There will always be objections raised in the selling process. What if…I can’t…maybe… An objection means they don’t have enough information. It’s that simple.
Now it’s one thing to be in conversation and hear an objection voiced, you can immediately begin to determine what they are thinking and ask questions to identify and clarify their objections. But what do you do when you are writing a landing page and are essentially having a conversation with yourself?
You have to anticipate.
Make the “what if’s” part of your content
When you do your homework to identify the problems of your target market, also write down some of the perceived objections that might be raised. If you have had conversations with friends that represent your target market, be certain to explore their possible objections. Put yourself in the shoes your target market. Is the objection money, time, fear, lack of information, lack of need?
You want to beat them to the draw, so to speak, by addressing those objections in your sales page content. And what better way than to have someone else tell them what your product or service did for them.
Let testimonials handle the objections
“Although I’ve been a professional magazine writer for years, I didn’t realize the incredible marketing potential of articles until I took Cara’s class, Article Magnetism, How to Write Articles that Attract. Cara’s class material was worth ten times the cost of the class and her vast experience helped point me in directions I would not have thought of on my own. If you want to learn the nuts and bolts of effective article marketing, Article Magnetism is the one class you can’t afford to miss.”
Nancy identifies herself as a knowledgeable person, indicates her problem of not having realized the marketing potential of writing articles, and indicates the class raised her awareness and moved her to a new level. This well-crafted testimonial is only three sentences long and addresses value, benefits and results.
I’ve been interested in article marketing for nearly a year now but I felt stuck and hadn’t done much with the information I’d received. In three weeks of Cara’s class I’ve been inspired to write 7 articles and have brainstormed a list of 27 more article ideas to write about. She’s really pulled this topic together for me so that I can write with confidence, ease, speed, organization and pleasure. I don’t feel like I have to write an article anymore. I want to write an article!
Cara gets herself and her students right into the beat of this topic, with each and every session. No one is looking at their watch, multi-tasking or asking “where’s the beef” in this content rich class. Her original (and really generous) bonus materials are great and her tips and resources are not the usual ones that everybody lists.
I really loved this course. Anyone who orders it will be richly rewarded.
This is actually a bit long and I could easily edit it but I include it because Beth speaks of her emotion, how stuck she felt and how relieved she was to actually want to write an article instead of feeling she had to. And she gives insights into the richness of the content and value of the course.
And I didn’t have to say a thing. You sometimes don’t have to do anything more than include the testimonial in your marketing material.
Use the parts and pieces
Some of my best testimonials come unsolicited in an email comment from people I interact with. First, I save them all in my “Acknowledgment” file so if I ever start feeling dumpy I can go look at the great things people see in me. But I also email them back and ask if I can use an excerpt as a testimonial and if so, how would they like their name and URL listed on my web site. Who can turn down an offer like that!
By asking for an excerpt I can take the short, juicy phrases out of a longer rambling testimonial and make a major point with just a few words. Don’t hesitate to edit the testimonials that are offered.
Place the testimonials where they count
A good testimonial helps overcome objections so place them strategically on your sales page where an objection might come up in a conversation or the natural thought process might be “I’m not sure…”
You could even go so far as to have a sub heading “Not convinced? Read what Nancy has to say about this class.” But more often setting the testimonial apart by indented italics or in a colored box is enough to help them stand out.
I’m not a fan of complete pages of testimonials. I don’t think many people go read them, but a short well-placed testimonial in a sales page can humanize you and your process.
Keep them colloquial
You want testimonials to be written as people speak, not as a slick, well-crafted advertisement. Keeping them colloquial makes them more believable. Testimonials are like a pat on the back, congratulations on a job well done, an expression of gratitude. Let others see how much your offerings are appreciated and more importantly, what they helped others achieve.
If you don’t have them, ask for them
Here are the questions you’d like to see answered in a testimonial:
- Why they came to you in the first place
- What was decision that made them say “yes?”
- What happened?
- What was the result of the process?
- What the future will be because of this process
Use testimonials to convey your benefits and help you achieve credibility. Ask for feedback when you give a teleclass or a workshop and from your clients and ask for permission to use excerpts when you do. Sure, you can write leaders in your field for a testimonial but the voice of the person whose heart you touched will count for a lot more.
Cara Lumen, The Vision Distiller, helps you focus your passion into profitable course of action. Through internet marketing, content strategy, signature product development and her own information products she helps pro-active entrepreneurs become Success Magnets. www.caralumen.com