revisiting.. a tense situation
I started this blog in October 2007 and in one of my posts I shared my thoughts on how your sales letters should be written. Here’s what I said…
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.
I believe it is still as important to get your prospect to see themselves experiencing the benefits you describe – and it doesn’t matter if you are writing a sales letter or talking to them in a video or on audio – or even face-to-face.
Want a winning combination? Write in present tense and avoid passive sentences and you have a greater chance of getting those sales.
~ Carol Bentley
23rd March 2011 at 10:40 am
Ozio – thanks for pointing that out. It is an important aspect of NLP (neuro-linguistic programming) and is often demonstrated by asking you NOT to think of a pink elephant! Impossible!
18th March 2011 at 2:18 am
The way in which you present your information is strategic. Not only is choosing the appropriate tense important, so is the style of writing you choose. When writing copy to try to sell a product, service or giving away beneficial information, it’s important to write in a motivational way. Instead of using words like you will never feel pain again, try feel great. Using negatives, although still writing positive information, puts a negative connotation in reader’s minds.
7th March 2011 at 2:54 am
In my experience the mere promise of a guarantee makes people feel better. The mix of the present and future is a neat way to approach it.
Rob