Ignoring It Won’t Make It Go Away
August 26, 2012
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.
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?
Browse By Category
The Opportunities Tab: AdWords vs Bing, A Friendly Match-Up
Dive into AdWords and Bing opportunities tabs and see how they compare. This includes accessibility, features, and performance insights.
How to Drive Calls that Actually Convert
Our experts are here to explain how gaining call tracking data can help you close the gap in your customer journey and tailor their experience so they actually convert.
New Facebook Analytics Updates from F8
Learn about journeys and automated insights, new tools announced at Facebook's F8 conference for the Facebook Analytics tool.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Spotify Advertising: The Why and How
This blog post gives you the rundown on Spotify, including why and how you might advertise on Spotify's new self-serve ad platform, Ad Studio.
5 Facebook Ad Settings to Audit In Your Account
5 Easy settings to audit in your Facebook Ads account to improve performance and understand website traffic.
Analyzing the AdWords Distance Report
The distance report provides a unique view of your geographic data. The report helps users understand how distance from a location impacts search ad performance.