Using future pacing in your copy could help you cut through all the noise on the internet.
Let’s look at this question for example:
“If you could wake up tomorrow with significantly more positive, focused energy to invest at work and with your family, how significantly would that change your life for the better?” – The Power of Full Engagement by Jim Loehr and Tony Schwartz
Can you see how the authors made you imagine a future scenario? It might’ve made you think of a better life for yourself.
When you use future pacing techniques in your marketing, you’ll make a lot of prospects feel good. In return, you could get more people to buy from you without too much effort.
Isn’t that what any business owner would want?
Because the secret to engaging writing is grabbing people’s attention and then holding it.
That’s what we’re going to show you how to do today. Below, we will discuss how to use future pacing in your copy to capture your audience’s attention.
You could even become the best at selling and persuasion by the end of this blog.
Paint A Picture In The Headlines
Headlines are the most important element of your persuasive copy.
Without a great headline, your readers won’t be interested in what you’ve written in the rest of your content.
This might be simple advice, but it can be hard to do. Since you only have one chance at the headline, you’ll have to get it right the first time.
Otherwise, the first sentence of your sales page won’t matter. The same goes for the second sentence and so on.The only goal of the first sentence is to make the reader want to read the second sentence. Click To Tweet
Finding the right headline could take you the same amount of time as writing the body of your copy. It’s that critical.
David Ogilvy, known as the “Father of Advertising,” said, “On the average, five times as many people read the headlines as read the body copy.”
Even though the headline is the first thing people read, you could think about it at the last step of writing copy. You might even have to walk away from your copy to think of fresh new ideas.
One way to help you with creating great headline ideas is by using future pacing techniques.
If you’ve been following Dan Lok’s YouTube channel, you can see examples of headlines that make you click.
Some of the videos he publishes have to do with life, relationship, and business advice. So to get more viewers to see his videos, he uses future pacing in some of his headlines.
When you can see yourself as the person Dan Lok describes you can be, you’ll want to see more related videos.
How To Use Future Pacing In Your Headlines
You can start off your headline by painting a picture in your prospect’s mind like these:
“Imagine what it would be if you had….”
“Just picture yourself for a moment having or doing [something desirable]”
The trick to an engaging headline is to think of the benefit your prospect will gain after they buy from you.
You can keep in mind these factors when you’re using future pacing in your copy:
- Start with the words “Imagine” or “Picture Yourself”
- Point out a specific time in the near future
- Share the benefits of your products or services
Can you see how you can create a pleasant picture for your prospects now?
Your goal here is to evoke desire and have them imagine a perfect life. That’s how you will be able to capture their instant attention to continue reading more.
It’s going to take some practice knowing how to get inside of your prospect’s mind to find out what their desires are.
So you might need many tries of tweaking your headline until you test and see the best results.
Imagine Yourself In Their Shoes
Future pacing is all about understanding how your prospects feel.
You’ll have to acknowledge where they are in life and where they would like to be in the future. Only then will you understand the type of results they’re looking for – which you can sell to them.
As your prospects read through your copy, they are looking to feel emotions. They want to know that someone cares about their situation and that they feel important.
Before you can sell anything to your prospects, you’ll have to imagine yourself in their shoes first.
What are their deepest desires? Or their biggest fears? And what keeps them up at night?
Your audience could be in any of these positions if they…
- Have never heard of your products or services before.
- Heard of your services and are now considering it.
- Bought your services before, and they want to take it to the next level.
- Are content with where they’re at in life right now and don’t need your services.
So before you take the next step to sell to your prospect, you have to know what position they are in. And once you know what goes through your prospect’s mind, you will understand the language they speak.
They’ll be nodding “yes” while reading your whole copy because they feel you understand them. And once they feel understood, they’ll trust you.
Steve Jobs, the founder of Apple, said, “Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”
Because you know what your customer wants, you’ll be able to sell them on their dreams. You can invite them to imagine themselves in the shoes of who they want to become.
Future pacing is like giving your prospects a taste of how their life will be like after they buy. It’s like giving them a free sample instead of hard-selling your products.
Only a few businesses do this. So if you do, you’ll have a competitive advantage. Prospects will likely say “yes” more when they feel good before buying from you.
Walk Them Through The Process Step-By-Step
The best feeling to give to your prospects is confidence.
If they can’t see the growth in themselves, how can you expect them to buy anything from you?
Remember, they have to feel good about what they’re buying. And you can do this in your sales copy without sounding pushy or slimy when selling.
All you have to do is walk your prospects through a step-by-step process. You can show them what it’s going to be like after they buy from you.
When you’re being transparent, prospects will gain confidence in the right decisions. That’s because they can see the exact direction they’re heading to for success.
The last thing you want to make your prospect feel is uncertainty. You don’t want to scare them away and lose their trust immediately.
But when you take the time and effort to hold their hand, they’re going to feel confident every step of the way.
So tell them what they can expect as soon as they buy. When you have a plan laid out for them, they will most likely have no problem following it.
What’s even better is that they’ll be more motivated to take action right away. This could lead to them getting results faster and bringing you amazing testimonials.
They’ll feel more certain than ever before and will likely recommend you to people they know.
Eliminate Objections From Your Prospect’s Mind
If you want to avoid any objections, you’ll have to solve your prospect’s pain points first.
To achieve that, you’ll need to help them imagine a specific time in the near future. After all, it’s called future pacing for a reason.
What you should do is to get your audience to focus on their long-term results. You need to give them a reason to buy sooner instead of later.
The truth is, people aren’t thinking ahead of themselves when they’re shopping around. They’re looking for immediate results only.
Think about it.
We visit the grocery store after we run out of food in the refrigerator. We don’t buy nonperishable foods to prepare for earthquakes.
So if you do your part in future pacing prospects, they’ll likely buy from you because it’ll benefit them in the future.
You can convince them why they need to buy now so their future will be better. They’ll see more value in what you’re selling.
When prospects see how valuable you are, they will have little to no objections. When you can solve their pain and fear, you’ll be answering most of their questions. This will especially keep them from surfing around in the marketplace.
It’s also important to note that you can’t be promising benefits in years down the line. You have to make it believable. It has to be in the immediate future since they want to see results as soon as possible.
Here are some examples of what you can say:
- “Imagine, 3 days from now, you will start converting more sales.”
- “1 month from now, you can become a professional at what you do. People will see you as an industry leader and you’ll be the go-to expert.”
- “A year from now, your online business could achieve more than what you thought possible.”
- “Can you imagine how it will feel to live inside this beautiful house?”
- “When you join our fitness program, you’ll lose 20 pounds of belly fat in 3 months.”
The more benefits in your copy, the more belief your prospects will have. They’ll end up feeling good about their long-term results.
Reinforce Decisions By Making It Urgent
Reminding your customers that they’ve made a smart decision is key.
You want them to feel like they’ve made the best choice to level up their lives. So it doesn’t hurt to remind them how urgent your offer is.
You could say something like:
“You’ve made a smart decision for buying this now because it might not be around tomorrow.”
People love to know that they’ve won. If you can make your offer feel exclusive to them, they’ll feel lucky to have the opportunity to buy.
It’s going to make them feel they’ve found a one-of-a-kind offer they can’t get anywhere else.
When was the last time you remember feeling great about something you bought?
Black Friday deals are a good example of this. When you’ve found a rare deal you can’t get anywhere else, you’ll be happy to spend money on it right away.
You might not even think twice about pulling out your wallet either. And people who missed out on the deal aren’t as lucky as you are.
“Making your prospects feel like they have an exclusive membership in a club makes lead generation a positive customer experience.” – Eric Bower
This is something that Dan Lok demonstrates in most of his programs.
As you know, Dan wants to keep a high-level global community full of like-minded people. If he accepts just anyone into his programs, the quality wouldn’t be the same.
That’s why he’s selective in who he wants as a mentee. And his programs are only available a few times a year. So if anyone wants to join, they’ll need to act fast before the first training starts.
Reward Your Customers For Taking Action
Future pacing doesn’t stop once your prospect becomes your customer.
If you plan on selling more products or services in the future, you’ll need to keep a good relationship with them.
You still have to acknowledge where your customer is at and recognize where they would like to be.
Even if they’re not at their goals yet, you could still future pace your customers. All it takes is more of your persuasive skills.
To do this, you’ll have to commit to the future outcome. This means you’ll need to keep up with communicating with your customers.
For example, you could congratulate your customer’s completion of your online entrepreneur training.
Doing this will make them feel you’re celebrating them being closer to their goals. When you can support them as much as possible, they’ll look forward to seeing more from you.
Here are other examples of how you can acknowledge customers:
- “That will be a smart decision.”
- “That would be a huge milestone for you.”
- “That will make your loved ones proud of you.”
These short phrases of acknowledgment could make a huge impact. They’re ensuring your customers that they’ve made the right choice choosing you.
At the end of the day, you don’t want to sell to your prospects. You connect with them instead and help them by making their lives better.
When you achieve a strong bond with your customers, it’ll be hard for them to turn to other competitors. They’re happy with your relationship and find value in your services.
Once you lock in your customer’s trust, your next step is to keep delivering the value they deserve. You’ll become irresistible in the marketplace.
Future Pacing Copy That Converts Your Prospect’s Life For The Better
Future pacing your prospects could help you speed up their buying decisions.
When you can paint their dream within your copy, it’ll be hard for them to say “no” to you.
What’s even better is that you don’t need to hard-sell your prospects or sound desperate for the sale. Instead, you’re giving them a small taste of how their life could look like when they buy from you.
If you invite your audience to imagine how they want their lives to be, you could be solving a lot of their problems.
Not a lot of businesses do this. So if you use future pacing in your copy, you’ll have a competitive advantage.
Prospects will see how different you are from your competitors. And when you walk them through a process, you can immediately gain their trust and confidence.
Confidence is the most important feeling to have when connecting with your customers. This can lead to long-term results and a rock-solid relationship.
When your customers trust you, it’ll be easier for you to sell them almost anything in the future. They’ll see that you acknowledge them and feel you care for their success.
That’s what great customer satisfaction should look like. The buying experience should be something they can talk about to other people.
If you want more future pacing techniques, you can dive deeper into the art of copy. Dan Lok’s High-Income Copywriter™ program could be something for you.
Not only will you get Dan to guide you, but you’ll be learning how to sell your offers within weeks. You will immediately learn how to write copy that is working in the marketplace right now.
With the written word, you can use the power of persuasion in all aspects of your life. You can convince anyone to change their mind, pay you more, or give you what you want. But be careful to only use this power for good.