The sticking point on a pitch — you know, the part that might kill the deal or that drives some customers away — that part doesn’t go away when you ignore it.
This is obvious in face to face sales because if you try to ignore it, the customer will bring it up as an “objection.” That’s why sales training specifically addresses “objection handling.”
But in PPC copywriting the writer never sees the customers reaction, he just sees low conversion rates when people blow-off and ignore his ads.
And that’s exactly the case with this Facebook ad:
Full marks for an attention grabbing image. Putting the face on the lobster was genius.
And while the headline is less than mediocre, the image and URL are intriguing enough to get most lobster lovers to read the copy.
And yet, this ad utterly failed to convince. If I were not clicking solely for the purposes of this article, I’d have never responded.
Why?
Because the very idea of overnight-shipped live lobster makes me picture hundred dollar bills flushing down the drain. As in, how could this possibly be cheaper than going down to the local seafood market and buying Maine lobster from their tanks at somewhere around $9 a pound?
Even if they were selling their lobster at $5 a pound, how many would you have to buy in order to make it worth the shipping costs? At a guess of $30 for overnight shipping, you’d have to order somewhere near 6 pound-and-a-half lobsters to make the savings equal the shipping.
So why not say “Free Shipping for First Time Orders”? Or “Overnight Shipping Included in Price.” Or “The cheapest way to buy 6 or more lobsters.”
Or something. Again, ignoring the problem doesn’t make it go away. It just makes your prospects go away when their concerns remain unaddressed.
So what concerns, questions, and objections come up for your offer — and how do your Facebook ads address those concerns?
