One exciting thing you’re going to learn as you study your audience’s language is which objections they have when making purchases, as well as what type of words persuade them to make a buying decision about a product or service.
This is valuable information that can make a huge difference in conversions.
Finding Your Audience’s Objections
One way to discover the most pressing objections to buying products or services that your audience has is by observing the complaints they make on social media, in message boards, and in groups. Note their complaints about the thing they have bought. Note their complaints about their problems. Note their reasons for not buying something that has been recommended. These are all issues you can incorporate into your content.
Common Objections Most Audiences Have
There are many common objections that almost all audiences share. If you start with these, you can then discover more as you study your audience. Some of the most common objections are issues with trusting that the product or service works as advertised. Another one is whether it’s worth the amount of money they’re paying. If you address price by demonstrating product value and overcome the fear of not being satisfied with a money back guarantee you can beat these two most common objections.
Why an FAQ Page Can Help Beat Objections
The amazing thing about an FAQ page is that you can keep adding to it as you learn more potential roadblocks your audience experiences as they go through the buying process. Start with the most common issues and objections but try to use language that is positive in your descriptions so that they don’t come away thinking of more objections. Instead, they should leave your FAQ more excited to buy. Hint: Include a CTA on the FAQ page too.
Develop Your Sales Funnel to Answer Objections
A very simple sales funnel looks like this: Traffic (sent by ad, freebie, blog post, and other methods), > Product or Freebie > Email List > Marketing or Follow Up Series > sales page, etc. It doesn’t have to be that complicated to work. Basically, traffic goes to some form of sales page or landing page and they either buy something or download something for free. In both cases, they are put on your email list where you can promote other products and services to them.
Depending upon where they signed up for your list and why they signed up will inform the type of messages you send to them. You may send educational messages that teach them more about their problem, or you may send them follow-up messages designed to get them to buy the next product on your list after they purchased your entry-level product.
As you develop your sales and marketing funnel you’ll be able to identify which messages should go with which segment of your audience. It all depends on the point of the list you’ve added them to, and where they are in the buying cycle. Only a thorough study of your audience can teach you what to say and when.
Addressing Objections on Your Sales Pages
The other place you need to address objections is right on your sales pages. The best way to accomplish this is to go through the benefits of your product or service in such a way and using positive active language that addresses the problems they have, and why this product helps them with it. Address what the product’s value is, and exactly why it will help them without any risk to them. Go through each potential objection step by step without calling it an objection presenting the results in a positive way that overcomes those roadblocks.
Using Your Email Marketing Messages to Address & Overcome Objections
Let’s get into using your email marketing messages a little more to help you address and overcome your audience’s objections. People get on your list either by buying something, by downloading a freebie, or simply by signing up because they wanted to know more about you. Depending on how they joined your list you’ll send specific messages. It helps to create a series of messages designed for each segment of your email list designed to lead them toward making a purchase that will solve their problems.
Using these tactics will help you use the right words to overcome your audience’s buying objections.
But, nothing works as well as truly getting to know your audience enough that you can create a product or service that is exactly what they want. After all, why work hard trying to convince people to buy something they don’t think they need when you can instead create products and services (or find them as an affiliate) and put them in their path.
When they want it and need it, it’s an easy yes for them.