How Copywriters Overcome Buying Objections

October 13^th 2011 Sally Ormond copywriting tips, overcoming buying objections, persuasive copy, powerful copywriting

If you could write any old thing to get people to buy, us copywriters would very soon be out of a job.

But it’s very rare for someone to read web copy, an email or brochure and say “I want one of those now!” Making a buying decision is not that straight forward. The voice of reason is always lurking, ready to stop you from reaching for your wallet:

Can you really justify the cost?
Do you really need one?
Don’t you already have something similar?

A professional copywriter will be able to overcome these objections within their copy – even before you’ve thought of them.

So how do they do that?

Copywriting that overcomes objections

When you’re on the verge of buying something, all sorts of niggling objections will pop into your head. It’s the job of the copywriter to pre-empt them.

Why?

Because copywriting isn’t about getting the consumer to say yes, it’s about preventing them from saying no.

1. I don’t need it

Most of the things we buy, we don’t really need. If you need something, you are basically saying you can’t possibly live without – so you don’t really need that new plasma TV.

To get around this, you have to change the need into a want.

I don’t need all the different clothes I have in my wardrobe, but I want to be able to look coordinated, stylish and dress to my mood. Therefore, I want loads of different clothes.

2. Can’t afford it

Money is tight, so this is one you’ll hear a lot. But it’s tied in with number 1. If you want something badly enough, you’ll find the money from somewhere.

So, you have to create a strong desire for your product by showing your reader how much better their life will be once they have it.

3. I’ll think about it

This means your copy hasn’t convinced them. If you let them walk away, they are very unlikely to come back again. Therefore, you have to create a sense of urgency to force them to make a decision there and then, by:

Giving a time-limited offer
Tell them there’s a limited supply
The first 20 responses receive a special discount

If your reader thinks they are going to miss out on a bargain, they’re more likely to say yes.

4. I don’t know if I want to buy from you

Yikes, if this is their objection it means you’ve failed to gain their trust.

When someone lands on your website, they don’t know anything about you. Therefore, through your copy, you have to convey your trustworthiness. The best way to do this is by incorporating within your website:

Customer testimonials
Background information about your company
Details of your longevity
Any endorsements
Membership of industry organisations
Full and clear contact details

It’s quite a tall order, but your copywriting has to not only attract readers, it also has to convince them to buy from you.

If a customer is standing in front of you, you can think on your feet and give a demonstration of your product to persuade them to buy. But you can’t do that when selling remotely. Your sales success is going to come down to the strength of your copy.