Dear Chase,
Quick email today. Your audience is busy. They don't have time to read my yapping for more than a few minutes at a time.
I wanted to talk about handling micro-objections in your copy, and why it's important.
That's what H.E.O. stands for.
Handle. Every. Objection.
This is not about handling price objections or time objections.
That's obviously important, and you need to do that.
Handle the price objection by comparing the cost of your thing to something else, and handle the time objection by adding urgency.
That's easy.
What's more difficult, and also more important, is handling "doubt" objections.
People who read your offer, and only believe 50% of what you say.
That's extremely common.
When you're a new copywriter, you can only do this through revisions.
Anytime you write an email, sales page, or VSL, you need to complete it first.
And then read it back.
Put yourself in the shoes of your most skeptical prospect.
Let's take an offer like the one Alex Heiden has. He's a friend of mine. Crushes it.
Imagine that you're the biggest doubter in the world.
He's teaching a SaaS bizopp, meaning he teaches regular people how to spin up a SaaS and eventually exit for 5-6 figures.
Alex knows his offer is good, so when he writes copy for it, he comes with the energy that he KNOWS it works and that it's simple.
But his audience may not agree.
They might have some doubts.
They might think that SaaS is something only people with a degree and a ton of money can do. You gotta handle that.
They might not think that SaaS is a viable option if you're over the age of 40. Handle that.
They might think that everything you're saying is BS. Handle that, too.
The best way to do that is by following this structure:
"I know you probably think X. I don't blame you. I thought that too. But once I took Y action, I believed Z. And you will too."
That is exactly how you handle a micro-objection from someone, and change their beliefs in the process.
For a fitness offer, for example:
"I know you probably think you need to do cardio to lose weight. I don't blame you. Everyone says that. But I was able to lose 25 lbs in 3 months by only fixing my diet. That's how I know you can do this too."
Easy.
And you're going to have to do that probably a few dozen times throughout your copy, depending on how long it is.
"I know you probably think X…"
And if you do that enough times, you'll put your audience at ease.
And you will get the sale.
Make sense?
Yours truly,
Alex.
Sent from my mind-reading device. I know you probably think that doesn't exist. I used to think that too.
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