I recently came across an interesting concept from moral philosophy called present-aim theory.

It got me thinking about how it might apply to the world of copywriting and the way our prospects make decisions.

Present-aim theory suggests that people’s actions are guided by their current desires, goals, or aims, without necessarily considering long-term consequences or strict moral principles.

It might help us understand the mindset of our prospects when they’re making choices.

Especially when these choices seem completely random or nonsense.

So, how can we apply present-aim theory to copywriting and decision-making?

• Understand your prospects’ present aims: Dive deep into your target audience’s immediate desires and goals. What are they looking to achieve right now? What problems are they trying to solve? Craft your copy to address these present aims and make it clear how your product or service can help them.
• Create a sense of urgency: Present-aim theory implies that people are motivated by their current objectives. By using urgency in your copy, you can tap into this mindset and encourage prospects to take action before their aims or desires change.
• Appeal to emotions: Since present-aim theory focuses on people’s immediate desires and goals, tapping into their emotions can be a powerful way to motivate them. Use storytelling, vivid language, and strong emotional appeals to connect with your prospects on a deeper, reptilian brain level.

Here’s an example of how present-aim theory can work in copywriting:

Let’s say you’re selling an online course on time management.

Your target audience’s present aim might be to gain control over their chaotic schedules and find more time for their personal lives. Your copy could focus on the immediate benefits of your course, such as learning practical techniques to prioritize tasks, streamline daily routines, and reduce stress.

By addressing your prospects’ present aims and connecting with their emotions, you can create copy that drives them to take action.

Then and only then you might want to show them what the future will look like.

Don’t rush into creating that vision for them.