Page 105 - ConvinceThemFlip

speak the language of the brain
element in this process. Have you ever noticed that your
brain finds it much more satisfying to process informa-
tion in a cause-and-effect situation than in a cause-only, or
effect-only situation? That’s because . . .
There you are. I could have finished my previous
comments before the word “because.” However, when
I introduced the word “because,” it seemed to lead to
something much more satisfying, to the logical fulfillment
of your natural curiosity, and it was offering the prospect
of a complete explication of
cause and effect. In other
words: When you do this,
that happens. How can we
use this to our advantage
when connecting in busi-
ness (or anywhere, for that
matter)?
You increase your
chances for compliance
if you offer a reason
why you want
something done.
“Because . . .”
Telling people the reason why you are doing some-
thing has a major influence on how they react to you
because, more often than not, people willingly comply
with requests when given reasons why they should. Ellen
Langer, a social psychologist at Harvard University, dem-
onstrated this in a study that set out to show that people
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