COPYWRITING STRATEGIES FOR OVERCOMING OBJECTIONS

Summary from the TLDR Marketing newsletter

It’s common for companies to not address any objections on their websites, but this often leads to lost conversions. Address common objections by simply stating counter-objections, for example, “no rote memorization” targets online course buyers who don’t want the feeling of being back in school. For objections that are strong but embarrassing objections, frame the counter-objection in a different way, for example, “let the audio do the work for you” addresses buyers who feel too lazy to do the work. Some objections are so taken for granted that they’ve become assumptions. It’s best to address them directly.