How “Future Pacing” Might Increase Cold Email Response Rates

“If you could wake up tomorrow with significantly more positive, focused energy to invest at work and with your family, how significantly would that change your life for the better?” – The Power of Full Engagement by Jim Loehr and Tony Schwartz

Notice how Schwartz made you imagine a better tomorrow.

It’s about a better you, not a better product.

It’s about what you can do in the future that you can’t do now.

It’s called future pacing.

Why am I talking about this?

People are hard-wired to improve their life situation (Jobs-to-be-Done).

You can use future pacing as a CTA in your cold email to help your prospects imagine a better tomorrow.

Example CTA CaptivateIQ:

“If you could calculate and run monthly payouts for 100+ reps in 5 minutes instead of 5 hours, how significantly would that change your life for the better?”

Example for Gong:

“If you could reduce the risk of losing winnable deals, what impact would that have on quota attainment?”

Example for Gravy:

“If you could recover 56% of failed payments without using internal resources, what impact would that have on your bottom line?”

What question can you ask to get your prospect to imagine a better tomorrow?