Great marketing (and great copywriting) is designed to overcome the objections of your potential customers. Before they even have the chance to say no, you’ve addressed their concerns and eliminated their doubts, driving them one step close to making a purchase today.
Of course, before you can address the concerns of your customers, you need to know what they are. Here are 4 of the most common reasons customers say no to buying right now.
- I can’t afford it—We can all relate to this. I know there have been many times in my life where I wanted to buy something but wasn’t sure if it was the best move financially. As a marketer, how do you address this concern?
First, you have to focus on building up the perceived value of your product. You need to show the customer that your product is an unbelievable value at its price point. Demonstrate the benefits of buying, and maybe even show them what they stand to lose if they don’t buy it.
You could also consider offering payment plans to make it easier for them to afford it. It’s all about overcoming that no.
- I need to think about it—A lot of consumers want to take their time making a buying decision. They want to compare you with the competition, and they put off buying until another day. You need to combat this by creating a sense of urgency. Time-sensitive offers can be very effective (see: infomercials, home shopping channels, Black Friday, one day sales, etc.), or you could reward them for acting now.
- I don’t really need it—When someone thinks they don’t need something, it’s your job to show them how much they really do need it. Explain how the product will make their life better, and let them see everything they’ll be missing out on if they don’t buy it from you.
- Can I trust you?—The average consumer is more skeptical today than ever before. The internet is flooded with scams, so customers are justifiably cautious. They have their BS detectors turned all the way up to 11 (I just wanted an excuse to make a Spinal Tap reference). How can you build their trust? Adding testimonials from satisfied customers is a good start. So is showing your credentials and backing up your claims with facts.
What are some other common reasons customers say no to buying now?