When a stranger asked people waiting in a copy shop if he could go before them "because I have to copy something" no-one answered "well, duh, it's a copy shop!" but instead let the man go first.

Without the "because" clause? Not so.

"Because" signifies such a strong causal, rational relationship that even when the logic is far gone, our minds go like "well ... that made sorta sense, doesn't it?"

"... Because You Deserve It"

Handing reasons to a prospect on why to buy something is not easy, especially not in copy.

Because offers a natural way to play it broad. To tell the story. Which is interesting because...

"... Because You Can Hear The Difference"


  • "People care"
  • "Because people care"


  • "Money matters"
  • "Because money matters"


  • "Google knows search"
  • "Because Google knows search"

The statements with a because in it seem to matter more. They imply some sort of added value.

They form the end of a story.

Things have been brought to their logical conclusion.

Because words matter.

(If you liked this you might enjoy How To Write So It Matters )