How to find customer objections, and how to use them

I once ran a multi-million dollar offer for a rapid learning course.

We sold it to students all day long, especially a few weeks before exams.

$500 isn’t a lot to someone who thinks they might be on the brink of failing on a $100k investment.

A big complaint was that they were already so overburdened that they didn’t have time to learn the new skills.

So, we added a bonus.

A productivity “hacks” course that would save them 30+ minutes each day, giving them the space to learn the new skills.

It was one of the big turning points for our offer.

But where did it come from?

Well, we were already running a webinar, and getting good feedback in the Q&A sessions.

(Even if you don’t have an offer, I can recommend webinars as a great way to connect with prospects).

Then I added 2 questions to the sign-up process.

The first was:

What have you already tried doing to [goal]

e.g.

  • What have you already tried doing to lose weight.
  • What have you already tried doing to improve your memory for names?
  • What have you already tried doing to learn to code?

This brought back some fairly predictable answers. If you know your market, you’ll find the same.

But you’ll also find a few things that you never considered to be competition.

I’ve had some sort of version of “prayers” in response to all these questions. I’m not knocking prayer, but I don’t think that’s how it works.

The other question was:

Why don’t you think these solutions worked for you?

Now, you’re going to get a lot of excuses here. If a solution works for one group of people and not another, 9 times out of 10 it’s because the 2nd group didn’t do the work and stick at it for long enough.

The truth is harder to swallow than pizza.

But few people will admit that.

However, their excuses are copywriting gold.

If you can show how your product gets past these problems, you can create some excellent offers with very little extra work.

That’s how we got the idea for the productivity bonus.

But we picked this idea out of hundreds of lines of feedback. So how did we decide which ones were important, and which ones weren’t?

I’ll cover that tomorrow.

There’s a clue to it on my Instagram though.

Stephen Pratley
Copy & Conversion Consultant
The Conversion Co.


Quick question.

What’s your preferred social media site to follow for business advice?

I’ve been tinkering a lot but I’m going to cut back soon and just focus on Twitter and one other.

Which one should it be?

c/o The Conversion Co., 2a The High Street, Thames Ditton, KT7 0RY, United Kingdom
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