Raise Objections

Never underestimate your reader. They will notice not only what you say, but also what you don’t say—and see straight through to the weaknesses or potential risks of your offering.

It is your job to acknowledge these questions and objections upfront—and then sanswer them in a straightforward, frank way. Not only does this make you seem more credible and trustworthy, it also gives you the opportunity to later dismiss those concerns with the virtues of your product.

Here are a few examples of raising objections in your copy.

Example 1: Precise Builder#

Precise Builder is a estimating and project management software for exterior contractors. The most common concern before purchasing the software is the initial learning curve.

We came right out and said so:

Learning a new software takes time and effort—and Precise Builder is no different.

After voicing the common objection, we were then able to outline the service and onboarding the customer receives after purchase.

Example 2: Smucker Exteriors#

Smucker Exteriors said the main reason clients don’t go through with projects is the price—that they quote higher. After coming right out with it, we were then able to justify the cost as well as plant a seed of hesitation before going with a low-baller.

There’s no question about it. Upgrading your home is an investment. And truth-be-told, Smucker Exteriors sometimes comes in higher than the competition. There’s a reason for that.

Because we quote fair prices for service that goes above and beyond. And we’re legit—our employees are vetted at the highest possible level. The guys have integrity.‍

To be fair, you should shop around to make sure you’re getting the best deal. But before you go with the lowballers, ask if they’re PA licensed and fully insured. If not, it could come back to haunt you.

Example 3: Make A Concession#

Another way to think about raising objections is to make a concession.

Here’s a simple example I like written by Anna Lengacher, a former Integro copywriter. This example comes from a Precise Builder email, where the target customer was an exterior contractor working out estimates—and company financials—by hand.

“Pen and paper is great for some things. Like sending a note to your grandma, surprising your wife with a handwritten letter, or doodling with your kids. But when it comes to running your business, it’s easy for key details to get lost and forgotten.

Example 4: Highlight Negative Reviews#

Here’s a creative use of negative reviews. By showing who you product is not for, you can attract the right customers.

Action Items/Homework/UX#

List all possible objections/questions/hesitations. How can those objections be turned into opportunities for the right reader? How can they be minimized by comparison with the virtues of your offer.

If the downside can’t be reconciled, that’s okay. Bring it up anyways. It will get your reader thinking about whether they can live with that truth.

And if they’re thinking about your offer, that’s good.

Onward ➔#

I want to have something that pushes them to the next lesson. That’s the shit. Keep folks moving.

Once you’ve done XYZ, I’ll see you in the next one where we prove you’ve got the goods to …