Redefining objections and turning them into must-haves
Three categories of objections and drawbacks:
- Your product is too hard to use
- Your product is not important enough
- Your product simply costs too much
Redefining ia the process of giving a new life and perspective to your product’s objections.
Perform a complete reversal on the drawback.
Imagine you are writing copy for a guitar. Your guitar is not important enough. Your brand is not well known. You take your product
and reverse the objection. From an unknown, no-man’s brand, to the brand of the next Pete Townsend, the next Mark Knopfler,
the person who will be a future superstar. The underdog.
And that is that your product is going to do. Your product is the image of counterculture, against the big corporate entities. The
spirit of creative expression. Of music itself
Overcomplication:
When your product is deemed too hard to use, your objective as the copywriter is to simplify the application, to create an image of
ease in the prospect’s mind when using your product.
Innovation without acceptance is valueless. Graduate the experience.
Escalation:
Once it has been made simple, escalate your experience. Broaden its appeal, bringing out the simplicity as the cause for its great
variety of benefits, and why it is so important.