Let’s talk objections. They really suck, right?
You’ve got a prospect who’s perfect for your offering, they’ve expressed what seems like genuine interest, but when it comes time for them to put some skin the game, they come back with some BS excuse.
Hmm.. I just bought a Michael Kors handbag, so I don’t know if I should spend the money…
Well, between work and kids and spin classes, I just don’t know if I can fit it in…
That sounds amazing, but I need to consult with my spirit guides before I make a decision…
It happens to everyone at one point or another.
It might be that they actually weren’t the perfect fit for your offer, or they might have feigned interest just to learn a little more. It’s also very likely that your opt-in page, sales page, email or whatever piece of copy didn’t do its job and fell short of giving them the confidence to take action.
Here are some simple ways you can address three of the most common customer objections like a copywriting pro.
OBJECTION #1: I can’t afford it.
This is hands-down the most objectioned objection ever to be objected. Money don’t grow on trees, yo. And unless someone is on a reckless spending spree or you’ve succeeded in making them feel like they just gotta have it, they’re not gonna part with their sweet dollah billz.
Here’s how to address the “I can’t afford it” objection with your copy.
1. Make them feel the amazing ways their life will improve by buying. Focus on the benefits, and use specific examples of your life-changing magic. Tell them exactly how your clients are kicking a$$.
2. Make them see how affordable it really is. Break the cost down so that $2,000 is actually just $10 a day (or whatever it would be for your offer). Or that they can buy your product for what they’d usually spend on a month’s worth of eating out.
3. Offer a payment plan, and highlight the convenience of that plan.
4. If you have a money-back guarantee, remind people that they can try out your offering for 14 or 30 days, or whatever you’re offering, and get their money back if they think it sucks. You’re taking the risk out of the equation.
OBJECTION #2: I don’t have time.
People love to go on about how busy they are. Unfortunately, we live in a society where busy-ness is glorified, so everyone has way too much on their plates. This particular objection is total BS about 99.9% of the time.
The truth is, if someone really wants and values something, they’ll make time for it. And, as we all know, Beyonce has the same 24 hours in her day as we do in ours. K?
Here’s how to address the “I don’t have time” objection with your copy:
1. Ask them what about their big WHY. The reason they’ve come this far and are considering your offer. It might be their family, their freedom, finances, or some other important aspect of life that’s led them to you. Get that fresh in their minds.
2. Then straight up tell them (feel free to copy/paste this line) “If you want to make your WHY a reality, then you will make the time to focus on this.” (“this” being your offering)
3. Give them examples of how other insanely busy people have successfully made the time for your offering. This could be a story in your own voice or a testimonial from a past client.
OBJECTION #3: I have to ask my husband / wife / partner / pastor / best friend / neighbor / dog
Let me preface this by saying that I’m all about communication in relationships (I mean, your dog deserves to be in the know, right?).
The issue here is that we aren’t only speaking to our ideal customer at this point. We need to also keep their significant other in mind.
Here’s how to address the “I have to ask my other” objection with your copy:
1. If you know this is a common objection for your target audience, then bring it up directly. Mention how excited their partner will be once they are able to ________ (fill in with the outcome you provide).
2. Include a brief instructional blurb about “How to talk with your partner”, and give them a mini script with talking points that outline what the investment is, what they’ll get out of it, and why it’s so important to them to have the opportunity to do this.
3. When people want to talk with their spouse, it’s usually about the money. So dial in objection #1, and you’ll make this objection that much easier to overcome.
Keep in mind that sometimes these objections are real. Especially when it comes to the money piece. A lot of people won’t be able to afford your offerings, even with the payment plan, and that’s OK. Some people really will be more busy than Beyonce and won’t be able to spare the time right now. And some people are married to @ssholes who won’t “let” them join your thing (too blunt?).
But if your copy does the job of addressing these objections successfully, the majority of people who actually want your offering will drop the BS excuses and bust out their credit cards to buy.
MORE FREE COPYWRITING GOODNESS:
How to Write Copy that Makes Readers Beg to Buy
6 Headline Formulas Proven to Get Content Seen & Shared
How to Create Content Your Audience Loves that Makes Them Want to Hire You
