Unlike logical certainty, emotional certainty has to do with painting your prospect a picture of the future where they’ve bought your product and can see themselves using the product and feeling good as a result of it. We call this technique future pacing, and it serves as the very backbone of how we move someone emotionally. When you future pace someone, you’re essentially playing out the post-buying movie in the best fashion possible—allowing that person to experience your product’s amazing benefits right now, along with the positive feelings they create. The prospect’s needs have been
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