Duct Tape Marketing

One of the services I provide for my clients is sales copy critique, and one of the problems that I see very often in sales copy is "too good to be true" syndrome. I understand the importance of highlighting the great benefits of your product or service; but it's important to address the downside also.
 
Many of my clients say "I don't want to bring up the negatives. I don't want to put ideas in their heads." But trust me, the ideas are already there. When prospects read your sales copy - or any sales copy for that matter - they are going to be skeptical. It's only natural. You're going to get some objections.
 
Believe it or not, objections are a good thing because they actually bring you one step closer to making the sale. When your prospect is making objections, whether mentally or verbally, it means he is thinking critically about your offer. Obviously, he is at least slightly interested, or he wouldn't be putting this much thought into your product or service.
 
So it's critical that you deal with these objections in your sales letter. Address the downside and answer your prospects' questions.
 
If you are familiar with your product and familiar with your niche - which I sincerely hope you are - then compiling a list of the most common objections should be relatively easy for you. Some of the objections that I see most often include:

   * The price is too high.
  
  * It's too hard to use; it's too hard to implement.
  
  * It's too easy; it won't address my needs.
  
  * This won't work for me; I'm somehow different from the target market.
  
Are you 100% sure that your product or service is absolutely the best and positively the right choice for your reader? Then it's your duty to address these objections right up front and prove to your prospect how your product meets his needs.
 
Action Item - Compile a list of the 3-5 most common objections that are preventing your prospects from buying. Write a short paragraph for each, explaining why the objection is not legitimate. Add these paragraphs to your sales letter, and even practice saying them out loud so you can overcome objections in your next sales conversation.
 
Now, go find some more clients!