I absolutely believe in this article.  I use this concept daily.  It works.  Giving a reason for something validates it.  You do have to think about the reason your giving and the message it is sending, because the wrong reason can be disasterous to your attempt at generating a sale.  I work in real estate sales and using the "close out" reason for a sales price or incentive package is very effective, where I am pretty sure that a "going out of business" sale might back fire.

 

Reason/because is a good strategy, just make sure you are thinking like a buyer when you create the marketing campaign.