If youre a good B2B copywriter, you probably do your homework before accepting any new copywriting assignment. You research your prospect. You research your product, and even your competitors products. And you know your product can greatly improve your prospects bottom line. No questions asked.
So theoretically, all you have to do is present your benefits, offer a proof element, show how the benefits overwhelm the price, and youre in the clear. Right? Not even close. Heres why.
Even if your product doesnt carry a 6-figure price tag, your prospect is still going to be reluctant to even request more information. The reason: fear.
the B2B buyer is afraid of making a mistake. If she doesnt know your company and has never heard of your product, your offer represents a risk to her career. Perhaps she has made a few similar mistakes in the past which have cost her. So you have to get her over this fear if you even want her to give you your most-wanted-response: become a warm lead.
One of the best ways to do this is through the use of testimonials. Thats right, use testimonials to overcome objections.
Most copywriters are taught that testimonials are...
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