Three Killer Objections To Sales

Filed Under Copywriting Secrets, Sleight Of Mouth | Leave a Comment

There are three major objections to sales.

Remove them early in your copy and your response rates climb.

Here’s how to use Sleight of Mouth patterns to do it. Using these patterns to shatter a belief is like shattering a window. Sometimes it takes one blow, sometimes it take 3 or 4. I stick to three in copy.

Let’s shatter some objections!

Let’s sell an accounting service today.

Objection #1: It’s too expensive.

Apply to self: Paying 20% of your income in taxes is expensive.

Analogy: Paying my fee instead is like going from 20% tax rate to a 1% tax rate.

Consequence pattern: Without my help you’ll pay $128,000 more in taxes than you should, my fee is $6,000. What is more expensive?

Objection #2: I have to think it over.

Hierarchy of Criteria: What’s more important to you…getting back money the government took from you, or thinking about how to get it back?

Counter example: I had client tell me just the other day, that each day I worked with him saved him $500 a day. Do you want to get that money now or after you think it over?

Objection #3: I have to discuss it with my spouse / business partner.

Redefine: You are going to show them how you are going to save $500 a day, is that going to take much discussion?

Change Frame Size: Every time your spouse asks why you didn’t discuss it with me, it would be nice to remind her of today when you made a decision that paid for your son’s college tuition.

Summary: You should assume these objections are in the back of your prospects head. Attack them early in your sales copy and you will remove barriers to buying and make more sales.

There is a fourth little known objection most copywriters fail to address. This is especially true when you’re selling an information product. It’s a huge anchor stopping people from buying, and its a rigid belief requiring surgical word smithing to dislodge. I discuss it in my Free Sleight of Mouth email course. Sign up for it here.