in your life? I couldn't believe it either until I applied the "Power Pause" material myself here:   Do you remember the stupid beer commercial a few years back with the tagline "Why Ask Why?" Well, completely unknown to the ad agency -- they had almost stumbled onto a breakthrough marketing concept.   Telling people the reason why you are doing something is one of the most powerful influencers of human behavior.   Robert Cialdini, Ph.D. in his book "Influence: The Psychology of Persuasion" talks about an experiment by Harvard social psychologist, Ellen Langer, that concluded people like to have a reason for what they do.   Her experiment consisted of people waiting in line to use a library copy machine and then having experimenters ask to get ahead in line.   The first excuse used was "Excuse me, I have five pages. May I use the Xerox machine because I'm in a rush?" This request coupled with a reason was successful 94% of the time. However when the experimenter made a request only: "Excuse me, I have five pages. May I use the Xerox machine?" this request was only granted 60% of the time. A significant drop.   Okay now for the shocker.   It may seem like the difference between those two requests was the additional information of "because I'm in a rush", but that's just not the case.   Because in a third experimenter, the experimenter asks "Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?" There's no reason mentioned or new information presented, just the words "because".   This time a full 93% of the people said yes simply due to the word 'BECAUSE'! And it didn't even matter that there was no reason given. Just the word because triggered a magic response.     Using this psychological 'trigger' can massively increase your Marketing success. Max Sackheim, famous for the long-running ad "Do You Make These Mistakes In English" and originator of the book-of-the-month concept, says this: "Whenever you make a claim or special offer in your advertising, come up with an honest reason why, and then state it sincerely. You'll sell many more products this way."       And this powerful strategy works just as well today.   Using this secret weapon for a medical equipment company, I helped them produce a