The Unspoken Objection You Must Answer To Convince Your Prospect To Buy

I’ve written several blog posts about features and benefits, the difference between the two, and why it’s important to backup your claims with evidence. It’s also important to understand that people buy with emotion and convince themselves with logic before buying…

But if everyone is heavily influenced by their emotions, what is it about logic that helps push the sale?

Well, we know that with logic you can look at the bigger picture of any situation without the cloud of fickle emotions, which means that a lot of things come to mind…

According to Joe Sugarman, one of those things is a simple objection…

What is the one thing that EVERYONE asks themselves in order to soothe their desire with logic?

It’s simple, really:

“Why should I buy this thing?”

It doesn’t matter if you’re purchasing a new car, or a new roll of toilet paper, the main objection that’s practically embedded in your subconscious is asking why you should buy THIS particular thing.

Why THIS brand as opposed to others? Why a Honda Accord over a Toyota Camry? Why Applebee’s over Chili’s? Why this over that?

In order for your prospects to convince themselves that their emotions are justified, they need to answer this one question.

Learn more about emotion and words in the blog: The One Thing That Makes Words So Powerful.

Answering This Question In Your Ad Copy

Remember how we talked about Neuro-Linguistic Programming, and how every question creates a loophole in your mind? That’s exactly what this question does for your prospects. When they ask themselves this question, it opens a floodgate of different answers that take place in different scenarios in their minds. That’s how they’re able to convince themselves to buy your products.

The key is to provide as many answers to this question in your copy. If you’re writing a long form sales letter for a product, you can answer this questions when:

  • Talking about the features – Detailing what the product does can help the prospect visualize what it would be like to use the gifts and gadgets.
  • Talking about the product’s benefits – Every benefit should answer as many pain points as possible.
  • Listing testimonials – Stories from real customers or credible sources are opportunities for your prospects to relate and put themselves in the shoes of others who are experiencing success.
  • Trial closing into the call to action – When you’re trial closing and future pacing, you’re asking questions that almost force the prospect to answer “yes” to. But what you’re really doing is having them answer the main question (why they should buy this thing) over and over again.

By the time they’re done reading your sales letter, there should be no doubt in their mind as to why they should buy your product!

Learn more about how having solid evidence can help you close the sale in the blog: How To Sell Your Products With Solid Evidence.

2 Points You Should Always Remember, From Joe Sugarman

Joe Sugarman says that there are two points you should always remember when it comes to emotions, logic, and sales:

You buy on emotion and justify with logic
Logic is the answer to the unspoken objection: “Why should I buy this thing?” (Triggers, 72)
If you can remember these two things, you will always be able to convince them why these should buy your thing.

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