Hi there, I hope you've enjoyed Andrea's videos that discuss Cialdini's book Influence: The Psychology of Persuasion. In this English for Marketing and Sales lesson, we'll further discuss one of these studies and the power of the word, because. This study is famously known as a Xerox machine study. Though, Cialdini refers to it in his book, the study was actually performed by Ellen Langer, a social psychologist at Harvard. First though, join me in a poll in answering if your parents ever did this to you. Did the pole results surprise you? In her study, Dr. Langer had people ask for a small favor while waiting in line for the copy machine at a library. When someone said ,excuse me, I have five pages, may I use the Xerox machine because I'm in a rush? 94% of those asked let the person cut in front of them in line. Though next question used was only this. Excuse me, I have five pages, may I use the Xerox machine? This time only 60% of those asked let the person move ahead in line. But this last question is what makes this study so interesting. When said, excuse me, I have five pages, may I use the Xerox machine because I need to make copies? 93% still let that person cut in line. But wait! The answer didn't even make sense. Of course, they needed to make copies. They were in line at a copy machine, for goodness sakes! What do these results tell us about human nature? Yes, that our parent's phrases of because I said so still give us reason to do something. When we ask someone to do a favor for us, we will most likely get a yes answer if we give a reason. And based on this experiment, it really can be any reason. It's the word because that made the difference. As Andrea already emphasized, this trick is not to be used to exploit or to hurt others. But it may help us be more aware when others are trying to persuade us. Also, when used in a positive way, adding because adds power to our words. What if I said, I am strong and healthy and I feel great? Okay, that's good for you Jenny. But when I say, I feel great because I'm strong and healthy, you have a reason now to believe me, or even to put a perception in your mind that I do look great, and I do feel great, or label me as the strong and healthy one at the office. Use this power word, because, to also motivate your employees. I like working here because everyone dresses professionally and takes their work seriously. Soon your employees will believe it as they start to dress less casually, come to work early, and make their days more productive. Your business and marketing will also benefit from giving reasons for the word because. If you're giving away something free or have an enticing offer, give reasons why you're giving it. Your customers will know that you are sincere and that it's not a trick. If you can't do something, or meet a deadline for a client, give an honest reason why. They will be more considerate. Let's learn how to form some of these sentences using because. Because can go in the middle or at the beginning of your sentences, these are called complex sentences and they have one independent clause and at least one dependent clause. More specifically the word because is a subordinating conjunction. However, that information may not be as an important as to know just how to form these sentences. Just remember, because is needed to glue these clauses together. Other popular subordinating junctions similar to because is, since. Because is easy to use as we've already seen. It gives us a reason, why. Look at the simple sentence with Sandy and Jake. When talking about the widget, Jake says, this tool is really powerful. How can we make this sentence more complex? We ask why is this widget so powerful? This tool is really powerful and as Jake continues, because it's able to mine data. There's your glue. We just joined those two clauses together. You can also use because at the beginning of a sentence. Because it's able to mine data, the widget is a powerful tool. Notice with because at the beginning, you now need a comma to separate your clauses. Also, when using because you may want to list many reasons. This will make your sentences too long. In English, sentences generally have only two and sometimes three clauses total. In business setting short and direct sentences work best. What are the takeaways from this lesson? Others will be more likely to say yes to a request if you give them a reason. Don't abuse this word. Rather use it to promote positive happenings in the workplace and in your marketing. If you're honest and genuine, others will respond. Because joins independent and dependent clauses and can be used in the middle or the beginning of sentences. Remember, your sentences should be direct and short. Only two and occasionally three clauses long. Glad you made it to this lesson of English for Marketing and Sales. See you soon.
