"Harness the Power of the Present Tense for Online Persuasion, Study Finds"
A study from the University of Toronto suggests that using the present tense in online communication, such as reviews and pitches, can make the message more persuasive. The present tense makes the message seem more specific and concrete, allowing audiences to better visualize its meaning and feel psychologically closer to the author. The study found that reviews with more present tense verbs received higher helpfulness ratings, while reviews with past or future tense verbs received lower ratings. The impact of verb tense was particularly strong when the reader was geographically closer to the author. The study highlights the importance of using concrete language to enhance persuasiveness in online communication.