Future Pacing: How to Write Copy That Earns More

Whether you write copy (email copywriting, website copywriting, copy for Etsy or Amazon KDP listings or practically any other type) the goal is the same. Get your reader to take action.

Maybe that’s to sign up for your list. It could be to request a freebie. But at some point the ultimate goal is to make more sales.

When are people ready to invest their hard-earned money into whatever you’re selling?

When you show them legitimate hope for future success. That’s the entire premise of the future pacing copywriting technique in a nutshell.

Future pacing is all about helping your reader visualize and understand that they can accomplish the thing that your product was designed to do.

What is an example of future pacing copywriting?

You’ve probably seen sentences in copy that say something like:

Imagine how much better you’ll feel when you [use this product].
Imagine how the stress will melt away after you [complete this course].
Imagine a life where all your bills are paid and there’s a surplus in your bank account.

It goes much farther than just using the word “imagine” in your website and email copy. Let’s look at the inner workings of how to use future pacing in copywriting.

What to Include When You Write Copy Using Future Pacing

You’ll need three things to set up a future-pacing scenario in your copy.

1. A product/service designed to help people accomplish a goal/solve a problem.

There are tons of products/services that were designed to do this. Everything from gym memberships to medication to file folders to gloves to sporting equipment (like pickleball paddles!). I would venture to say that most products/services would work using the future pacing technique.

What things are generally not designed to help people accomplish a goal or solve a problem? Entertainment (movies, video games, etc.), food, candy, etc.

2. Knowledge of the goals/problems your target customers have.

In order to help your audience envision their successful future using your products or services, you have to know what they’re struggling with. You have to understand what they really want that just isn’t materializing for them right now.

For instance:

People don’t want a gym membership. What they’re really after is a body that is healthy and strong. To be looked at with admiration. To feel good on a regular basis.
Nobody ever said, “I’d love to swallow more pills!” People don’t want to take medication. What they’re after is reducing or eliminating the risk of any number of medical problems such as heart attack, stroke, broken hip… you name it.
First and foremost, people want gloves to keep their hands warm. But it’s a bonus to have gloves that also look good, feel good and meet personal beliefs (such as not being cruel to animals).
Pickleball players have no interest in spending money on more paddles just because. They want to play better. If you can show them that the paddle you are offering will help them play better than they are playing today, you will get their attention.

3. Specific language that positions your customer to consider what’s possible … to release hope that their goal/problem is no longer going to be an issue.

Phrases such as:

Imagine… (or just imagine, imagine for a moment, etc.)
Consider your future when …
Ready to …
Just think how you’ll …
What will people think when you …
Picture your life when…
Stop wishing. Expect …
Picture yourself …

Do you see what these phrases do? They invite and even release your customer to set their mind in motion while they meditate on the wonderful things that are headed their way.

That makes people excited and boosts their desire to give your product a try.

WARNING: Let me stop here for just a second and make a point. If your product or service does not legitimately offer a helpful, useful way for your customers to
succeed, do not write copy using the future-pacing technique.

Future Pacing Copywriting Examples

Email Copywriting

Once you finish this revolutionary new memory course, then you will never again forget the name or face of anyone important to you. – Eugene Schwartz

Eugene Schwartz is an impressive copywriter who created and used landmark copywriting strategies including future pacing. In this example, he adds a caveat of the customer finishing the memory course and overcoming the embarrassment of constantly forgetting names and faces.

___________________

How much more can you make from the products you’ve created from this point on?

Order today.
Watch it today.
Use your existing products/courses in new ways today.
See more sales starting tomorrow.

-Karon Thackston

The example above was from an email campaign for my How To Guide: 5 Ways to Double Your Sales Using Products You’ve Already Created training. (Use code DOUBLE to save.)

It highlights the steps students can take to quickly start earning more.

___________________

Can you just imagine how much time you’ll save when you don’t have to constantly create brand new products and courses to keep earning?

Making more from less… that’s the way to do it!

-Karon Thackston

The example above was also from an email campaign for my How To Guide: 5 Ways to Double Your Sales Using Products You’ve Already Created training. (Use code DOUBLE to save.)

It focuses on the time-saving, earning more benefits of the course.

Website Copywriting

While Beach Body usually writes copy that focuses on body, exercise, strength, etc., in this product they’ve added mindset.

I love the phrase “… help you high-five the person you see in the mirror.” Beach Body nails it. Isn’t that what everybody wants? To love the person they see in the mirror?

This psoriasis medication takes a unique approach to future pacing. Because medication companies can’t promise future results, they’re using past results to encourage action taking.

The point when you write copy using future pacing is to deliver hope. The hope of change. A vision of what is to come. A glimmer of something your customers can look forward to.

And that almost always leads to more sales.

Have questions about future pacing? Talk to me below!