Anchoring Objections to Your Competitors

by Lou


How would you like a quick and dirty way to plant objections in your prospects’ minds about your competition while at the same time you come out smelling like a rose?

This language pattern can be used for any aspect of your ad, but it’s especially useful when your competition is hiding some sort of negative. This language pattern also asks a question, engaging your prosects’ minds.

It also operates at a subconscious level. How? Say your prospects are shopping around, they’re comparing offers, the doubt you brought up when they read your ad will be in the back of their minds. When they realize no one else will fulfill their wishes, they’ll see you as their knight in shining armor and come running back to you with fists full of money. (Ha! Don’t we wish it were that easy?) Okay, I’m kidding on the last part. But it will bring up possible objections and here’s your chance to eliminate the major ones.

LANGUAGE PATTERN:
When you (SOMETHING THEY’RE THINKING OF DOING), do you (want/need) (SOMETHING NEGATIVE)? Or do you (SOMETHING POSITIVE or WHAT THEY WANT)?

EXAMPLES:

A BOOK ON COPYWRITING: “When you buy a book on copywriting, do you want get the same stale advice that is regurgitated time and time again or do you want fresh, useful, and persuasive ideas that will help you sell more at a greater price?”

A PLUMBER: “When you have someone come over to your house to fix your leaky toilet, do you want to see them several times a month, making their bank accounts bigger, helping them buy their Mercedes? Or would you rather flush without fear?”

Another benefit of this language pattern is that it uses both negative, moving away motivation with positive, moving toward motivation. A winning combo. But it’s also flexible in that you can use two negatives together to make it stronger since, as you know, more people are motivated by the removal of pain than they are in going after a goal.

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