Author: Bob McClain, Web Copywriting Expert
When it comes to website copywriting, there is one secret word that can do more to aid sales conversion than any other word in the dictionary. But before I tell you the word, let me tell you a little story.
Dr. Robert B. Cialdini wrote an excellent book that I highly recommend for website copywriters called The Psychology of Influence. In the book, he described an experiment performed by Harvard social psychologist Ellen Langer. She was attempting to verify the idea that when we ask someone to do us a favor, we are more likely to get a positive response if we provide a reason.
