Why you may be getting your reasons to believe all wrong

Chief Creative Officer

This past summer, I finally treated myself to a pair of prescription sunglasses.

Before that, the term “beach read” was lost on me. I would just sit motionless staring at the sea. It was like Weekend at Bernie’s only less fun. And less dead.

Instead of buying a fresh pair of shades, I wanted to put new lenses in the frames I’ve had for nearly 20 years. 

I knew from experience I was asking for trouble. But this time I was prepared.

You see, I’ve had new lenses swapped out of those frames a few times before. Each time you do that, the frames weaken and their chance of breaking increases.

That’s the warning I got from eyeglass technicians whenever my prescription changed.

But instead of delivering it as a gentle caution, they always used the kind of nasty tone you’d normally reserve for an apprehended shoplifter or people who put ketchup on hot dogs.

So, rather than take my lumps again, I decided to get ahead of their objection by acknowledging it before they had a chance to pounce.

And it worked. 

The absence of friction made it easier to move forward with a transaction that may have otherwise stalled. 

So what if the paying customer had to take steps to avoid getting lectured? It was nothing compared to another blurry beach vacation. 😎

* * *

Addressing objections in your marketing is no different than doing it with a power-drunk shop clerk.

But, Matt, won’t that just remind people of why they shouldn’t buy my product? 

Just the opposite. Here’s why …

When you recognize someone’s skepticism, you’re meeting them at the conversation they’re already having in their head. And when you take the time to drain their objections, you clear a path toward a worry-free purchase.

The single most powerful way to neutralize doubt is with your reasons to believe. Because one is the logical response to the other.

Makes perfect sense to me now. But I had been getting it wrong for years.

I was looking at RTBs from my own viewpoint instead of my audience’s. All those stats, survey results, and other proof points sounded great to me. But none of it mattered if it didn’t counter my prospect’s objections.

I was rushing my reader toward a decision they weren’t ready to make.

If you’ve unknowingly fallen into that same trap, here’s a foolproof way you can build the most persuasive reasons to believe …

Start with your audience’s “reasons to doubt.”

This forces you to look at what you do through your prospect’s eyes.

What holes can they poke in your pitch? 

Where do they start sensing any risk? 

When can you hear them getting up in your face saying: “Yeah, right!”

Make a list. Once that’s done, you can answer each doubt with unquestionable proof that backs up your promise.

Then, you’ll end up with actual reasons to believe. Because now, you’re convincing the right person.

Here’s a song to play you out >>> 

See you next time. — Matt


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Headshot of Matt Cascarino
Chief Creative Officer
Matt is a professional storyteller. That used to be a thinly veiled way to say you still lived with your parents. But the truth is stories have existed since the dawn of humanity and they still have the power to move people, even if it’s no longer from the path of a charging mammoth. Throughout his career on both the agency and client sides, Matt’s work has been known to compel audiences to indulge in higher thread counts, abandon Lenten sacrifice, or move to the suburbs. He’ll even conjugate a noun if he has to. The bottom line: Matt is our agency twofer. Strategy and Creative. The Big Idea and Stealth Deployment. He’s a single expense yielding a dual return. And who doesn’t love a bargain?

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