Objections are the holy grail of business. Whenever you get one, there are 3 ways to handle it: A) ignore and carry on talking, B) defend as hard as you can, C) listen and discover what’s wrong.
Most businesses including the largest only do A and B. I know this from talking to reps at top trade shows and numerous business network meetings.
C is the only option of course, and when it comes to written content, if you know exactly who you’re writing to, you can handle every objection with ease direct in the copy.
For example, if you know that your audience objects to price, then you can lead on price. This is what makes something irresistible. Knowledge is the new commodity that most businesses still don’t get.
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