I finally insured my fiancé’s engagement ring. 💍 And learned an important copywriting lesson in the process.
I’ve been procrastinating on this task for a few months. (But hey, better late than never, right? 😂)
Anyways, while I was applying for coverage…
I noticed a 5-word blurb of copy that contains a valuable lesson on persuasion.
Here it is (highlighted in red):
What do those 5 words – “even on a mobile device,” – achieve in this 👆 sentence?
They handle an objection.
How to handle sales objections with your copy:
Those 5 words above pre-empt a point of friction (that is, a concern about how hard it’ll be to fill out the form on a mobile device). And address it before the prospect even realizes what’s up.
(And yes – in case you’re wondering – THAT small of an inconvenience is enough to kill a deal online… Compelling someone to take action through written words is fickle.)
Take me, for example. I’d already been procrastinating on getting the ring insured in the first place…
So if I’d opened up this application page on my mobile? I’m sure I would have further procrastinated if it weren’t for those 5 words… Which reassured me that I’d have a quick and painless user experience.
Now it’s your turn:
Which objections do YOUR prospects face that hold them back from taking action with you?
Send me a message and lmk. Seriously! Curious to see what you come up with.
Talk soon!
Dylan