Have you ever bought something and been so disappointed that you vowed never to buy anything like it again?
I did a few years ago, when I was looking for a good quality, organic deodorant.
I must have tried about five different brands before (reluctantly) deciding that organic deodorants simply don’t work. So I went back to using standard chemical varieties, even though I hated how they felt on my skin and was worried about the side-effects.
That is, until recently, when I again took the plunge and bought a new organic deodorant.
So, what made me change my mind after all these years?
Well, as I was shopping, I spied the bottle and noticed three magic words on the label:
“YES, IT WORKS!”
I was suddenly transformed from a skeptical and unlikely prospect to a curious and eager customer. I pulled out my wallet, bought the product and was delighted to find that, yes, the deodorant actually does work.
You see, by persuasively dealing with my doubts about the product up front, the manufacturer instantly made it easier for me to buy.
So, how can you use this technique in your business? The trick is to anticipate your potential customers’ hesitations and concerns, then address them in your sales copy, weaving in answers to any questions they may have.
Keep on reading to discover how you can powerfully address objections in your sales copy…I’ve also created a FREE worksheet to go with this post. Just fill in your details below to grab your copy now!
List the top three things that might stop your prospects from working with you. Here are
• They think your product is too expensive.
• They don’t understand how your product works.
• They’re not sure if your product will get results.
Now brainstorm ways you can respond to these concerns in your sales copy. For instance, you might address objections about price by highlighting that your program is an investment that will help your client make more money in the long-run and eventually pay for itself. Or you could describe the cost in a way that makes it seem like a no-brainer: ‘For the same price as your monthly manicure, you’ll get…’.
Sometimes when people are reluctant to buy, it’s because they’ve tried other products in the past that didn’t work. In this exercise, write down which products your ideal client has previously purchased in an effort to solve her problem (note: you probably don’t want to name specific brands in your copy for legal reasons, so just keep it general). Now explain why your product or service is different (and will actually get results). For instance, a life coach might emphasize that her program will get results because it’s tailored to an individual’s needs and will hold them accountable, unlike self-help books, which can be broad in nature and challenging to apply in specific circumstances.
If people have doubts about the effectiveness of your offering, be sure to include lots of testimonials or case studies on your website. It will take people one step closer to making the purchase!