2 tiny words that overcome objections
Published: Tue, 07/26/16
Okay, this is truuuuumendously simple …
So simple, in fact, that you can immediately use this technique to address and overcome objections in your marketing materials, even if you don’t consider yourself a strong writer.
Let me start by giving you the two words – “even if.”
(Catch what I did there?)
Now, the secret to effectively using these words are the phrases that surround them.
You see, your initial phrase should describe your ideal prospect’s desired outcome. Then, bring up the big objection that prevents your prospect from believing their desired outcome is achievable.
Look around Amazon.com and you’ll see this approach is especially popular with how-to books …
A Mind For Numbers: How to Excel at Math and Science (Even if You Flunked Algebra)
How to Get Into Grad School (Even if You're Broke, Dimwitted, or Spent Your Undergrad Years So Smashed You Can't Even Spell GPA)
The Comic Toolbox: How to be Funny Even if You're Not
How to Buy Any Business … Even if You’re Flat Broke
Simple stuff, right?
Now, of course, you don’t have to limit this technique to just your titles or headlines. Use it when writing your bullets, calls-to-action or anywhere objections might come up in your content.
This works well with objections big and small because you bring concerns to the forefront. You’re not ignoring the issues that plague your prospects.
And, as a result, you establish instantly credibility.
Talk soon,
Tom
P.S. On a similar note … if you’re looking for ways to get your message in front of buyers and build credibility right now, check out the episode we just released for The Business Marketing Insider Podcast. Tom Schwab shares oodles of incredible tips for growing your business as a podcast guest. Here’s the recording.