It’s great to have a single page where people can go to get some of their questions answered. (I have one that I did as though I were interviewing myself—since *I* am my product.)
But on your blog, what you’re really doing is overcoming objections, one at a time. There are people out there, reading your blog, who have already decided that your product or service is too expensive, or that it won’t work for them, or that it’s too good to be true. If they’re reading your blog, they want you to prove to them that they’re wrong at some level. So do it! Show them why your product or service is worth the investment, or whatever other objection you’d like to dispel.
Here’s the thing: you’re not going to TELL them it’s an objection.
I was working with a client on a squeeze page this past week, and we were identifying and overcoming objections in the copy, and I had headings that said things like, “Save Money,” “Save Time,” “Save the Environment.”
He said, “Don’t we want to phrase those as objections, like ‘It’s too expensive,’ or ‘It takes too long’?”
Nope. Because we don’t want to put those thoughts into his customers’ heads. What we’re doing here is reading their minds—or, at least, that’s what the ones who have the objections will feel like.
“Won’t it take too long to—oh. No. I guess it will actually save me time.”
The trick here is to write the blog post as though you’re describing a benefit—when really, you’re overcoming an invisible objection.
Here’s a quick example:
My full, done-for-you ghostblogging service isn’t cheap—but it is a bargain. Sally Life Coach doesn’t really like to blog, but she knows how important a blog is for her business. She spends four hours a week or more writing her weekly blog post, promoting it on social media, and writing her newsletter. She’d love to hire someone to take over those tasks, but she’s worried that it would be too expensive.
But here’s the catch: If Sally freed up those 16+ hours each month in her schedule, just imagine what she could accomplish! She would have time to take on more clients. (If she’s charging just $100/hr, that’s an extra $1,600 a month!) She would have time to put together that online course she’s always dreamed of doing to leverage her time and increase her income. She’d have time to do those webinars she’s been thinking about.
So which is more valuable? The money Sally would pay a ghostblogger (that she could easily earn back) or the time she’d gain by delegating a task she doesn’t enjoy?
You be the judge.
What do you think? Did I turn the objection (that my service is too expensive) around and turn it into a benefit? That’s one I just did off the top of my head. And, this is a wealth of blog ideas, since most products or services have more than one possible objection. Make them a series or spread them out over time. So your assignment this week:
Not sure how to do that? Leave me a comment below and we’ll blogstorm with you! And, as always, feel free to leave a link to your blog in the comments below to get feedback!