+6 Objections That Will Always Come Up When You’re Trying To Sell…Anything.

And what you have to do to make sure you don’t fail.

Dear Reader,

If you sell anything in the marketplace, whether goods, services or information, then you have to be sure you always answer these 6 questions every time you send out any marketing material.

If you don’t, then you’ve made it easy for your competition to eat your lunch. Every day, easier and easier.

So, what are these 6 questions and why are they so important?

Let me tell it to you this way:

  1. It costs too much. Of course it does. And if it didn’t, why would you want it?
    In reality, things cost about as much as anyone will be willing to pay for it.
    Of course there is a limit or bare minimum you should be willing to accept, but no upper limit. If you can make the case strong enough.
    You’re job is to paint such a picture that the price becomes a non-issue.
  2. Why do I need it?
    This again, is up to you to present your product or service as above all the rest. There is a virtual plethora of businesses offering just about anything you want under the sun. You better have a good answer, well thought out and stated, why the future customer you’re sending this message to needs it. If not, you’re wasting your time on this business and might be better off doing something else.
  3. Why is yours better than your competitors.
    This is where a well researched sales letter can tell that story with aplomb. The point is to put your thing, or widget, so far above your potential competitors that you become the only logical choice. If you can’t do this, then maybe it’s time to seek the help of a professional copywriter and get them to help you differentiate you from “all the others.”
  4. I want it, but not now… maybe later.
    Have you done the job of making it “irresistible?” Is it presented so the prospect has found out about you just at the moment of least resistance? Did you send your message to a crowd of hungry buyers, or did you just grab the first thing available and throw your money away?
    If you aren’t taking the time to find your perfect customer, client or patient, then once again, you have flunked the first grade of marketing. Know who you’re ideal customer is before writing that ad, sales letter, or marketing piece.
    If you don’t do this, you’re just throwing good money after bad. That will not do if you hope to remain in business for longer than next week.
  5. Suppose something goes wrong. Can I trust your company to take care of the problem?
    I don’t know about you, but as I age, this is one of the most important points that comes into my mind every time I spend money on a mid to high-ticket item. I’m sick and tired of getting the brush off if something goes wrong.
    What have you done to make the prospect feel that everything is under control, and if something does go wrong, you will have nothing to worry about?
    In fact, this should be top of mind when you write that next ad, set up your next appointment, or take that next phone call to sell your product. Nothing else will matter if your customers don’t trust you to do what you’ve promised.
    Which brings me to number…
  6. Why should I trust or believe you at all?
    I mean, really. Why should they trust you at all?
    Have you got a long list of testimonials from someone just like them? Are you easy to find online in top reviews or can they call the BBB and get a stellar review from them?
    When was the last time you contacted one of your customers and asked them, by phone or in person, how everything is going and whether there is something you could do better, now or in the future, to keep them as your preferred customer, client or patient?

    Some things to think about, and then act on, the next time you plan on getting more of what keeps the money coming in. And it’s about time, if you aren’t already doing it, to send out that next carefully written sales, stick or follow up letter and check the pulse of your customers, clients and patients.

You may be surprised what you find out when you take the time to ask.

And remember to always, always, always ask these questions when writing your sales materials, post cards, or placing a newspaper or online ad. It is that important.

Until next time, warmest regards for your continued success,


I only asked him what his ROI was on his marketing… but his answer…

…was just one long-blank-stare… followed by some mumbling… and the real answer…

“How much is what?”
He wasn’t exactly sure what I was talking about.
Turns out… he wasn’t the only one.

Here’s the whole story:

“The other day, I asked one of the sales associates what his ROI is on his personal marketing. He looked at me, hesitated, gave me a blank stare and said, “Is there supposed to be one?”

Well… I almost lost my lunch.

What’s the point of marketing, if you don’t know the ROI, or at very least the projected ROI? (And maybe keeping track would be a good idea too. Right?)

If you don’t have any Return On Investment on your marketing, then what is the point?

This guy thought his personal marketing should just get him attention, not make him money. Or maybe get him a “like” or something.


Listen: What is the purpose of your marketing? What is your stated goal?

Is it to get attention so your prospects will like you, or do you think the purpose of marketing is to make money by offering your targeted audience a way to get what you are offering?

I prefer the latter to the former.

Really, if you’re going to spend money on marketing your service or product, what is the hoped for end result. Do you have any idea?

Direct Response Marketing is about
getting attention and making the sale. NOW!

There seems to be a lot of confusion out there when it comes to building your business.

And, there seems to be a lot of confusion about just what it is that gets customers and brings them to you.

I know I’ve said this before, but this is not rocket science. But it is “scientific”.

The methodology for marketing is scientific in method, but the message is to appeal to your targeted customers or clients, deepest desires.

It’s about what they want, not necessarily about what they need.

As the old saying goes, “You see, you seem to confusing needin’ with wantin'”

Market to wants and desires,
Needs come later.

If you’re message hits on the desires of your audience, your results will skyrocket.

If it’s all about you and how “great” you are, or “Number 1” or even how many years in business, you’re going to end up with a big yawn and the often thought but rarely said, “Next!”

What you’re customers or clients want to know is: What’s in it for me?

Always has been, and most likely, always will be.

So when you’re crafting your message, you must focus on the customer or client and how you’re  product will help them. How it will make them feel, satisfy and bring ease to their life.

This is the secret of great marketing and advertising.

Make the message all about the customer and you will see your responses come-in like a fast tide.

This is the essence of “world-class-marketing.”

Learning about your targeted audience and creating laser-focused sales messages that tickle their desire-bones.

If you’re looking for response-driven marketing, then contact me today.

A good copywriter can put the message in over-drive. It’s all about doing the proper research and then sitting and doing the work.

A great copywriter will provide you with a sales letter that will change the course of your business.

One other thing, if you’re having even the slightest doubt about your marketing materials, sometimes all you need is a fresh set of eyes to take a look and bring a new perspective.

Other times you need a wrecking crew to tear down what isn’t working and start from scratch.

I specialize in all the above: fresh eyes, new perspective and official wrecking crew to the confused and befuddled marketer.

Contact me today at this link here.

I look forward to getting to know you and learning how I can help you increase your bottom line and your ROI.


Andrew Jensen