As a marketer, it’s important to understand your prospects by anticipating their needs, objections, and apprehensions.
We call this, “Preemptive Copy”:
In a time of high prices and business/economic uncertainty, your prospect or customer may cut back on a new purchase. This is especially the case if they are unfamiliar with you.
Often, when a prospect sees a new product, they are thinking of a reason NOT to buy it.
Your challenge is to discern their objections to your product and counteract them with preemptive copy.
Picture your prospects comparing your product or service with your competitors’ and identify what differences would make them want to buy from you.
Picture your prospect thinking they can live without your products… or postpone buying it.
Understand they may be skeptical and not trust or know who you are.
Also, figure out what other negatives they may have.
Once the objections are identified, you’re ready to write preemptive copy. That’s copy that answers your customers’ questions and combats their objections.
First, start by listing their negatives and then come up with positive responses to counter them.
For example…
- I’ve never heard of your company.
- Counterpoint: The new leader in laser technology.
- It costs too much.
- Counterpoint: For a few dollars more, you’ll have superior quality that you can’t find anywhere else.
- Maybe someone else has a better alternative.
- Counterpoint: Only one company brings you industrial-grade quality and 24-hour customer service.
Key point: If you craft copy that addresses your prospects’ objections, you’ll gain credibility and instantly position yourself as an authority on meeting their specific needs.
Direct Response Copy writers use preemptive copy.
Want a free critique? Or need help in doing the copy for whatever marketing channels you’re using?
If you want a free critique, need help, or have any questions, call us at 615-993-4647 or email Michael at [email protected].
