I tell you why you need to tell me why…

It is fascinating to me the fact that some marketers still do not understand a cardinal rule of human behavior: people is more likely to do what you ask if you tell them why they should do it…

Now, I am sure many of you are now thinking "“Duh this is so basic that it i’s almost stupid". Please bear with me, I will show you that it's not that understood.

You can see it every day: messages saying "Make sure to specify our brand" or "Ask us about engine cleaning" or "Call for a free quotation on a steam carpet cleaning".

Why? Why should I do what I am asked for? People beg for reasons. Of course they should be reason based on truth: I do not condonete or condon the use of lies... I make now some imaginary examples:

"“The average engine, if left unclean, breaks down after 50,000 miles. Ask us about engine cleaning" now I am motivated, I see why I should do it.

"“The Federal Agency EPA says that your home carpet, if not cleaned by ultra high temperature steam, will host 1 billion parasite per square inch: they will contribute to make you and your family sick. Ask us about steam carpet cleaningÂ"

Sure sometimes there is no space: then make it ultra short "An “unclean engine do break down: we can clean it"."“Unclean carpets can make your children sick: we can steam clean them".

I finish the posting with a real life receipt got at the gas station: "Ask us about our service repairs". Why? Are they cheaper, faster, smarter, with longer warranty, made by more professional personnel, than others?

Till next time,

Mau in Austin