“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?