How to Overcome Buyer Objections Through Your Sales Copy | The Copy & Content Podcast with Jon Cook, presented by Keynote Content

Copy & Content with Jon Cook: For Speakers, Coaches, and Experts Who Actually Give an 'Ish'...

One of the biggest problems that I'm hearing from different people as we go through this COVID-19 crisis is that there's this question of, how do I overcome buyers' objections? I have an amazing offer or I think I have a good offer, but I'm not sure if it's the right offer for my audience. How do I know what my audience might potentially object to, and how do I then address that in my sales copy or my speaking presentation?

Let's say you're on a webinar or on a summit, and you want to make an offer. How do you know that the different objections that your audience might have can be already addressed, so that it pre-qualifies and pushes through those objections or overcomes those objections, in a way that gives your potential buyers peace of mind, so they can make that decision with confidence?

So the first thing I want you to do is think about, is it even the right solution? The right solution may not be as obvious. You might say, well, of course it's the right solution. I know my audience. I know that this is what they're looking for. Many times, the offer that you put out there needs to be tweaked just a little bit or given just a little bit of an adjustment. So you say I know it's the exact solution that they're looking for. Because for the audience that you might have, saying, that is their solution, but is it truly understanding the problem? It might be an amazing solution, but it might be off just a little bit on understanding what the exact problem is.

By getting to understand the exact problem first, then you can create the solution. Don't create the solution first and then retrofit it to a problem. Because that might be a force fit on the solution to that problem. Identify the exact problem first, and then go and identify then, here is the perfect solution for that exact problem.

So the right solution is key, but then you also say, are you the right person? And you might say, well, what makes me the right person? I'm already connected with my audience. How do they know that you are the expert to give them the answers they're looking for with that solution? It might be the right solution. Let's say it's helping with weight loss or helping with wellness. But if you look out of shape or if you look like you're not showing up as a professional, they might say, how do I know? I'm not convinced that you're the right expert for this.

So the right person, proving that you have the pedigree, that you have the results that says I can get you the results you're looking for with this solution, because I have this as my background. Right solution, right person.

And then you also say, what is the right timing? This is key right now, especially as we're going through this COVID-19 crisis. There are so many people that I've come across where they say, hey, all of a sudden I started getting some negative comments on my ads. What's going on?

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Being an expert doesn't mean you automatically have an audience, especially with so much noise in the digital marketing space. You need to break through the noise and establish your message as a rising thought leader in your industry. Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. If you want greater clarity and even better results with your message, visit workwithjoncook.com