Objections section in sales letter?

Answering objections is a basic part of any selling. I can still
remember memorizing the answers to several objections as
as a door-to-door salesman.

While you are writing the sales letter you are answering
objections all the time. Can I trust him? This is too
expensive? What if I don't like the product? Is this the
answer to my problems? Will it really work as promised?

You get the point.

When clients hire me I ask to see their FAQ because it
gives me a good idea about the objections that people
are having with the products. Questions are normally
objections.

So you may choose to raise the objection as a question,
for example, in my sale letter for my services, because
they are expensive, I raise the question: "But isn't
5-figures too expensive?", then I go on to handle that
objection.

I would not recommend using a section of the sales letter
for handling objections, but while you are writing the
letter always think about the objection the client would
have AT THAT POINT IN THE LETTER and then handle it
there.

That's what I think. And that's what I do.

-Ray Edwards

It's a little subtle, but I actually try to build-up to the
objection and elicit it in the the reader's mind - not
just assuming "oh, it would come-up here", but instead
building a structure of logic that forces it to come up,
bring it up, acknowledge that the objection is legitimate,
and answer it.

If your product has weaknesses admit them readily but
try to find a way to reframe them as advantages to
the BUYER. ie. "well, we don't use the same hoity-toity
cloth our competition uses - which is part of why out
trousers are cost less - but really we feel our customers
just want some good pants without the ritzy attitude...
and price."

(my copy here is a bit silly. The Land's End catalog
is really good reading for this sort of "why ours is your
best value" copy)

Use the FAQs of a business for the Sales Page. I had never thought of that. We all learn a lot on this forum.