As you learn your readers’ language, you’ll discover their common objections when it comes time to make a purchase. You’ll also discover the words to use to persuade them to make a buying decision. This information can make a huge difference in your conversions.
Finding Your Readers’ Objections
Make a note about the complaints your audience makes on social media, forums, and in groups. This will give you their top objections when buying. What do they complain about? Make a note! When they don’t buy a recommended book, do they say why? That’s something you should write down. They’re issues to keep in mind when you’re writing your book.
Common Objections Most Audiences Have
There are plenty of common objections that nearly every audience shares. Start with these and then gradually learn more as you study your audience. Some common objections are the inability to trust if a book is as advertised. Another is if the book is worth the price. Address price by demonstrating value or having some type of money-back guarantee.
Why an FAQ Page Can Help Beat Objections
An FAQ page is awesome because you can add to it as you learn more of your readers’ roadblocks while they traverse the buying process. Start with the most common issues and objections but try to use language that is positive—not negative. You don’t want them to come away thinking of more objections. Your audience should leave your FAQ excited to buy. Tip: Include a CTA on the FAQ page, too!
Develop Your Sales Funnel to Answer Objections
A basic, straight-forward sales funnel looks like this: Traffic (from an ad, freebie, blog post, social media post, and any other method) > Product or Freebie > Mailing List > Marketing/Follow-up Series > Sales Page, etc. It doesn’t have to be super complicated. Essentially, traffic goes to a landing page and your audience can either buy something or get a free download. In both cases, they’ll be put on your mailing list where you can promote other products to them.
Their signup source and the reason why they signed up will determine the types of messages they receive. You might send them educational messages (describing where to find more content like they downloaded) or you’ll try to get them to buy another book.
As you create your funnel, you’ll identify which messages should go to the different segments of your audience. It depends on the point of any particular list and where they are in the buying cycle. A thorough study of your audience can teach you what to say and when.
Addressing Objections on Your Sales Pages
Another place to address objections is right on your sales page. The easiest way is to go through the benefits of your product using positive, active language that focuses on the problems they have and why this book will help. Talk about the product’s value and why it will help. Go through the potential objections—without calling it an objection—and present the results in a positive way that will make these roadblocks easily overcome.
Using Your Email Marketing Messages to Address & Overcome Objections
Let’s talk about using your email messages to help address and overcome objections. People get on your list in three ways: 1) buying something, 2) downloading a freebie, or 3) signing up because they want to know more about you. Depending on their joining method, they’ll receive specific messages. It helps to create a series of messages designed for each segment of the list. Those messages will lead them toward making a purchase.
Use these tactics to find the right words to overcome audience objections. But nothing works as well as getting to know your audience so you can create the book they want. Why struggle to convince people to buy something they aren’t drawn to when you can create a book they crave. When they want it and need it, it’s an easy yes.
Using Language to Prevent Buyer’s Remorse
There are times when you’ll do everything right to help your buyer make the choice to purchase your product and then… they have buyer’s remorse and ask for a refund. So frustrating! Even if you haven’t had this problem yet, it will happen as your sales increase. But don’t worry, there are ways to lower the incidence of buyer’s remorse. Use the right language in your follow-up messages and in customer care.
Make the Sales Process Clear & Short. Once your audience buys, you don’t want to do anything that might make them change their mind. Don’t require more information than necessary when making a purchase—payment, address if necessary, name and email address. Ask for only what you need, no more.
Reconsider Double Opt-In for Purchases. In a lot of cases, when someone buys, you’ve established a relationship with them, including the right to email them about their purchase and to recommend other products to them. Check your laws in your country, and if it’s legal, do away with double opt-in when your audience makes a purchase. This ensures they receive follow-up messages and don’t miss out on anything.
Let Them Know During the Sales Process What Emails to Expect from You. Now that they’ve made a purchase, send them to a thank-you landing page. It should congratulate them on their purchase and then gives them a step-by-step explanation about what to expect going forward—how to get their purchase, what emails to look out for, and how to get the most from their purchase.
Set Up an Email Series Follow-Up Campaign for Each Product or Service. Every time you create a new product or freebie, you should also create a follow-up series for those things. You want to thank, encourage, and support them so they’ll become repeat buyers.
Congratulate Them on Their Smart Purchase. You want your buyers to be happy, so instead of thanking them, congratulate them! Let them know about the benefits of their purchase once more and tell them to email you with any questions. Tell them about your Facebook group!
Reinforce the Benefits of Their Purchase. Every email should reinforce the benefit of their purchase. Let them know—in a short email—something amazing about what they bought that they may not have noticed or may have forgotten.
Make Them Feel Like a VIP. Now that someone is a customer, make them feel special by giving them the first crack at a new product, sale, or beta reading opportunity. They should feel like a Very Important Person for making the smart decision of becoming your customer.
Send Them a User’s Guide. Depending on how complicated your product is, a great way to break them in is to send a user’s guide that explains the ins and outs of your product. If you can break it down in simple directions, you’ll make your audience happy because they can get started quickly.
Send Hints about How to Get the Most from Their Purchase. You might include a couple of emails in your series that help your audience get more out of their purchase. If you’re selling a course, you might remind them that you’ve added documentation to their account that will help them along.
If you want your audience to feel good about their purchase and encourage repeat buying, it’s important to send nurturing messages. It takes no time at all to set up an email sequence that offers info and support to your audience. When you use the right terms and language, you’ll make them feel like VIPs and smart for making the decision to buy.
The Importance of Speaking Your Customers’ Language in Paid Products
I want you to use the right language in your marketing messages, but also use it in your paid products. You don’t want to become a different person with a different voice in a paid product. It would confuse your buyer and potentially activate buyer’s remorse.
A survey done by the Harvard Business Review found that customers place more importance on language when making a buying choice than they do price. That’s something to remember when you create products for your audience. The sales message needs to match your product. If it doesn’t, you’ll end up with a bunch of confused, dissatisfied customers.
Why Language Is Important
Language is the way you communicate with your audience in a way they understand. If you’re not using their words, it will be difficult for them to get the most out of your products.
Define Terms
You can absolutely create new terms for customers. But when you do, it’s important that you define them in a way they can relate to. Then they’ll know what you’re talking about and can implement your advice quickly and effectively.
Collect Words Your Audience Uses
A great way to use your readers’ language is to collect words they use. Adding a common phrase when communicating will get through to your audience quicker. It will make them feel more comfortable in a way that nothing else can. Create a swipe file with words they use to describe their problems and how they feel when they find a solution. Then use ‘em!
Clear Communication on Your Readers’ Level Is Most Effective
Using the words your audience uses lets you communicate on their level and in a way that’s relatable. This will make your talks clearer and more effective. When you communicate using the same words and tone, you’ll relate better to your audience and make them feel more comfortable.
Include In-Person and Live Events in Your Language Development
I don’t care if it’s text on a page, in video, a webinar or in-person even, you need to always use the terms and tone your audience uses. This will help develop trust in your ability to help them solve their problems.
Whatever you do, it’s imperative that you maintain the same language, tone and voice. That’s how your audience will know you and decide if you’re right for them.
Want to know even more about your target market? Want to figure out what makes them tick and–more importantly–buy? Make sure you grab your copy of Find Rabid Readers: How to Identify Your Target Market today!
