Photo: The Sky Tonight by Paul Sapiano
How many times have you read a sales copy and thought… this is too good to be true? I’m sure you have. What do you do when you come across one of these offers?
I’m pretty sure you bail.
You see, most copywriters are too busy thinking up benefits of their product, they forgot about the flip side of the coin. The more benefits your product have, and the bigger those benefits are, the more skeptical people will be.
I’m sure you can relate to this. Just take a look at one those alternative medicine websites and you’ll get what I mean.
A simple detox, foot patch or “tappings” can cure acne, cure cancer, helps lose weight, get rid of phobias and all other ailments. They are selling silver bullets - a solution for all ailments. Now, I’m not saying they are a scam. In fact, I’ve used some of them and they work well.
The point I’m trying to make is that it’s near impossible for people to believe your claims if you don’t acknowledge and consequently resolve objections.
This is a skill that separates a world class copywriter from a ‘B’ grade one.
A face-to-face salesman can handle objections and answer questions right there when they come up. That’s not the case for us copywriters. When you present your seemingly endless list of benefits and hyped up sales copy, your reader’s mind are also being filled with objections and doubts.
How do you know what objections will they have? Do you research.
Here’s an example from Frank Kern in his Mass Control sales copy.
His claim is big: $23.8 million in just under 24 hours. So the biggest objection anyone is going to have is of course… is this hype? And he resolved that objections by saying,
“And you’re absolutely right to ask that question. Look, if I wasn’t the guy who wrote the launch copy, wrote the sales letters, and saw it all happen with my own two eyes, there’s no way I’d believe it was true. In other words, I now how you feel.
So let me put your mind at ease by pulling back the curtain right now and showing you exactly what happened. You’ll hear about the amazing successes, the near fatal mistakes, and everything in between.”
Then he dedicated a portion of the copy explaining why it is not hype. If you read the rest of his copy, you’ll see he resolved several possible objections.
So here’s what you can immediately do to substantially increase your conversions. Go to various forums and see what objections people in your market have. Acknowledge them and resolve them in your copy.
At the end of the day, if a reader has an objection in their mind after reading your copy, they’ll most probably bail.
The strange thing is, even if your product don’t have any potential objections, you can introduce one to increase credibility. A product that has some disadvantage is always more believable than one that does everything.
Now, what do you think? Is it a good idea to expose your weakness or do you prefer to hide them? Let me know in the comments section.
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