, 

Yesterday was an interesting day. 

It was as much exciting as it was dramatic, and funny too. 

Here’s a bit of backstory. 

Last Friday, I got a random call from an unknown number. 

A male husky voice bellowed my name from the other end of my phone. 

Surprised to hear my name, I stood up from where I was sitting and suddenly started to listen carefully. 

To be honest, in my mind, I was waiting for the tiniest hint that the caller was one of those scammers who call random people pretending to be from their bank - or in my case, their school - so that I would hang up immediately. 

The voice then went on to tell me that I’d been shortlisted to receive an award from a certain educational foundation (name withheld),

And that the ceremony would be happening in just a few days.

Me?

An award?

Which award?

Confused, I asked for the name of the organization again so I could write it down and do my research. 

The caller requested for my email address, and then sent the letter of the award to me. 

I told my mum about it. 

And immediately, in typical Nigerian-parent style, she said “you’re not going”. 

She was probably already thinking in the direction of scammers and maybe even kidnappers/ritual killers - basically evil people generally.

So I told her I’d make my findings from my school to verify its legitimacy. 

Long story short, I was able to verify its legitimacy and we went together yesterday. 

But what was funny was that even up till the point when we got to the place, she was still 100% skeptical about it. 

It was so bad that she refused to enter the premises. 

She literally made us wait outside until some lecturers from my school arrived. 

Even at that, she still wasn’t 100% convinced until we went and spoke with the lecturers. 

By the time the event would end, all her doubts were cleared. 

But I couldn’t help but be reminded by my mother’s skepticism of just how skeptical many customers can be. 

Especially in this day and age where every Tom, Dick and are selling one thing or the other. 

And more often than not, most of these products fail to deliver on their promise. 

So when you as a business owner decide to start marketing or selling your products, 

It shouldn’t come as a surprise to you when your audience becomes skeptical or even start asking a lot of questions. 

Because just like my mum, they’re probably just concerned. 

Concerned about:

• Whether the product will actually deliver on its promise
• Whether the product will have any side effects (for health products)
• Whether the product is worth the asking price
• Whether the product is a good fit for them
• Whether they really need that product at that particular time
• Whether they are putting their money to good use or they are wasting their money by buying your product
• And so many other concerns they may have in their mind. 

Because at the end of the day, every customer just wants to solve their problems and meet their needs. 

And they want to be entirely sure that your product can do what you claim it will do, and take them from where they are now, to where they’d like to be. 

Which is why they bring up those concerns in their mind (or objections as we call them in marketing).

So one of the most important things you will want to do as a marketer or copywriter is to handle those objections in your customers’ minds with your marketing message before they even get to bring them up. 

How do you do this?

Simple.

By answering all the burning questions in their mind. 

Conduct research on the questions your audience has on their mind about your product or service. 

You can do this by asking them directly.

Or you can log on to forums where your audience congregates and speaks their mind unfiltered. 

Forums like Quora, Reddit, Nairaland, et cetera. 

Even better, you can just ask AI about the kinds of questions and objections your target audience normally have. 

Arm yourself with this information and handle each objection when marketing your product/service. 

Next?

Use testimonials and social proof. 

This is one of the fastest and easiest ways to handle objections. 

Especially objections like “will this work for me?”

• Show them testimonials of other people that your product or service has worked for. 
• Show them the before and after.
• Show them the transformation process. 
• Show them what other people like them have to say about your product or service. 

Pretty soon, you’ll start getting less objections and start making more and more sales. 

Did you learn anything?

Let me know. 

See you tomorrow. 

Yours “objection handling”,

— KD™

P.S. I noticed some people haven't been getting my mails.

And some new folks just joined as well.

So if you can see this mail, reply to it or react so I can assess the number of people who got the mail.

Here's the link to previous emails too.

You're welcome.