Future Pacing
Eugene Schwartz was one of the top direct response copywriters of the 20th Century. His space ads and direct mail letters sold hundreds of millions of dollars worth of products.
What made Schwartz so successful?
One factor was his excellent grasp of persuasion techniques. A tactic he used with great effect was "future pacing".
Future pacing paints a positive picture in your prospect's mind of what the future will be like after he buys your product.
As an example, here are three paragraphs from Schwartz's copy for a memory building product. Notice how each one describes the future benefit of using the product ...
"You will take any popular magazine you wish -- one that has, for instance, 60 or 70 pages. You will study the magazine once, and perform a simple trick that burns each one of the pages into your memory ... You will hand that magazine to a friend -- turn your back and ask him to call off any number of pages he wishes, in any order he chooses. And ... you will tell him instantly -- not only the editorial content of each page, but the very advertisements that are placed next to them."
"Once you finish this revolutionary new memory course, then you will never again forget the name or face of anyone important to you."
"Once you learn this simple technique, then you can memorize anyone's telephone number (including the area code) in as little as thirty seconds flat, and never forget it as long as you need it (even if you carry as many as 50 or 100 of them around in your head)."
The entire ad can be found here:
http://www.copywriting1.com/Eugeneschwartz.pdf
To improve your ad's response, use future pacing.
Alex
What made Schwartz so successful?
One factor was his excellent grasp of persuasion techniques. A tactic he used with great effect was "future pacing".
Future pacing paints a positive picture in your prospect's mind of what the future will be like after he buys your product.
As an example, here are three paragraphs from Schwartz's copy for a memory building product. Notice how each one describes the future benefit of using the product ...
"You will take any popular magazine you wish -- one that has, for instance, 60 or 70 pages. You will study the magazine once, and perform a simple trick that burns each one of the pages into your memory ... You will hand that magazine to a friend -- turn your back and ask him to call off any number of pages he wishes, in any order he chooses. And ... you will tell him instantly -- not only the editorial content of each page, but the very advertisements that are placed next to them."
"Once you finish this revolutionary new memory course, then you will never again forget the name or face of anyone important to you."
"Once you learn this simple technique, then you can memorize anyone's telephone number (including the area code) in as little as thirty seconds flat, and never forget it as long as you need it (even if you carry as many as 50 or 100 of them around in your head)."
The entire ad can be found here:
http://www.copywriting1.com/Eugeneschwartz.pdf
To improve your ad's response, use future pacing.
Alex
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Pusateri -
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RickDuris -
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