Pop quiz.
When a customer publicly objects to your price, offer or marketing, do you 1) freak out
and delete their comment and hope they don't post it anywhere else, 2) ignore them, they
don't know what they're talking about anyway, or 3) thank them and ask them to buy anyway?
Hey, guys! Alex here, and this week we're going to talk about the 5 most common customer
objections and how you can overcome them in your sales copy.
Whether you like it or not, no matter how incredible, cheap, perfect, promising, insert
adjective here, your product or service is, some of your prospects will always have doubts
running through their mind the second they know they're being sold something.
It's the most natural part of the decision-making process and, as marketers and copywriters,
it's our job to both predict them and address them early on and every step of the way.
Far too often I see sales pages that are too afraid to tackle customer objections head-on,
as if by mentioning them they're gonna create an objection in a would-be customer's mind
and stop them from buying altogether.
But I hate to break it to you, those objections are there whether you call them out or not.
In fact, one of my good friends and marketing genius, Roland Frasier, famously said at one
of my Flight Club Mastermind events that people will only read past the headline of a sales
page to figure out a reason to not buy from you.
Yes, they are actually looking for proof that their objection is real, and that they're
right to not purchase.
So, rather than ignore the elephant in the room, you wanna let your audience know that
you hear their concerns and you've spent some time thinking about them.
And listen, I know it's easy to get your back up when someone has an objection with your
sales campaign.
After all, you spend hours conceptualizing and planning and writing and creating the
offer that you think is pure gold, and if someone doesn't like it, to hell with them.
But instead of seeing that resistance as a negative thing, consider the fact that the
ones who express an objection are the ones who are actually interested.
Plenty of people will see your campaign or your sales page and just X on out of there
before they finish the headline.
The chances of you converting them into a customer are considerably lower than those
who take the time to actually respond to you.
You already have their attention, their interest, their desire, and any objection is just a
little blip in their brain that's stopping them from taking that final step.
So all you gotta do is help them get over it, and that is a lot easier to do than trying
to recapture someone's attention who has left.
But beware, the longer your prospect holds an objection the stronger it becomes and the
harder you have to work to overcome it.
And when those objections go unmet altogether, your prospect makes up their mind and they're
never going to become a customer.
So with this in mind, it's important for you to welcome those objections so that you can
resolve them early on in your sales page copy.
Objections are also the best market research mechanisms to know where your prospects are
getting hung up.
Because if one person wrote to about it, you know there are at least 10 more who are thinking
it but not saying it.
Now, I was inspired to create this video not too long ago when my team and I were busy
preparing assets for my recent copywriter coaching program, the Copy Posse Launch Pad.
So in this video, I'll be using the exact same sales page that I use to address the
five biggest objections a prospect might have and how you can overcome them in your copy
just like I did.
So to see this sales page you can actually click the link in the description below and
we can go through it together.
This process will be super useful for you when you're writing your next sales page,
and not just as you're writing it, but also as a checklist to use after you're done so
that you can make sure you've got everything covered.
Remember, over here at the Copy Posse we are all about creating copy that combines the
power of conversion with the empathetic art of creating real connection, and overcoming
objections is one of the best ways to do this.
So if you want more guides and tutorials on copywriting like this one, subscribe to my
channel and join the best copywriting crew on the internet.
All right, now here they are, the five biggest customer objections and how to smash them
with killer copy.
Ah yes, there are several reasons why this objection might pop up.
It could be that your prospect doesn't have enough awareness of what it is that you're
offering.
Or, perhaps you're trying to appeal to everyone and not calling out your target audience.
You know how the saying goes, you try to appeal to everyone and you appeal to no one.
Or, perhaps your copy focuses too much on listing all your product features that you
forget to communicate why your prospect actually needs it.
So to overcome the "I don't need this" objection, you need to make sure that you have a very
clear USP, or Unique Selling Proposition.
So what is unique about your product when compared to your competitors, and what are
you specifically helping your prospects solve or gain?
So state this very early on on your sales page before you go on and explain how your
product relates to the specific problem that that prospect is facing.
So, for the Copy Posse Launch Pad, we opened our page with the headline, "Learn Highly-Paid
Copywriting Skills, "Write an Irresistible Portfolio, "and Ignite Your Business in 2020,"
followed by a three-minute video which clearly called out the target audience, and then we
went into the biggest dilemma new copywriters face today, the dreaded copywriter catch-22.
So notice how we communicated the what, the how and the why in the first few sections
of the sales page.
And later down the page I did a quick recap outlining how to know if the program is right
for you, and who it's not for.
So when you call out who the product isn't for, it's actually a great way to get buy-in
from the people who it is for.
All right, moving right along...
So if your solution seems way too far-fetched or too good to be true, it's likely that your
prospect will think it is too.
However, on the flip side of that, if it seems too complicated or hard to achieve, they're
gonna back off because they're gonna think it takes too much time and effort.
You're supposed to make their lives easier, not harder.
Deep down inside they want evidence and assurance that your product really does what you say
it does.
So, to bust this objection you need to give them social proof.
You don't wanna give them a reason to leave your page and then go do the research somewhere
else, so give them as much proof as possible.
This is where you can use facts, case studies, testimonials, and any explanation that clearly
states what makes your product credible.
So on my sales page, you'll see that I use testimonials for my past partners and clients,
as well as a clear module breakdown of the program so you know exactly what you're getting.
Alright...
So customers with this objection are likely really aware of what they need help with,
they're just now weighing options.
So if your prospect hasn't heard of you before or they're not familiar with your work, they're
now wondering why you're the right person, brand, or service to help them.
So to overcome this objection, it's absolutely crucial for you to include some credibility
factors on your sales page.
Be as transparent as possible and don't hide yourself.
If your brand has a face and personality behind it, like mine, come out and show up.
People are more inclined to believe your product or service if they have a reason to relate
to the person or team behind the brand, and they'll feel more comfortable supporting you.
So to do this, include your bio, tell a story behind why you made this product and how it's
so important to you.
And be sure to include a picture, because yes, seeing a face helps people trust you
more.
And yes, speak of your accomplishments so they can rely and trust your expertise.
So on the Copy Posse Launch Pad sales page I shared my story of why I created the program,
along with some love notes for my global community and information about my private Mastermind
to showcase credibility.
All right, moving on to objection number 4, and I bet you've been waiting for this one,
Or, if you can believe it or not, "It's too cheap."
We actually use the price of a product to determine its quality and value.
If it's too pricey, we might think it's too advanced or too sophisticated.
And if it looks too cheap, we might not even buy it anyway because it's not worth it.
So to overcome this objection, you need to focus on the total value of your product instead
of what they're just paying at the checkout.
You need to give them a frame of reference so that they can decide whether it's a great
deal or not.
If you only shine a spotlight on the price tag, you're reducing the quality of your product
to mere dollar and cents, and make the buying experience purely transactional.
So for instance, with the Copy Posse Launch Pad, we included a clear value proposition
and listed down everything that a member would get when they joined the program, and included
the total value of each feature should they be sold separately or obtained elsewhere.
Also, and this is very important, you wanna explain the value price gap and why you're
offering a discount.
So in the launchpad, I released the program at a special founding-members price, and in
the copy I clearly state why.
I say, "The value of this program is over $15,000," which I showcased above, but because
this is the first-ever Copy Posse Launch Pad enrollment, I've decided to give you a massive
discount as a founding member in exchange for your honest feedback.
You always wanna include a reason why with any type of scarcity, to create trust and
let your audience know what's up.
Okay, now moving on to the last objection...
Let's face it, by the time your prospect has gone through all of that copy and reached
the end of your sales page and they're still hesitating, chances are it's probably because
they're feeling a little confused and overwhelmed by all that information they've just consumed.
Confusion is the biggest conversion killer of them all, and at this point your prospect
needs help with a little recapping and processing everything they just read.
So this is where you can use an FAQ section to overcome this final objection.
FAQs are a great way to simplify and showcase that left brain information that will help
overcome confusion and overwhelm.
Most businesses make the mistake of not considering the power of a well-written FAQ section, and
they just use it to provide all that basic logistical information like price, timeline,
next steps, et cetera.
But if you consider all the objections that we just covered in this video and reiterate
them in your FAQ section, this can be a really powerful way to smash those objections.
You can also use your FAQ section to combat any follow-up objections that you weren't
able to address earlier in the copy, and address any other concerns or questions your prospects
might have.
Now, to go back to the pop quiz at the beginning of this video, the answer is, of course, number
three, "Say thank you and sell them anyways."
The FAQ section is a great way to do that.
All right, guys, give me a thumbs up if you found this video helpful.
And if you wanna check out my video on the nine components of a compelling offer, you
can watch that next right here.
Thank you so much for watching and subscribing.
I will see you next week.
Until then, I'm Alex. Ciao for now!