But is it possible to get the timing of the objections wrong?<\/p>\n
Objections represent the things clients are sceptical about…
\nSo objections aren’t a nice-to-have in your message, they’re critical to remove sceptism. Which means that the downside must be brought up. And once you bring it up, you then proceed to kill the objection.<\/p>\n
But you can’t bring it up just anywhere<\/strong><\/p>\n It follows a sequence, as we outline in the Brain Audit. So what’s the just-right moment?<\/strong><\/p>\n The just-right moment is as the client goes through a process. The process is simply: And then only once this analysis is done (often in a matter of seconds), does the client start looking for the downside or something to object about.<\/p>\n Understanding this factor of timing is vital Then the headline could be: If you want a cheap car, don’t read any further. Which is fine if you’re happy to stand out and confront<\/strong><\/p>\n But if you’re keen to simply follow the logical sequence of the brain, all you have to do is make sure you get the timing right. Right after the problem, solution and target audience.<\/p>\n","protected":false},"excerpt":{"rendered":" But is it possible to get the timing of the objections wrong? Objections represent the things clients are sceptical about… So objections aren’t a nice-to-have in your message, they’re critical to remove sceptism. Which means that the downside must be brought up. And once you bring it up, you then proceed to kill the objection. […]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,13],"tags":[],"class_list":["post-260","post","type-post","status-publish","format-standard","hentry","category-articles","category-objections"],"_links":{"self":[{"href":"https:\/\/brainaudit.com\/members\/wp-json\/wp\/v2\/posts\/260","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brainaudit.com\/members\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brainaudit.com\/members\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brainaudit.com\/members\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/brainaudit.com\/members\/wp-json\/wp\/v2\/comments?post=260"}],"version-history":[{"count":3,"href":"https:\/\/brainaudit.com\/members\/wp-json\/wp\/v2\/posts\/260\/revisions"}],"predecessor-version":[{"id":263,"href":"https:\/\/brainaudit.com\/members\/wp-json\/wp\/v2\/posts\/260\/revisions\/263"}],"wp:attachment":[{"href":"https:\/\/brainaudit.com\/members\/wp-json\/wp\/v2\/media?parent=260"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brainaudit.com\/members\/wp-json\/wp\/v2\/categories?post=260"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brainaudit.com\/members\/wp-json\/wp\/v2\/tags?post=260"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nAnd that sequence is important to follow. Bring up the downside too early, and you’ve scared off the customer.
\nBring it up too late, and you’ve got the client all cynical.<\/p>\n
\n1) Is this for me? Am I the target?
\n2) Is it solving a problem for me?
\n3) Does it have a relevant solution (for me?)<\/p>\n
\n<\/strong>
\nBut there are indeed exceptions to the rule.
\nYou can use an objection to dramatic effect, if you have a persistent objection e.g. If your objection is: I don’t want an expensive car.<\/p>\n
\nAnd so the objection forms a factor of qualification early in the message.
\nWhich makes the message stand out, because it’s so confrontational.<\/p>\n
\nMake sure the objection shows up.<\/p>\n