People are, by nature, apprehensive about spending their resources on something they don’t trust. Hence, in direct response copywriting, you should expect that your audience will not bite into your offer right away.
In most cases, they wouldn’t even finish reading your pitch.
It is therefore important that you know how to break into this wall that they have created, and one way to do is understanding your readers’ apprehensions. With this knowledge, it will be easier for you to get into their minds and turn them into customers.
Why people are apprehensive about spending
People are not apprehensive about spending. They are more than happy to shell out several dollars over something they don’t need. What makes them step back from handing out their money to you is because of the following:
- They don’t know you. They are not familiar with your product, service, and brand.
- They don’t know if you can be trusted. Since your name and business don’t ring a bell, then why should they think you’re worth their money?
- They don’t know if you can deliver expected results.
In direct response copywriting, you have tangible means for your audience to test your product or service, and this makes it more difficult to break down their apprehension. Hence, you should know why and how exactly are they apprehensive towards you by looking at those scenarios above.
By countering these scenarios in your sales copy, it is only then that your readers become amenable to change. They become more willing to give you a chance, even if it means they have to pay.
Taking their apprehensions down
Buying behaviour is easy to understand. While your audience has a lot of qualms about your offer, they all boil down to those three points. What you can do is respond to these apprehensions, strategically in your copy.
You can do so by:
- Introducing your brand and business. Create a persona, one that your readers can easily relate to. Introduce your fears and pains, and of course your ideals that they want to achieve as well. By becoming one with your audience, the easier it is for them to accept and acknowledge your existence.
- Get others to talk about you. People believe in the bandwagon effect, and they act in herds. Hence, why not use their tribe to speak for you. Use testimonials. Feature user feedback. Make other people talk about your product or service in a positive angle. By knowing what other people think, your readers also start thinking about how your offer serves to their benefit. Ultimately, they will start giving you a try too.
- Speak with urgency and guarantee. Since your audience has doubts about whether you can deliver results, then why not take the upper hand and promise to deliver within a short time? Offer a money-back guarantee so your audience would feel that they have nothing to lose. Speak with a sense of urgency so that they’d think they’re going to miss out a lot by not taking your offer upfront. These little things make them think, worry, and act based on emotions that are favourable to you.