One of the more difficult
parts of writing a marketing message is overcoming objections.
When you're speaking face-to-face,
you're able to hear prospective customers verbalize their
concerns and immediately answer them. But when you're writing
sales letters, website copy, direct mail, ad copy, etc.,
you can't 'hear' the objections so you must 'think' for
your prospects and imagine what might stand between them
and the sale.
Here are a few common objections
that could arise as people read your copy and how you might
consider dealing with them:
"I don't need/want your product/service" -- Oftentimes what this really means is that people don't
see the value of your product or service so they don't
want to spend the money. To overcome this, you must assure
them that their life will improve when they buy your product
or use your service. How do you do this? By talking about benefits. (See other articles on my website for more information on benefits.)
"I'm not interested" -- If the
person has come to your website as a result of a search
engine or if you are sending your direct mail letter to
a targeted audience, you can be fairly confident
that they have at least a spark of interest. But if you
don't write your message to further that interest, you've
lost the sale. This usually means you must address the specific
areas in which your product or service will add something
to the person's life (benefits again).
"I'm satisfied with my current _________." -- It's been said that no one is ever entirely satisfied
with anything. Assuming this is a truth, you can speak to
any dissatisfactions by (1) emphasizing the advantages that
your product or service has over your competitors, (2) use
testimonials to show how your product/service is different/better
than the rest, and/or (3) offer samples to demonstrate your
superiority.
"What if something happens and I don't like
your product/service?" -- This one is easy.
Always offer some type of guarantee.
People rarely reach for their credit card unless
they've been convinced that your product or service is something
they want or need. To get them to this point, it's vital that
you see your offering through the eyes of your prospects.
Write down the reasons people might not buy from you.
Then methodically go through the list and counter each one
by writing down the advantages (benefits) they'll receive
when they purchase what you're selling.
Nan Yielding has nearly 10 years experience as an online business owner. She is the owner of Writing-Etc.com and offers internet marketing services and assistance to help website owners attract more customers and increase sales.
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