14th May 2018 Claire Hawes

How to overcome objections with copywriting

So how do you solve the problem of overcoming objections such as ‘I’m not sure’, ‘it’s too expensive’, and ‘I’ll need to talk to a friend? I’m glad you asked…

I could have been intimidated entering a high-end clothing shop in my local town, dressed in mumsy, distinctly non-designer attire. But I was made to feel warm and welcome.

The stylish owner greeted me. She engaged me in conversation by asking me about my day.

A few open-ended questions later and we were chatting like old school friends.

The shop was light and airy with neutral colours abound.

As we chatted, the owner pulled clothes from a beautifully arranged and gleaming rack. She casually explained how I could put outfits together and make them work in my everyday life.

She then said: “Let me make you a cup of coffee while you try the outfits on.”

You can guess the rest.

I fell for the shop owner’s sales technique hook, line and sinker.

As a result, I left the shop with a beautiful outfit, having spent much more than I intended.

But I have to hand it to the shop owner. She executed the sale with a tried and tested process that anticipated my questions and overcame any objections I had.

To overcome objections, the shop owner’s open-ended questions:

Assessed my situation and evaluated my needs

I wanted to look stylish, but my lifestyle was governed by the school run.

Identified problems I have when it comes to buying clothes

As well as wanting to look stylish, my clothes need to be durable, easy to clean and require minimal looking after.

Identified what these problems mean for me

My clothes need to be versatile. I want to be able to dress them up and down.

Answered questions I had about how the shop’s range of clothes could solve my problems

If I’m spending money on clothes, I need convincing they’ll last a long time.

Consequently, the owner’s gentle questioning gave her all the information she needed to answer any objections I may have had:

I’m not sure this is right for me.

“You can screw this dress up, and the creases will quickly drop out. Wear it with flats, and it’s perfect for the school run. Add a heel and a belt, and you can take it into a business event and the evening.”

It’s too expensive

“It’s a style that’ll never go out of fashion. What’s more, its good quality fabric means it will last the test of time.”

I need time to think about it

“I don’t have many of these items in stock. Because of their versatility, they are flying out of the shop.”

You can see how persuasive this sales technique is.

It’s the same technique you can and should use when writing marketing communications copy.

You see, to truly be effective, your copy needs to overcome objections to taking action.

With this in mind, before putting pen to paper, put yourself in your customers’ shoes and brainstorm any questions or objections your customers may have when buying your product or service.

Better still, talk to your existing customers. Ask them if they had any concerns before deciding to buy from you.

To sum up

The purpose of copywriting is to get your readers to take action.

So take some tips from this sales savvy shop owner.

Reassure your customer in your marketing copy that it’s making the right decision. Show you’ve thought about and can answer its concerns.

Do this, and you’ll make them an offer they cannot refuse.

What could be better than that?

And finally

If you would like help writing marketing copy that overcomes objections, then drop me a line to get information about pricing.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.

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