✅ Copywriting
Small asks need a because. Big asks need a real one.
In Ellen Langer’s 1978 copier study, 60% of people let a stranger cut the queue when no reason was given, and 93% did when the reason said nothing (“because I have to make copies”). When the favour grew to 20 pages, the empty reason did nothing (24% either way) and only a real one helped, lifting it to 42%. On small asks, any because works; on big asks, the reason has to be one the reader actually cares about.