Earlier I shared with you the two ways in which a radio commercial can overcome the objection of “Price.”
Here are 6 more common reasons consumers might have for not responding to your advertising as you’d like them to…and how to overcome each objection in your spots.
If the objection is Fear of Non-Use Due to Complexity, stress Easy Learning Curve or Available Support.
Easy Learning Curve
At first I was reluctant to order the new Abdomizer, because I was afraid I wouldn’t be able to put it together. But it was so easy that even my brother-in-law was able to do it — and he’s a complete moron!
Available Support
Even though the new Abdomizer is so easy to use, you’ll be assigned your own Telephone Coach who will answer any questions you might have about set-up, exercises, training regimen…even the proper diet you should follow to develop rock-hard abs in just five days.
If the objection is Fear It Won’t Perform As Promised, stress the guarantee:
We’re so confident that you will Learn Calculus While You Sleep that if for any reason you’re not absolutely thrilled with your results, we’ll return every penny you paid — including your shipping costs. So you have nothing to lose….
If the objection is the Assumption That “They’re All Alike,” dramatically explain the differences between your product and your competitors’:
“Speedy, radio-dispatched service to your door. Call our toll-free number.” Ever notice how all plumber ads are alike? But try asking one of those services what happens if it takes too long for the plumber to show up at your house, and you’ll get a bunch of doubletalking excuses. We know that when you need a plumber, you need a plumber NOW.
That’s why we’ll have a trained technician with all the tools he could possibly need at your door within 90 minutes of your call…Or you won’t pay for the service call.
Plumbing Emergency? Call Speedy Bob’s Speedy Plumbing at 800-345-7638. Speedy Bob’s Speedy Plumbing; 800-345-7638. Because when you’ve got a plumbing emergency, you DON’T want to wait.
If the objection is Distrust, use testimonials. The real words of real people, in their own real voices.
And no, not recorded over the telephone.
Yes, recording over the telephone saves you a lot of time.
But it sounds cheesy.
More importantly, it distances the listener from the personal experience you should be trying to deliver.
If the objection is Procrastination, offer incentives to force the targeted consumer to act on the sales message now:
* Genuine, substantial, limited discounts
* Limited inventory
* Special bonus incentives
* An “event” so attractive to your target audience that they’ll leave the comfort of their homes and come to your show room/dealership/store.
If the objection is Confusion, educate the consumer. Selling is not “convincing.” Selling is not “entertaining.” Selling is educating.
Don’t allow your clients to be among the radio advertisers who mistakenly assume your listeners willingly believe whatever they hear in a commercial.
Next: An ingenious way to overcome an objection to the product’s Aesthetics.
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So here is the key question. How would you sell quality? If I can buy a generic brand TV Stand at Wal-mart for half the price as a quality brand manufacturer.. how would you sell that?