You’ve got their attention. They are reading or watching your content and absorbing your marketing message, but they must take that next step. Your marketing message most likely needs to address people’s key objections.
Your marketing message needs to handle objections because if you don’t, the potential client will not take the action you want to see. When you don’t have the opportunity to meet with people in advance to discuss what’s on their minds, you need to handle objections right in your marketing copy or messaging.
“According to GN, when asked what prevents people from buying a hearing aid, responses are: “I can wait” (35% of answers), “It won’t work for me” (22%), “It costs too much” (20%), “Stigma and self-perception” (15%), and “It’s too difficult” (9%).”
Gabelli Funds
According to GN, research identified the top reasons people are not making a decision to buy hearing aids. People with hearing loss believe they can wait.
There is an underlying message behind this objection, which needs to be examined from a customer psychology perspective first.
So, let’s examine this further.
What it means to say, “I can wait.”
As humans, we are procrastinators. Everyone procrastinates on something. The reason is that some things in our lives need to be a lower priority and others a higher priority.
With all the information we are given at any moment, we have to make a quick decision. We use our priority list as a filter for making decisions.
As marketers, it’s our job to ensure we correctly position our marketing message to capitalize on these objections.
People are choosing to wait because of three key things:
- They feel they need more information to make the best decision right now.
- They don’t have an event requiring the product or service to create urgency.
- They don’t trust the brand at all.
How do you get potential clients to take the next step?
To build trust, you can use social proof, guarantees, or free trials in your marketing message.
For urgency, you can use fear of missing out or regrets. In the context of hearing loss, could there be an important event like an upcoming social gathering your clients have on their calendars? You can help your clients be ready in time for the event to be able to hearing clearly and have a good time.
For lack of information, you can help your potential client to see how your service differs from others in the neighbourhood. However, don’t just write it in the copy. It needs to be visual.
One way is to use a table chart to compare and contrast services. The other is to use metaphors such as animals or personalities to differentiate your competitors.
For the objections around stigma and self-perception, we talk a lot about this when discussing the root of stigma. If you want to see how to handle the other objections, stay tuned to our blog next blog post.