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 )