthy meals – because your time is better spent enjoying life, not cooking.”

Here, the use of “because” not only explains the reasoning but also positions the service as the obvious solution by doing the thinking for the buyer.

See also