Sep
11
Here’s a copy writing strategy (based on predicting the future) which can increase your response rates to your ads, websites even phone pitches.
Listen: Humans are terrified of the unknown. They prefer the familiar to the unfamiliar.
Often they will decide not to take action just because they are unsure of what’s going to happen.
What does this mean for you?
When you’re out running ads or asking people to call into your place of business from your website, or even getting them to punch in their credit card number, people’s fear of taking the step exists.
In some people it’s almost non-existent. However in others it’s a…
Chain holding them back from giving you cash
Here’s how to snap that chain.
It’s a technique called future pacing.
What you do is describe in detail what’s going to happen as soon as they do what you asked them to do.
Here’s an example:
Let’s say someone is trying to order a new golf club from the internet.
Here’s a future pace for their ordering experience.
“After you fill out the order form and click submit, an email will be sent to you within 15 minutes confirming your order placement.
The same email gets sent to Bill in shipping, who will immediately carefully package your club in three layers of bubble wrap so it’s not damaged in transit. It then gets put on our afternoon courier to the airport.
From there it will be overnight delivered to you in a box about the size of a golf club.
Within 2 days between the hours of 8 am and 3 pm, a courier will show up at the address you gave with your club. Someone needs to be there to sign for it. If no one is there you can visit the local Fed-ex to pick it up.
Take the club out and go hit some balls with it. If you’re not hitting it farther and straighter than your old driver or you’re not thrilled for any reason whatsoever then do this.
Take the pink slip (included in the box) and place the driver back in the box and hand the pink slip back to your local fed ex guy. It gets returned to us and we’ll refund your money as soon as the club shows up in our warehouse.
Any questions about your order can be called in to 1-800-345-7439 or email sam@golfclubs.com. You’ll get Sam’s friendly voice by phone or email either way and just tell her your concern and she’ll help you out right away. Thanks for your order.”
Whew!
A statement like that will bump up response huge because its eliminating unknowns and showing the scary future isn’t so scary after all.
Look for a post called “Future Pacing To Increase Lead Generation”, to book more appointments.
I’m off to walk the beautiful Vancouver seawall.
Peace.
