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Better English 101
Tips For Communicating Better
Vol I, No. 12
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In this issue
-- THE POWER OF BECAUSE

In this short issue during the middle of the summer, we talk about using the word "because."

In the next issue when it's really hot, we'll discuss the power of the apology and provide some tips on the stand-up talks that we hate to give.

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THE POWER OF BECAUSE
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 You're standing in a long line to pay for your groceries. Which sentence do you think will get you through?

1. "Can I go ahead of you please?" Put on a really sincere face.
2. "Can I step ahead of you please, because I'm really late for my doctor's appointment?"

Using the word "because" will get you closer to 'yes' in almost any circumstance. Why? Because your request is followed by a reason, an explanation for the request. If the request is reasonable, then why not say yes?

The word refers the listener to some background, some circumstances, a framework related to the request.

It could even be a command...but a reasonable one: "Don't mention your grades until after dinner, because your dad needs to enjoy his meal."

And: "Smile, because it's easier then trying to explain why you're sad."

Robert F. Abbott says that many copywriters use the word with great success. He himself uses it on the homepage of his newsletter.

According to Abbott, using this powerful word enables him to make a connection between an action and a consequence of that action. For example, "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.

Abbott points out also that the word "because" could be implied or implicit. Try "Wear a helmet when you ride your bike, so you won't injure your head if you fall."

You can view this powerful little word as an extension of the formula that says your organizing idea should be followed by supporting material. The word "because" supplies the supporting material for the main idea of getting through the line or of not mentioning grades or of wearing a helmet.

Often I find myself explaining my preferences in the office with, "because it looks more professional."

On the fun side, when you use those words beginning with "because," you are forming an independent clause. That means the clause can stand by itself. It could be a sentence itself.

So the engineer who declared, "The fasteners shall not be sandblasted because of corrosion," did not follow our rules. You can't make a sentence out of "because of corrosion."


Best wishes,
Barry Beckham


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