Do you think handling objections is important when you write landing page copy? Most people know objection-handling is important. But what few people realise is just HOW MANY copy elements depend on customer objections.
Here’s what most business owners ask themselves about their prospects’ objections:
- What objections do prospects have to buying my product?
- How can I remove those objections?
It’s why you often spot a list of bog-standard FAQs, tagged onto the end of most landing page copy. Maybe that sounds like your landing page. If it is – please STOP!
What’s wrong with FAQs?
The reason I hate FAQs is simple. It means your buyers’ objections are little more than an afterthought in your copy. In reality, your buyers’ objections are as important as understanding your ideal client avatar’s pain points and desires.
When you don’t pay close enough attention to your prospects’ objections you miss a vital piece of the conversion puzzle. Doing so, could kill your landing page copy. And that’s before prospects have even reached the end of your headline.
FOUR uncommon questions entrepreneurs
must ask when handling sales objections…
- What are the 3 most common objections in your market?
One of the biggest mistakes I see business owners make is when they try to guess every objection imaginable. The truth is, for any product, there are unlimited potential objections.
Trying to guess them all is futile. And even if you could, you’re probably wasting your time. In sales copy, there’s a fine line between giving your prospect enough information to make the sale and boring them with irrelevant answers that don’t really matter.
It’s why you need to identify the most common objections in your market. This takes research – not guesswork!
Ideally, you should pore over as many testimonials, reviews, customer survey responses and customer service emails as you can get hold of, in order to understand what real people were thinking, before they hit the BUY button.
2. What limiting beliefs triggered those objections?
Objections happen for a reason. It’s not that prospects don’t like to spend money…or that they’re being awkward. They’re based on fear. Most objections come from deep-rooted beliefs, triggered by past events and a lifetime of conditioning.
It’s why you need to go deep into understanding your avatar, so you can pinpoint the root of their fears. It’s also why answering objections with factual answers to practical questions is not enough to obliterate them
To truly overcome objections, you need to tap into the emotional part of your prospects’ brain. In many cases you might be competing with a limiting belief that is so entrenched, it takes a persuasion miracle to shift it.
Which brings us nicely to the next objection handling question…
3. How often do those objections come up?
At the agency, we carry out an intense and lengthy research process for every client we on-board. Part of that process involves reading hundreds of testimonials, comment threads, forum posts, emails etc.
One of my biggest frustrations is when clients expect wondrous sales conversions, when they’ve provided almost no resources for research. In some cases, they might have only a small handful of testimonials.
Now, a small amount of data is better than no data. BUT what we really need is enough data to find clear patterns in what customers are saying.
When it comes to objections, this is particularly important. If an objection keeps coming up over and over again, it’s clear that it must be a major sticking point for a large segment of the market.
It means we need to go hard and go early to tackle it. Wait too long to deal with the objection, and you could lose almost every prospect that hits your landing page.
There are a couple of ways you can deal with objections early on in your landing page:
- Include testimonials right at the top of your page
- Show a quote from a credible expert who has directly endorsed your product or, who has said something that backs up your early claims
- List credible publications that have run articles or reports that support your claims
- Give exact numbers of buyers who have achieved a positive result from your product
- Offer a full money back guarantee at the top of your page
4. How deeply ingrained are the limiting beliefs that cause objections?
Sometimes, a limiting belief can be so deeply ingrained in your prospect’s mind, that you face a serious battle to overcome it. These cases are rare. But when they do come up, you need to treat them with extra special care.
A deeply-entrenched belief can create such strong sales objections that you’ll need to spend almost your entire landing page, simply trying to remove it.
Let me show you an example:
This promotion is for a hemp product, designed to relieve pain and stiffness in over 60s. Trouble is, over 60s have been told since childhood that hemp is the same as marijuana AND that marijuana is illegal.
That’s a pretty big objection, right there!
Take a look right beneath the headline. What do you notice? The copy makes it clear that this product is legal and government-patented. Therefore, it’s legal.
This same objection-crushing theme continues onto the next page (and beyond) as the reader moves through the copy.
This is a perfect example of why you must have a deep understanding of your prospects’ objections. That’s because the objection doesn’t just impact the FAQ section. It impacts almost the entire piece of sales copy!
Knowing what you now know about handling objections, can you now understand why your FAQ section should go in the bin?
Dealing with objections requires a whole lot more thinking than simply listing out logical answers to practical questions. It’s about understanding the core fears and limiting beliefs in your market, so you can structure your landing page for maximum conversions.
Here’s a reminder of how to think about objections:
- What are the most common objections in your market?
- How often do those objections come up?
- What limiting beliefs trigger your prospects’ main objections?
- How entrenched are those beliefs?
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