Some Internet entrepreneurs has reported that they have tested the use of “because” in their advertising copy and found it worked. The word “because” helps because it pushes the reader to make a connection between an action and a consequence of that action. Here’s an example that Robert Abbott uses, “Wear a helmet when you ride your bike, because it will help you avoid head injuries if you fall.” In this case, wearing a helmet is the action; avoiding a head injury is the consequence. He adds another thought: the word “because” does not always have to be explicit. It can be implicit or implied, as in “Wear a helmet when you ride your bike, so you won’t injure you head if you fall.” So there you have it, the words that use to be a no no are now words that are meaningful in both verbal and written business communications to help you effectively communicate with your target audience.
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