SUBJECT: Lesson #5 - Know the Obstacles and Destroy Them

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Great salespeople enter a sales pitch knowing every conceivable
objection that can head their way. Not only that, but they have
answers prepared to defuse them. Not only that, but they
positively welcome these customer objections because they know
that as each one is removed, making the sale is a step closer.

Similarly, clever copywriters do not sidestep the possible
objections customers may have to purchasing; instead, they
plainly identify them in their copy and deal with them. Although
it may seem a risky strategy to point out the reasons why a
person might not buy, you can rest assured these objections will
not just pass by unnoticed for the lack of you mentioning them.

Besides which, you don’t have to overtly label them as customer
objections; rather, you can just name the benefits that smash
them to pieces. The main objections are:

• I don't have the time – You can see this objection answered in
copy written for exercise apparatus with such comments as “Abs
to be proud of in only five minutes a day!” This doesn’t overtly
identify the objection, although one approach is to do just
that: “Think you don’t have time to build great abs? Think
again! Five minutes a day is all you need!” 

• I don't have the money – This is the initial standard
defensive response from even the very wealthy, and it can be a
tough one to overcome. It is usually best answered by creating
such a list of benefits that the price seems fully justified.

• It won't work for me – Without knowing the circumstances of
each customer, you can’t really cover all the bases here, but
you can certainly identify the main reasons why someone might
logically arrive at such a conclusion. Then you need to identify
why they are mistaken. 

• I don't believe you – The canny consumer has seen every trick
in the book. Cynicism is a copywriter’s arch-enemy, but also
their raison d’ętre. If customers did not need persuading,
copywriters would be out of work. The best way to get around
this one is by providing credible benefits, customer
testimonials, and a money-back guarantee. 

• I don't need it – This is probably the easiest objection to
overcome because a customer thinking this is clinging on with
their fingertips to the final objection. Very likely the
customer won’t actually need the product. Your thought must be:
No, but you WANT it, and your copy must be so attractive that it
makes them realize this. 

To Your Success,
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