Future Pacing Moving Away Motivation

by Lou

Fear sells. Sometimes. If you spend too much time trying to scare your prospects, you could lose them. Still, a large majority of the population is motivated by a Moving Away strategy. You can inject a little negativity into an overly positive ad by using the following pattern:

How secure/safe is your/are you (SOMETHING THEY CARE ABOUT THAT YOUR PRODUCT/SERVICE CAN HELP)?

This is an interesting language pattern in that it presupposes something wrong with their current situation and of course affecting their future situation.

“How secure is your child’s education?”

“How secure is your computer?”

“How secure are you in giving effective presentations?”

How safe is your computer monitor?

Try this pattern on yourself. Think of something you care about. Now apply the pattern: “How safe is your beer supply?” “How secure is your house?” What’s your internal experience as you apply the pattern to your own life? Gets you thinking, doesn’t it? It will have a similar experience in your prospective customers.

You could use this pattern as a subhead and then go into how your offer will make things better or avoid the problem in the future.

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