We can have fun with tenses, didn’t we?

When the prospect feels good about you and your product they buy, right? That’s nothing new.

What you may not know is that you can adjust how they feel by your use of tenses.

If you want them to feel the immediacy of the product benefits, write about it in the present tense.

But if you want to deemphasize disadvantages, their initial problem, or an objection, write about it in the past tense. Putting it behind them takes most of the power out of it.

The future tense is good for helping the prospect to feel how good they’ll feel once they own your product. If they really connect with that, you’ll have reduced the potential for buyer’s remorse. That’s referred to as future pacing.

If you want them to feel like they’ve known you forever, talk about your relationship in the past tense. That way when you come back to present tense, it seems like it’s already happened.

It’s not any more complicated than that. Fortunately, this pattern can be discrete enough that if someone catches you doing it, they might assume it’s a misprint… unless they know .

PS. The NLP Marketing Course is coming along. I’ve got an outline and the content I want to include. Next I’ll need to start recording and select some live examples. I’m building a list of websites so if you’ve seen something you’d like me to address in the course, feel free to leave a comment or email me.

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