Writing Product Descriptions That Address Objections

Your prospects are lying to you. Not about budget.... About what's really stopping them from buying. Most sellers spend 90% of their time convincing people why they SHOULD buy. But completely ignore why they WON'T. It's like Eminem in 8 Mile. Remember that final battle? He called out every single reason someone could use against him. Took away their ammo. Left them speechless. That's exactly what you should be doing in sales. The Unspoken Objections (The Real Reasons People Don't Buy): Fear - "What if this doesn't work and I look stupid?" - what do you think your prospects are afraid of with your product, get ahead of it. Pain of Change - "Learning something new sounds exhausting" - how hard do your prospects believe the change process will be? Uncertainty - "I don't trust that this will actually deliver" - Have they ever done something like this before? Past Experience - "We tried something like this before..." Ego/Commitment - "Admitting we need help means I've failed" Being Wrong - "What if I pick the wrong solution?" Things are OK - "We're not dying, so why rock the boat?" Lack of Understanding - "I don't even know what this does" Most reps pray these never come up. Winners address them before they're even thought. The 8 Mile Approach to Selling: Instead of: "Our product increases productivity by 47%" Try: "I know you're probably thinking 'another tool to learn' - here's why this one's different..." Instead of: "We have 500 happy customers" Try: "You've probably been burned by vendors before. Here's what we do differently..." Instead of: Hoping they don't bring up price Try: "Yes, we're expensive. Here's why companies still choose us..." When you proactively address the unspoken objections: 1. You build massive trust (they think "wow, they get it") 2. You control the narrative 3. You eliminate their escape routes 4. You sound like a peer, not a pitcher The uncomfortable truth? People don't buy because of what you tell them. They don't buy because of what they tell themselves. And if you're not addressing what they're telling themselves, you're just another rep making noise. Stop selling features. Start dismantling fears. Your close rate will thank you. Sit down. Map these out in the messaging process (this applies to outbound just as much as it does demos) Get to work. Now everybody from the 313...

Here’s a B2B SaaS product marketing play you can steal. It’s called “The Objection Smasher.” Create a public facing landing page and list out the brutally honest 5-10 reasons customers don’t buy your product and why they churn. Every buyer is working through 2-3 vendors and hundreds of features. But they all know they are being sold to. Of course everything you say about your product is going to be glowing. But that’s what everyone is doing. You can shift the conversation to you by earning trust and credibility from sharing the top reasons people don’t buy. Help them buy. Plus: I’d rather have a chance at sharing our POV on the reasons why people don’t buy and controlling the message vs letting them wonder and maybe never even talk to us. Handle the objections upfront before you even get to a sales call and then your sales team isn’t playing defense right from the first call. Sit down with your sales, customer success, and product leaders. Take insights from each team and handle those objections in advance. This could also easily start with a blog post or a LinkedIn post too. Why do this: 1. Addressing your flaws upfront creates trust and credibility - we don't believe in perfect ratings, perfect reviews. I don't like when the waiter tells me everything here is good. That can't be true! 2. Have you seen the movie 8 Mile? "Here! Tell these people something they don't know about me."

The best way to overcome objections? Tackle them before they even pop up in the customer's mind. Let me give you an example. Selling a kids' subscription box? Here’s how to preemptively strike: "Is it age-appropriate?" Don't wait for this question—highlight right away that it's perfect for ages 4 to 14. "Can it be used independently or with family?" Emphasize that it offers both solo challenges and family bonding opportunities. Two birds, one stone. "Will they get bored with it?" Counter this with phrases like, "It's so fun and addicting!" Sprinkle in some testimonials about kids who can’t wait for their next box and spend hours engaged. How do you uncover these sneaky objections? Surveys and social media comments are your secret weapons. Use them to anticipate customer concerns and address them in your ads and landing pages. Turn those objections into selling points, ensuring customers see the value right from the start. Addressing objections upfront isn’t just smart—it’s your ticket to winning over more customers.