How To Future Pace Prospects
By Mike Jezek Copyright
2007 Mike Jezek. All rights reserved.
Professional
copywriters worth their salt know the importance of
writing lively, benefit-laden copy. They also
know that they need to be creating agreement in the
mind of the reader from the beginning of the copy to
the end. You want your prospect in a "YES"
frame of mind.
One of the best
techniques to do that is "Future Pacing." Here's how
this technique works. You start off pacing Mr.
Prospect, you state an action that he's already
doing or involved in and you start introducing
possibilities that keep advancing the idea of him
seeing himself with your product or service.
Probably the best way to understand this technique
is through an example.
Picture this: You’re
a sales person at a car dealership. You say to Mr. Prospect,
"Why don’t you sit
inside this Chrysler Concorde you’re interested in.”
And so Mr. Prospect sits. You then say, “Can you imagine
how it would feel to drive this beautiful car?
How the leather seats would snuggle close to you as
you make turns and take curves. And how great it
would feel to drive by the beach with your windows
down showing off your new car. Wouldn’t that be
great? I know I’ve done it with this car. It
definitely gets a lot of looks when you drive it.
Especially at the beach. You know with the
additional XYZ
sound system this particular Concorde has, it would be even
more fun driving this car with your stereo cranked
up to your favorite song. I love doing that,
don’t you?"
Did you see how this
language pattern made the copy more compelling?
It took you by the hand and gently led you from your
current state to the next state of seeing yourself
with the product, on and on until you developed a
strong sense of what it would be like to own said
product.
Keep in mind, the
human mind operates like a smart bomb. Give it
an objective a vision and the mind steers the person
towards that direction. It's the same concept
with future pacing. Let's take a look at another
example of this technique in action.
Imagine, you’re
marketing a portable air conditioning system.
In your copy, you can apply your future pacing in
the following manner: "This summer has been
especially hot. With energy bills rising it's
hard to keep as cool as you'd like. Luckily, you
don't have to suffer through this heat like you
are. That's because you can put our XYZ
system in your home and feel the cool air fill up to
500 square feet of your house in 5 minutes or less.
When the weather man warns of impending high
temperatures, you'll shrug it off knowing you can
flick the "ON" switch and in moments enjoy the
coolness of your rooms."
Did you notice how
the copy took the reader from his current state and
eventually took him to another state where he's
mentally turning the product on?
Future pacing can be
summed up in getting your prospects to picture
themselves going from their current state (agitate
it) and then involving them in the process of using
your product or service to solve their problems.
Lead them from pain to relief.
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Copyright 2007
- 2008. Mike Jezek
All rights reserved. Psychologically
Enhanced™ Copywriter