If you want your marketing material to have a long life, then write for today. Let’s say your website or brochure talks about what you will do next year or what product or service is coming. Then the moment that future arrives–next year or whenever the product or service becomes available–your website content or brochure is outdated and must be rewritten.
The simple past and present are also much easier to both write and understand. People who write in the future tend to tangle themselves into weird sentences: “We would have been offering this service earlier if we had known how many clients might have been interested should we have offered it.” Those convoluted sentences make it difficult for customers to know what you are driving at.
Moreover, writing in the future leaves you vulnerable to negatives. If you spend too much time on all the bad things that could happen (in the future) if customers do not use your product or service, you are likely to turn them off.
Everyone likes to feel they have a choice. Fear tactics (“if you don’t use our product, your house will fall down and your teeth will fall out”) lose their power pretty quickly. People hate to be badgered and would rather deny the problem. Hope has a much longer shelf life.
So the better, present tense, positive message is: Our product keeps your house structurally sound and your teeth healthy.
When you rewrite sentences to emphasize the present and the positive, you guide your readers to immediate, positive action. Every salesman knows that you want your customers to be thinking “yes” long before you ask them for the buy.
Finding the positive words to motivate customers now is one of the specialties of TWP Marketing and Technical Communications. Contact us today.