One of the things I see creatives slip up on when writing their website copy is lacking in copywriting techniques. Copywriting techniques are methods and tools to make your website copy more persuasive, engaging, and impactful. While they might sound scary, I promise you they’re not! Once you’re aware of these language hacks, you’ll have fun implementing them across your website copy, social media copy, and email newsletters.
In this blog post, I’m sharing one of my favourite copywriting techniques. It’s one of the most persuasive tools in your writer’s toolkit, and it’s a lot of fun to write. Because, ultimately, this copywriting technique means you get to put on your fairy godmother dress and make your dream client’s wishes come true.
How this persuasive copywriting technique works
Part of your copywriting strategy needs to be showing your dream client what their life will look like after investing in your services. Remember, they’re investing in you to overcome a frustration (wedding planning has become a second job) or move towards a desire (being fully present at an intimate countryside wedding with their loved ones).
Your website needs to prove to them that you can make this their reality by using vivid imagery to share their future experience. This technique is called future pacing.
For example,
Instead of saying, “You’ll look back on your wedding photos with a heart full of love”
Tell your dream client, “These are the photographs you’ll flick through with your grandchildren on your knee, their eyes wide with wonder while you’re overflowing with heart-tingling gratitude.”
Instead of saying, “Working with me means you’ll be fully present on your wedding day”.
Tell your dream client, “Walking hand-in-hand with your soulmate, you’ll enter the next chapter of your love story. Surrounded by serene beauty, cocooned by the love of your family and friends, and with feet firmly planted on the ground so that you can savour every moment.”
Instead of saying, “I’ll create awe-inspiring florals for your wedding day”.
Tell your dream client, “Because we know your bouquet is more than a selection of flowers. It’s your best accessory, a precious part of your bridal look, and a deeply personal touch that makes you feel like you as you radiate down the aisle.”
In these examples, we’re painting the picture of a potential future and tethering this possibility to the services you provide.
How to use future pacing in your website copy
To implement this technique, you need to deeply understand your ideal client’s deepest desires.
Once you can pinpoint exactly what they want, you can present this to them in your copy as evidence that you can provide this – building trust, authority, and fostering an emotional connection through the screen.
I’d love to know how you get on with this website copywriting technique. Reach out and share your future pacing copy with me. For more copy techniques, explore the Cupid Copy Blog and Instagram page.
