How to Use Future Pacing in Your Copy to Inspire Action

By Linda Melone

January 21, 2021


Imagine tomorrow morning… you wake up… stumble into the kitchen.

You barely slept. This launch has been keeping you up at night.

You pour yourself a cup of coffee.

You’re still half awake when you open your laptop. 

But then you check your email. Wait, what??

Subject line after subject line reads: 

                         Your morning looks like…
  • Sale notification!
  • Sale notification! 
  • Sale notification! 
  • Sale notification! 
  • Sale notification!  

Ka-ching! Ka-ching! Ka-ching!

It’s only the first day of cart open and you’ve already doubled your sales from your entire last launch! And you know it’s because of the new high-converting copy you used. 

How would you feel starting your day like this? 

Ahhh… Let’s all absorb that awesome feeling for a minute. 

That, my friend, is called future pacing.

This copywriting technique borrowed from neuro-linguistic programming (NLP) lets your audience visualize their new future with your product and live in it for a minute. 

Asking readers to create a picture in their mind of how the benefits of using your product or service will  feel helps them take action faster.

It focuses on expectations and helps you find common ground with your readers. 

Whether your offer is a product you sell, a new procedure or service, future pacing persuades people to imagine themselves already experiencing the benefits.

It’s powerful because it works on emotion, which is how we all make decisions. 

Here’s how and when to use it in your emails or copy:

An example of a format:

Imagine, X days from now, [what they can do]… 

So if you sell a weight-loss or fitness product, this may work:

“Imagine 30 days from now, putting on your skinny jeans and zipping them up easily…”

You then lead into your offer and how this can be a possible scenario for them.

You can also use future pacing in a negative way to inspire action. 

What may their life be like if they don’t take you up on your offer?

Picture yourself three months from now. You’re working harder than ever with nothing to show for it. If only you’d started that exercise program back then you’d be proud to wear that tank top.

It’s not too late… etc.

This negative visualization often packs a more powerful emotional punch than the positive.

Is it manipulative? Not at all. Assuming your product or service can deliver on what you promise, you’re simply helping them make a decision that can improve their life in some way. 

Then, of course, finish with a call to action: click here! contact me today, etc.

Try it in your next email. Let me know how it works for you.

In the meantime, here are a few other posts you may enjoy:

6 Ways to Boost Website Conversions

3 Email Writing Mistakes that Turn Off Readers

Are You Making These Costly Copy Mistakes?

Write on!

 

P.S. Contact me for personalized help with your website copy or emails at Linda@LindaMeloneWrites.com.

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