The Power of Because - 3 Tips For Authors

I am finally getting around to reading a book that has been at the top of my list for a few months, Cialdini's Influence, The Psychology of Persuasion. I am about fifty pages into it so far and can already count it among my favorite books. I will post a review of it in the next week or so, but wanted to share one of the principles from the first chapter with you.

Cialdini notes in the first chapter, Weapons of Influence, that "a well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason." He cites a study by Harvard social psychologist Ellen Langer that demonstrates the power of because.

Langer conducted a study by attempting to cut in line at a library to use a copy machine. When the phrase "Excuse me, I have five pages. May I use the Xerox machine because I'm in a rush?" was used the success rate was 94%. However, when no reason was given and the subject just asked "Excuse me, I have five pages. May I use the Xerox machine?" the percentage dropped to 60%.

By itself, this is interesting but not really that surprising. The fascinating piece of the study is the third phrase that Langer used. The subject said, "Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?" Note that there is no information added to this phrase; the purpose is simply restated with the word "because". You would naturally expect this to be closer to the 60% success rate, but it was 93% effective.

The simple truth is that if there is a reason for something, almost any reason, then people are more likely to respond the way we would like them to. "Because" is a powerful word and one that can be utilized wisely by authors selling their books. Here are three easy ways to incorporate this piece of psychology into selling books.

1. Know, and say, the reason why people should buy your book. You should buy my book because . . . 


2. When you are writing your book, keep this principle in mind as well. What makes your book different from others? Have you stated the reason for that clearly and succinctly?


3. Use "because" in your print advertising. Whether it is on the back of the book, online advertising, or print advertising the word "because" can convert interested lookers into readers (and potential fans).

You should use these tips because they will help you sell more books. Also, pick up a copy of Influence, The Psychology of Persuasion. It is excellent material.

Read This Before Our Next Meeting - Review

Read This Before Our Next Meeting reads like a dozen expresso shots being added to your morning coffee. The author definitely takes his own advice and does not waste the reader's time with chitchat or useless information, and I will try and do the same. 

1: The Modern Meeting supports a decision that has already been made. Make the decision to buy this book, just use this review to help you figure out why.

2: The Modern Meeting starts on time, moves fast, and ends on schedule. T-minus 480 words left . . .

3: The Modern Meeting limits the number of attendees. Buy it if you have meetings (business, church, charity, school, etc). Don't buy it if you don't (but you should - go participate).

4: The Modern Meeting rejects the unprepared. Buy it, or download it for free on Kindle in the next 7 days. It will give you the nuts and bolts, its up to you to actually do the work.

5: The Modern Meeting produces committed action plans. Buy it, its cheap. Then read it.

6: The Modern Meeting refuses to be informational.

7: The Modern Meeting works only alongside a culture of brainstorming. Keep meetings short, but add creativity boosting sessions to your work schedule. Concise, but really good, information on brainstorming.

Highly Recommended, go buy it. Meeting adjourned.

Divine Appointment - Lucid Books Spotlight

Published in May of 2010, Anita Wood's Divine Appointment is a powerful story of God's providence. 

It chronicles the humble beginnings of two people who met and submitted to God's direction for their lives. Their choices and decisions took them farther along the path God designed. Dick (through journal entries and other writings) and Anita write to convey God's movement in their lives through this chronology, Divine Appointment. Their biographical account traces life experiences that brought them to the Trinity River Bridge one cold Wednesday morning, 1989. On that bridge their lives intersected with a dead, mangled man. There, God prompted Dick to pray a miraculous, life-saving prayer for Don Piper. His book, 90 Minutes in Heaven, is the story of Don's miraculous return to life after the fatal accident. Coincidence did not intersect three lives that day, God did. When Dick and Anita happened upon the horrific accident scene, it was God's Divine Appointment, orchestrated by His hand.

Some of the reviews on Amazon since Anita's book has been published include:

"Unlike Don Piper's book, this is not a story about heaven. It's a story about the things we go through during our journey on this earth. . .and how those things can shape us into faith-filled history-makers. And I dare say, it's worth the price of the book alone just to get the bonus feature at the end of the book. Dick's "sermon" (really more of a life message) sent shivers down my spine. Wow!"

"What an amazing and inspiring testament! I am so thankful that you felt compelled to share your experience. Your faith touches us all. May God continue to bless you and your ministry."


Lucid Books Spotlight features books published by our publishing company, Lucid Books.