Photo by Evil Erin
Ever been told to go to bed when you were a kid? How about having broccolis stuffed down your throat? And the countless nights you were not allowed to go out and you ended up being the “lame one”?
It’s frustrating right? Having to do something without knowing why. If only parent have known the power of reasoning.
Yet we are regularly doing the same thing to our customers.
For everything that happens, you have to have a reason as to why it happens.
How many times have you give something for free without a reason?
Did you let your readers know why you are charging such a low price for your product? How about why you are even sharing techniques that are already making you money?
Did you inform your customers why you are offering such top-notch customer service? How about why decided to give them a surprise bonus?
Do you have reason why you are writing free content? Do you provide a reason every time you have a discount, or do you just put up signs of “Summer sale”?
Why Reasoning is Important
A reason satisfies our logical mind.
Our emotions might desire a push-button get-rich-overnight kind of business promise, but our logical mind would interrupts and say, “If something sounds too good to be true, then it probably is.”
Yes, people buy on emotion but they justify the purchase on logic. A reason neutralizes cognitive dissonance, a phenomenon where, when they are two conflicting thoughts in your, you make up justifications to prefer one over another.
A reason allows a person to make sense of the situation. Or in this case, allows a buyer to make sense of the purchase. And thus doing, in my tests, increases conversion by 67%.
Is that enough reason for you to include a reason for everything that you do?
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