A discussion about business and marketing communications (or marcom).

If you haven’t heard this one, using the word “Because” provides context and context provides a framework for specific communication.  An example would be, “Please review this contract before we mail it out, because a mistake could cost us thousands of dollars.”  According to Robert F. Abbott, the idea behind “because” is to provide an explanation or rationalization for the request you’re making.  What this means is, the command or request is not just an arbitrary exercise of power on your part—it’s a reasoned request or command.  When I use the word “because”, I find that it’s used in the context of creating a need for the person or people I am addressing.