3 Vital Marketing Lessons From The Wizard of Oz

Content marketers, article writers and copywriters have similar aims at heart when they put pen to paper (or fingers to keyboard). Their aim is to write persuasively enough that their readers will take a specific desired action.
Though financial reward is often assumed to be the ultimate aim of their persuasive talents, a call to action can be as simple as a request for a website visitor's name and email.
Regardless of whether it's to have guests reaching for their wallets, or to surrender their contact details, it is necessary to demonstrate value and exert influence.
The power of three is an often quoted copywriting technique used to influence readers. It seems that we humans are suckers for the mystical number and find some sort of feeling of completion when we encounter any statements made in groups of three.
But, there is a trilogy of words that are vital to any sales letter. In a world that seems determined to discover its identity, and self help books sell in their billions, we need to appeal to the masses who are seeking their Why. Just like the kid's rhyme, the answer is "because, because, because, the Wizard of Oz."
Every benefit needs to answer the "so what" question your reader is asking of your sales letter's key points with an affirmative "because" in triplicate.
It's not enough to say for example, "This car will save you money and save the environment," without following up with-

1. because it's super cool new engine prototype runs on water, so there will be no more destruction of the world's resources to fuel the motor trade (pardon the pun).
2. because these cars run on water, everyone can afford to run one.
3. the massive rise in demand for these cars means the manufacturer can employ thousands of people who would otherwise be out of work

It's not difficult to see that by taking one question, "what's that to do with me?" and answering it with three "because" statements, we are avoiding the cliched idea of passively tuning in to a reader's "why" and actively telling them why they should care.
Being proactive in foreseeing our audience's resistance to our message and creating a clarity around our message by breaking it into shorter, more targeted benefits, helps create a compelling rule of three.
Next time you need to write a sales letter or persuasive article, try asking yourself "so what?" After every benefit you list, and answer it with three "because" statements.