Handling objections is an integral skill for good sales copywriting.
Whenever a person reads a piece of sales copy, many questions will pop up in their mind in attempt to “protect” themselves from “losing money”. This is a natural behavior, and if you know how to handle these objections effectively in your copy as they emerge, you will be reaping massive rewards.
Here’s a couple of commonly used techniques for handling objections:
Social proof is something almost everyone looks for when they wish to buy a product. The more convincing and authentic the testimonial seems, the more they will believe the product is good. Try to include testimonials with snapshots of the buyer, or use video testimonials.
Having a frequently asked questions section helps in overcoming any objections that appear. Here you can address all the common misconceptions that may sprout up, such as how to use the product, who the product is right for, and price concerns.
3) Post scripts (P.S)
P.S or Post scripts have been used extensively in sales letters to boost conversions. Before clicking the “Add to cart” button people will usually have a final line of defense which prevents them from making the purchase. If you have a couple of post scripts ready, you can give them that final nudge to make the purchase.
4) Good reasons to buy
A personal favorite of mine, this section gives your readers a couple of good reasons to help them rationalize their purchase and greatly boost your profits. This is where you can put your Guarantee, and give your potential customers the most reassurance that they’re not going to lose the money. If they aren’t happy they will go through your refund process, if they love your product they will have spent the money in a favorable way.
Incorporate these great tools for handling objections in your sales copy and you’ll soon see a soar in your sales.