29th Oct 2007
A tense situation…
The tense you use in your writing makes a surprising difference.
Present tense is so much more active - it breathes life into your sales letter.
Describe something as if your reader is experiencing it right now and it is easier for them to visualise owning whatever it is you are selling; whether a solution to a problem, a service or a product.
So should you always use present tense?
Absolutely not!
Let me explain…
Anything written in future tense is not so vivid; it’s something that may happen - but could just as easily not. And your reader may not see himself in that particular scenario. And there are times when you don’t want him to.
Here’s an example…
You write your letter or advert or web page describing the pain or problem he is experiencing; or the pleasure he is missing. You paint the glowing picture of the relief or joy or satisfaction or status he does have because he took up your offer. That’s how you want him to see himself.
Offer a guarantee and your prospect is ethically persuaded to take your offer; especially if you include a risk-free money-back guarantee. But you do not want your new customer to visualise himself asking for a refund. So you use future tense:
“If you are unhappy, for any reason, all you have to do is ask for a refund and we will give you your money back, no questions asked”.
In this way you are showing that asking for a refund is a possibility - but not a definite.
~ Carol
