How to Overcome the Prospect's Objections
One of the big challenges for marketers is overcoming objections. Sitting down and figuring out why someone might not buy, sign up or take the action you want them to take is a necessary exercise, albeit not always a fun one. But once you've thought through what might hold the prospect back, you need to address those issues in your marketing effort.
Let's take a look at how Visionworks tackles how to figure out what the objections might be and overcome them in this retail traffic builder double postcard.
The front features "Exclusive Money Saving Offers Inside," with the nearest store clearly displayed. This immediately makes it clear to the mail recipient where to go. Inside is the offer of BOGO—buy one pair of glasses and get a second pair free. And the offer includes "All Premium Lenses" (Transitions, Polarized, etc.), so now the prospect knows exactly what the offer includes.
The next panel includes an extra 10 percent off the BOGO offer and a $19 eye exam, clearing the hurdle of what might prevent someone from getting a new pair of glasses—needing a new prescription! Or the reverse situation is addressed with: "Any prescription from any doctor."
Finally, the back panel seals the deal with the following copy "Everyday... We accept any valid prescription. We accept hundreds of insurance plans, including Davis Vision. We offer free fittings and adjustments."
Visionworks has thought through every reason someone might not come into its store and make a purchase, and presented its story with a clear and clean design.