Change the Conversation
There's a time to meet objections...
There's a time to join in the conversation at hand...
There's a time to leverage a winning conversation...
...and there's a time to completely change the conversation.
You're not required to engage in the conversation your audience is already having. Yes, you have to get inside their heads. But if you're faced with serious resistance, a market full of broken promises, over-the-top hype and serious objections, you can sidestep them by presenting a new, (hopefully) innovative perspective.
We're taught to meet the objections that our audience harbors... and use them as a way to turn a negative into a massive positive.
But what if you can't reconcile their objections?
What if meeting objections doesn't really help your campaign become the control to beat?
Here's the deal:
When you sit down to write copy, you have the choice to leverage and swipe proven commodities in your market. You also have the choice to imagine an original brand/USP/hook... and invite prospects into your conversation; You have the choice to lead the conversation into the direction YOU want to take it.
Of course...
If you're going to attempt to use a new concept, it must be persuasive. It still has to activate and disarm people's contrary beliefs - so you can ease them onto the path of least resistance - leading them to your solution.
I'm talking about seducing your prospects into your world and organically dissolving their objections by inviting them focus on the conversation you create.
In other words...
You're not overcoming their objections, you're just effectively shifting their attention somewhere else.
Try it.
Mark
There's a time to join in the conversation at hand...
There's a time to leverage a winning conversation...
...and there's a time to completely change the conversation.
You're not required to engage in the conversation your audience is already having. Yes, you have to get inside their heads. But if you're faced with serious resistance, a market full of broken promises, over-the-top hype and serious objections, you can sidestep them by presenting a new, (hopefully) innovative perspective.
We're taught to meet the objections that our audience harbors... and use them as a way to turn a negative into a massive positive.
But what if you can't reconcile their objections?
What if meeting objections doesn't really help your campaign become the control to beat?
Here's the deal:
When you sit down to write copy, you have the choice to leverage and swipe proven commodities in your market. You also have the choice to imagine an original brand/USP/hook... and invite prospects into your conversation; You have the choice to lead the conversation into the direction YOU want to take it.
Of course...
If you're going to attempt to use a new concept, it must be persuasive. It still has to activate and disarm people's contrary beliefs - so you can ease them onto the path of least resistance - leading them to your solution.
I'm talking about seducing your prospects into your world and organically dissolving their objections by inviting them focus on the conversation you create.
In other words...
You're not overcoming their objections, you're just effectively shifting their attention somewhere else.
Try it.
Mark