Were you aware that you can bend the illusion of time by altering how you reference time?
If you weren’t, you are now and you’ll be aware of opportunities to take advantage of this strategy from now on.
As with anything sold, there are pros and cons. If you want to highlight the pros, describe them in the present tense. If you want to deemphasize the cons, talk about them in the past tense.
Living in the present and talking about anything now gives it the most life and immediacy. This is where you want to talk about all the great things your buyer gets.
Conversely, you ought to address the drawbacks unless you want extra returns. You don’t have to make mountain of a molehill or unnecessarily scare anyone. Place it gently in the past when they’ve already successfully dealt with the issue.
Deep down, people buy things because they’re looking to feel better. Maybe it’s a dinner at a nicer restaurant or a new car. Help them feel good now by buying now. Talk about the good feelings they will have in the future right now. Help them imagine the pride of ownership or the better experience buying will eventually give them.
Perhaps you noticed how I used the technique in the second paragraph.
Here it is again now that you understand it:
You may have been listing benefits and drawbacks randomly before reading this article. Even so, you now know the best way to maximize those things. From now on, you’ll begin to see higher conversion rates and stretch your copywriting buck.
Let’s recap… put the drawbacks as far away in the past as you can. Highlight the immediacy of your benefits in the present. And talk about the future great results now too. Time is your friend as long as you recognize how it can help you.