A sceptic is someone who has doubts about things that others believe.

Sceptics exist because we humans are capable of independent thought and reason.

Our current time would appear to be a golden age for sceptics and scepticism.

The subjects open to debate and doubt are myriad. Here are just a few of them.

  • Doubts about the fairness of election results
  • Coronavirus; is it real or a conspiracy designed to control populations?
  • The case against vaccination concerning the above virus
  • Whether 5G masts spread disease
  • The existence of God
  • Fake moon landings
  • The shape of the Earth
  • Who killed JFK

As emphatically as the case is made for each of the above, opposing arguments and theories are presented.

Another way of describing scepticism is opposition.

One party is opposed to the ideas or beliefs of another.

And so it is in business and in particular, in sales.

“Never underestimate the opposition to buying your product.”I’m a big fan of Jay Abraham and his marketing approach. The quote above is one of his. In a nutshell it explains the situation for any business keen to grow.

Scepticism among buyers has always existed, but today it’s at a zenith. 

And that’s strange because you would think when online marketing is so pervasive, it would make buyers less sceptical, precisely because they have access to tons of information.

Alas, it isn’t so.

In part, it’s because there is too much information. Or claims are not believed, or a poor experience relative to a marketing promise colours buyer judgement.

Put one or more of those things together, and you realise why potential buyers are sceptical about your company’s product or service.

Ultimately, they have doubts about what your current clients believe to be true.

Telephone salespeople understand buyer scepticism better than anyone because they meet it every day and in most of their calls. 

They hear first hand what a buyer believes or doesn’t.

To turn sceptics into buyers, they must overcome those objections by persuading them with authentic proof of why those beliefs are misplaced.

Overcoming scepticism of this kind is not an easy job. A salesperson must clearly show the relevance of the product or service to the client. They may have to overcome the buyer’s fear of taking a risk on an untried company or service.

Ultimately, they have to present a compelling case. One that breaks down and removes any opposition to buying.

“Compelling copywriting is salesmanship in print.” The words above are not mine but those of the innovative advertising man John E. Kennedy.

They sum up beautifully the link between copy and sales.

Before I was a copywriter, I worked in telesales. It provided excellent training for sales related writing.

On the phone, you meet sceptics by the score. 

You assume everyone with whom you start a conversation will be sceptical about your offer.

Fluffy introductions and a tentative manner will quickly end your calls.

Back then, I thought the competition for buyer attention was tough. They got a lot of sales calls but nothing like the number of emails they receive now.

And that’s why I’m offering this FREE Email Healthcheck for the next day or so. 

If you’re disappointed with the response rates to your emails, this will be useful.

It works like this;

Reply to this email, and I’ll send you a short questionnaire plus a request to see a sample of your most recent emails.

Following that, I’ll send recommendations for improvements if I think they’re needed.

You are free to act on those recommendations or disregard them as you wish.

However, if you like the recommendations, I might persuade you to let my team and me get to work on your behalf.

If you’re sceptical about this offer, there is no catch.

You get the recommendations whether you work with me in the future or not.

And, they might help you turn more of the sceptics in your world into buyers.

Very best,

David O’Beirne 

Published On: April 14th, 2021 / Categories: Content Marketing, Copywriting, Direct Marketing, Email Marketing /

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