I didn’t know the two most important words to include in a post until I read Brian Clark’s post. I’m sure you all can guess what Brian shares with us? You guessed it—the two secret words to include in a blog post, ‘You’ and ‘Because’.
You is one of the most powerful words used in the English language because it focuses on an individual rather than a group, and ultimately people are self-absorbed. You grab the reader’s attention, as if you’re talking directly to them, making your argument more effective and convincing.
Because is another word that seems to have real power over the reader because it is compelling, specific and persuasive. It’s simply not enough to state something, you have to explain why. Brian illustrates the power of because through social psychologist, Ellen Langer’s experiment. In the three scenarios, Ellen asked people to cut in line to use a copy machine and got the following responses:
- Excuse me, I have five pages. May I use the Xerox machine
Result: 60% said OK.
- Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?
Result: 94% said OK.
- Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?
Result: 93% said OK.
It wasn’t until Ellen gave a specific reason to cut the line when people A. listened to her and B. actually said OK. If you want your readers to take action, using because is really important because it gives initiative.
So when you blog, use ‘you’ instead of ‘me or I’ because it makes your post more personal, effective and credible.