Reason Why In Copywriting And Life

From the desk of Razvan Rogoz
Dear friend,

A key word you need to remember in your life is “reason why”. This defines a reason for doing something, a reason why it is true, a reason to believe it. Now, reason why is very important in copywriting since every claim must be backed up with it. If I say, “we are the best”, then I must add a “reason why” we are the best (won sales award in 2012 or so).

Most people ignore the idea of reason why. They forget a thing. Your prospect is skeptical and while he is interested in buying, there are several options for him. When it comes to buy, the first consideration is how much he feels this is he going to solve his problem. However, if all appeals are equal, the copy with the best reason why wins.

Reason why is not just a part of copywriting. It is a part of our own psychology. For example, let’s say that you have a kid and comes to you to ask for $50. He’s not going to say “Please give me $50”. He’ll instead explain why he needs it and then ask it from you.

This concept, of justifying something, especially a claim, is built into our own language. It is how we operate and we operate this way for a good reason. It works.

Today, we are covering “reason why” as a self-improvement tool.

You see, in theory and in practice, you can’t do something without having a reason for it. Every action leads to a reaction. When you do something, you are doing it because you are anticipating the effect.

So the things that you don’t do, the ones you procrastinate on, are usually the ones that do not have a strong reason why. You know why you should shower or drink water. You need to shower because you’ll feel clean (carrot) and you’ll avoid the humiliation of stinking (stick). You drink water because it makes you feel good and you avoid being thristy.

The difference between average people and successful ones are the reason why they have in their lives. A person that works 100 hours per week has a strong reason why to do this. A person that spends 40 hours a week watching TV also has a strong reason why.

So, as you may have guessed, you need to come with a strong reason why for the things you want to be doing and reason why for not doing some things. Let me give you an example. A reason why, actually, several ones, for not smoking is the risk of cancer, addiction, financial investment, the fact that you’ll eventually burn your clothes and so on. The more arguments you have, the less likely you are to do it.

There are two main types of “reason why”. These are mental and emotional.

A mental one makes sense but it is mediocre in power. It is like saying “I must complete this blog post because I want to express my thoughts to like minded people”. It works but again, it is not that great. An emotional one is saying “If I write this blog post, I will attract like minded people like before. This will bring new amazing contacts into my life and I will be surrounded by people I like and admire. This will make me very happy”.

Do you see the difference? It makes me feel something, it engages my emotions and it is stronger than a simple mental one.

Most of the bad things we do are for bad reason why. When we fight, we have a reason why. However, this is fully emotional. Love is based on reason why, at least romantic love. The reason why is intimacy, being appreciated, sex, closeness and so on. If you want to simply prove this, take away these things or even a few of them from two people and call it love again. It will be not, it will be platonic at best.

Procrastination is nothing more than not having a strong reason why. Actually, your entire day is a battle between reason why. Do you have a better reason why (emotional) for watching TV or for going to the gym? Do you have a better reason why to spend time with one person vs. another?

Actually, since most actions do not carry imediate feedback (for example, I may benefit from this blog post six months into the future), having a reason to do it is the only reason why you’re doing it. Why would someone else train six months, one year, several years to get a gold medal at a sport? Because he knows that if he does, at one point, he’ll get the medal (rational). And with that medal, then the recognition, admiration, a lot of open doors, money, self-esteem, pleasure, etc (emotional) will come.

I wish there were more to human psychology but the essence is this – we do things because of the reasons we do things. Nothing less, nothing more. There are actual considerations to take like competence, self-image, etc but when you put these asides, it comes down to answering the question …

“What is my reason for doing this?” and answering it both on a rational and emotional level. If you can do this, then you can sell, you can sell yourself on a idea, you can get outside of your comfort zone and you can make quantum leaps into your own life. Since growth is nothing more than doing things that you were not doing before and getting good at them, finding a good reason why for doing those things is the first step towards growth.

That’s about it for today. Let me know what you think. Do you have strong reasons to do what you need to do in your life? Please let me know your thoughts and comments below.

Best regards,
Razvan Rogoz

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