Step #3 — Answering Objections
Let’s be honest here, identifying objections is as easy as following the steps/questions I mentioned in Step #2.
If (objection), then (do this):
1. If people don’t get what it does/is, then:
Use the header (aka top part of the page) to quickly introduce a problem on the headline and explain briefly the solution on the supporting text below the headline. Make sure you have a clear CTA and a screenshot of what the solution might look like.
Pro-tip: Simplicity is key, look for good landing pages and “copy” some sections if you have too
2. If people don’t get how it works, then:
Breakdown the best features your current customers converted for and display them as benefits with a brief explanation, clear titles and an image for context.
Pro-tip: Think about a service you recently subscribe to…how did that happen? Is there anything on their website that might have triggered that? Copy it!
3. If people don’t believe it can solve their problem, then:
Present your features as benefits properly and use dedicated sections for each of the best 3–5 features, by explaining these benefits one at the time you are well on your way to answering this objection!
Pro-tip: Titles like “ No more (problem)”, “Eliminate (problem)” or “You don’t have to (pain point) again!” with images and supporting text around the same idea are super effective!
4. If people don’t believe it can handle all their requests/needs, then:
Make sure when you explain the features to add checkmarks for their limits, like: “Send up to 800 emails at the same time”, “Setup auto responses based on conditions” and similar examples that would be valuable for your niche and appropriate to your product.
Pro-tip: This is not something you can overuse so try to do this no more than 3 times per page and make sure these statistics are not the same. Since you have limited spots for this prioritize it based on what would be either more valuable to your target customer or would “sound more impressive”.
5. If people don’t trust your product/services, then:
Try to use logos of well-known companies in your niche that are already using it or good press coverage they can check out, this makes it seem their the ones missing out!
Pro-tip: Don’t use logos that are not well-known in your niche otherwise it will seem like you are “playing big” and ruin the whole purpose of doing this (trust me, I see this mistake a lot).
Want 5 more Answers to Common Objections?
In Step#3 of my free email course you can the 80/20 of this article plus answer to 5 more common objections.