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In recent posts, I’ve talked about the power of emotion in your sales copy. I can’t stress how vital it is to the success of your sales copy.

At the very beginning of your sales pitch, you should flood your prospect with emotion, desire and energy to create momentum needed for them to read your sales copy.

Then – after you’ve stirred up emotion – you must make a smooth transition from emotion to reasoning. Usually around the point of purchase (when a major decision is to be made), your prospect’s brain will raise objections to buying.

Here are a few examples of common objections:

* If I just invest a bit of time, I can get the same information somewhere else for FREE

* This is very expensive – perhaps too expensive.

* Is this really going to work?

* How does this compare to XYZ selling the same thing?

So how can you stack the odds on your side?

1 – PROOF ELEMENTS

Personally, I like to address the MAJOR points of objection in the sales letter directly. The most effective way to do this is using PROOF elements such as testimonials, statistics, diagrams, comparison charts, etc.

2 – GUARANTEE

Of course, you should offer a guarantee. A 30, 60 or 90 day money back guarantee usually works best. Don’t be afraid to offer longer guarantee periods… you’ll often find that people forget they want a refund by 90 days… so your refund rate will actually be less with a longer guarantee.

3 – FAQ

Include a FAQ. Many times there are small points of objection that don’t really fit into your sales letter. If you were to address them all, your letter would be too long, too boring and potentially confusing. By including a link to a FAQ at the bottom of your sales letter, you’re able to alleviate concerns of buyers.

Here’s a few examples of concerns you could address with a FAQ:

* Is the credit card processor safe?

* Is it suitable for my kind of business?

* Am I too old/young for this?

* Is there a support phone number?

* etc.

To stack the odds on your side, make sure you’ve answered all obvious objections. If your product is new to the market and you haven’t had much customer feedback, you might need to spend time brainstorming potential objections of your prospects… then write copy that addresses and alleviates those problems.