Wondering what the objections to your offer will be? They fall into two
categories: general and specific. The specific objections relate to an
individual product or service, so it’s hard to predict what they might be
without looking at a particular offer. General objections, however, come up
with almost any purchase, so that’s what we’ll look at here. These
objections usually relate to very basic human desires, needs, concerns, and
fears. Here are a few common ones:
• How do I know this really works?
• I don’t know if this is a good investment (and/or I’m not sure I have
the money to spare).
• I’m not sure I can trust you with my money.
• What do other people think about this offer?
• I wonder if I can find this information/get this product or service
without paying.
• I worry about sharing my information online (or another privacy
concern).
The core concern for each of these objections relates to
trust and
authority. You must create consumer confidence in order to overcome the
objections. As you craft the offer, think about the objections … and then
flip them around in your favor. You want to send messages like these:
• This really works because …
• This is a great investment because …
• You can trust us with your money because … (alternatively, You
don’t have to trust us with your money, because we work with an
established, trusted third party …)
• Other
people think this is great, and here’s what they say …
• You have to pay to get this product or service (alternatively, The free
versions aren’t as good, it takes a lot of work to get it on your own,
etc.)
• Your information and privacy are 100 percent secure because …
See how it works? The point is not to be defensive (you want to avoid
that) but rather to be proactive in responding to concerns. One model you
can use when describing your offer is outlined below in what we’ll call a
“rough awesome format.” It works like this:
Point 1: This thing is so awesome! [primary benefit]
Point 2: Seriously, it’s really awesome. [secondary benefit]
Point 3: By the way, you don’t need to worry about anything.
[response to concerns]
Point 4: See, it’s really awesome. What are you waiting for? [take
action]
In the rough awesome format, point 1 is the main benefit, point 2 is a
reinforcement of the main benefit or an important side benefit, point 3 is
where you deal with the objections, and point 4 is where you bring it all
together and nudge buyers toward a call to action. You won’t always get it
right at first—sometimes you’ll discover additional objections as you go
through the initial sales process with real-time customers—but dealing with
the most important objections from the beginning will help you get off to a
much better start than the wait-and-see approach.
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