Which is why your copy has to be compelling. It needs to grab them by the lapels and show them why it is relevant to their lives. It needs to answer the question they’ll be thinking “What's in it for me?”
However, even after reading the best sales copy, prospects will have concerns about making a purchase. Often about things you haven't even considered.
It's up to you to address these objections head-on and carefully resolve them. Putting your prospect at ease so they can make the purchase. These are two more psychological triggers that we're discussing this month which you can leverage in your marketing.
So today, I'm going to show you the delicate art of raising and resolving objections, and why working against your fears can bring you the best results.
I'll show you the mindset to adopt to get more sales than you've ever believed possible…
How an element of A.I.D.A. can put your prospects' fears at bay…
And why one of the hardest things to do is the best thing for your business…
Becoming Your Prospects
It's no secret that you have to get into the mind of your prospect to write good copy.
But an often overlooked element is how your prospect feels while reading your sales letter. It's impossible to know exactly what your prospect has experienced in his or her life, but you have to take the time to form educated guesses, and consider why they might resist spending money on your product or service.
They may have purchased something in the past and had a bad experience with it. They may have worked with another coach, who ended up disappearing halfway through the promised engagement. Or perhaps they're just not sure if your product or service is right for them, or will work for them.
Back when I was in university, I was President of the University Athletic Board. We would take issues to the Athletic Department and Faculty Council meetings. Representing things student athletes wanted changed or supported.
Before we would go, we would conduct planning meetings to brainstorm any objections the Department or Council might have. We then discussed every single one and found a resolution or developed logical arguments and reasoning that would address each one.
When we finally went in front of the Department and in front of the Council, we were well prepared. We positioned the benefits of our requests to be more important than the objections that arose. We had a solution to every problem. And the vast majority of the time we got what we asked for.
This is how you have to approach your sales letter, while looking at it from your prospects' perspective. Taking all of the “what if's?” into consideration.
And a great way to do that is to read through a draft of your letter as if you are the prospect. Carefully considering every element, and asking yourself “how do I feel about this right now?”
For example, if your course is higher-priced, they may wonder if they'll be able to get their money back if they return it. Or if you'll just disappear once they buy it.
Or they may wonder if your program will take up to much time to get through, or perhaps they're worried that the tactics you teach will be to difficult to use. There are many different objections that can arise for your prospect, and you need to consider what they might be in advance so you can proactively deal with them.
It's up to you to ease their fears and concerns. And all it takes it a little help from A.I.D.A. to do it.
A.I.D.A. to Alleviate Fears
You may recall back in February, when I dissected the four elements of A.I.D.A. in my blog posts. The last part – Action – is particularly relevant to this situation.
One of the main focuses of the “action” portion of a sales letter is to reduce any fears or concerns your prospect may have regarding the purchase. This is done with a tactic called “risk reversal.”
Generally, we think of risk reversal as a money-back guarantee. However, anything that alleviates the fear of risk applies.
So, how can you apply risk reversal to your customer's immediate fears and concerns about purchasing your product? If they are concerned about being able to finish it, you assure them that you will hold their hand until the end. You could offer monthly Q&A calls, or a Facebook private group where their questions are answered. If they are concerned that it may not work for them, you can show testimonials of people who had great success with your product.
Think about what would make you feel better. Knowing that someone cares about your success, is promising to be there to help you get to where you want to be, and isn't in it for just the money is comforting, right?
They need to feel as if they are risking nothing to try you out. Even though it will cost them money, they must believe there is absolutely no risk, and the value far exceeds the price.
When you make your list of objections, write them down. Then think about how you can counter each and every one of them. It may be by offering a solution. It could also be by showing them the bigger benefit.
For example, if the cost of the program seems high, explain to them that if they get one client from the tools taught in your course, they will get their money's worth. However, if they truly follow what you teach, they'll get many more clients than that.
If your product doesn't help people make money, then focus on the benefits they do get. Let's say you're a health coach… you can talk about the benefits they will experience with a healthier body. Or if you’re a stress management expert, talk about how much better they will feel when they are less stressed out.
You can also go the other way and remind them about the pain they are feeling, how bad it is now, and highlight that it will only continue, unless they get the help they need.
If you’re a fitness coach, you can remind them of how frustrating it is for them to try on the clothes that used to fit and no longer do. You might discuss the cost to their health of being overweight, and remind them if they were going to be successful loosing weight on their own, wouldn't they already have done it?
Whether you remind them of life after they receive the benefits of your products, or highlight the problems they won’t get solved without it, you create desire to make the purchase. Doesn't that make the offer sound a lot more appealing?
Something Everyone Hates to Do (But Should Do)
Take a moment to ponder this. When you think about your every day life and interactions, what do you find people have a hard time doing?
It's probably something you and I have trouble doing, too. Can you think of it?
The answer is: admitting faults. Showing shortcomings or weaknesses.
Remember in job interviews when they would ask you about strengths and weaknesses? While it's sometimes uncomfortable to brag about your strengths, it can be even harder to talk about your weaknesses. After all, why on earth would people want to know what you aren't good at?
The funny thing is, admitting fault disarms people in a positive way. Think about comedians, for instance. They freely laugh at themselves and point out their own flaws, getting us on their side. So we warm up to them and easily “buy” when they “sell” us jokes that might be a little more offensive.
All of this applies to the salability of your product, as well. If you come right out with a potential flaw in your product, and spin that into a positive, you will disarm your prospect and they will be far more open to what you have to say. This is referred to as making a “damaging admission.”
But you have to raise the objection first.
Is there a reason a prospect might not want to buy your product right away? Might there be something they're scared of? Is there a challenging element they may not believe they can overcome?
You have to recognize what people might find objectionable and put it out there front and center. If you try to hide it, it will become more of an issue.
For example, they may put off buying your product. Raising questions like “why should I buy now?” and “why can't I just go somewhere else?”
Your best response is to place that objection front and center. Say, “I know your instinct is to put it off until later. But I assure you, if you do that, you won't be any closer to your goals next month than you are right now. Listen, I recognize how much you want a change in your life. That's why I am committed to getting you to your destination. And this product will be your ticket.”
Turn the negative into a positive.
Put Your Flaws Out There
There's nothing we like more than someone who is willing to put all of themselves out there, the good and the bad.
Yet, we fight so hard to hide flaws, in both ourselves and our products. And the fact is, it's detrimental to your cause.
Take the time to analyze your product and your business. Find out where there might be objections. And see how you can spin them to endear your clients to you.
Read through your sales letters and consider why your prospect might have second thoughts. Write down those questions and come up with good answers.
It may be hard to analyze things this way. You may be concerned about raising objections that they haven't thought of. But I assure you if you're selling to a large group of potential customers, some of those prospects are thinking about that objection. And when you raise it first, and deal with it effectively, it puts them at ease and makes them comfortable with making the purchase.
I promise if you apply these tactics you will see your conversation rates improve..