I Can Predict The Objections You Get By Looking At Your Content

I can look at someone's content for about 60 seconds and tell you exactly what objections they're getting on sales calls. And I'm not talking about generic objections that everyone gets. I'm talking about the specific ones. The exact phrases that people are using when they go to you or when they're saying they need to think about it, when they send that message that just says, "Can you send me the info and all they're back to you?" What most people don't understand is that objection handling is actually not a sales problem, it's a marketing problem. When someone gets on a call with you and heads you with, "I'm not sure this will work for me or I've been burned before or I can't afford it right now," that's in the start on the call. That started with missing something in your content. And the really frustrating part is that you're probably working your bottle of creating content, you're posting value, you're educating, you're doing everything that the gurus are telling you to do, but you're still getting hammered with objections on calls. And worse, you're getting ghosted by people who seem to like a perfect fit. So today I'm going to walk you through exactly what I see when I'm auditing someone's content because we've done literally thousands of audits at this point between clients and the free audits that we now offer, the patterns that predict which objections they're getting and how to fix it. So people show up to calls pre-sold instead of literally full of doubt. My name's Kanda, I'm the founder of Lane Media, the only social media no marketing firm in existence. Our system has influenced an estimated $323 million in revenue, cross over 3,000 clients. And I'm going to show you exactly how objection handling in your content is either making or breaking your clothes right. Like I said, most people think it's a sales issue, it's not a sales issue, it's a marketing issue. Let me paint you a little picture of what's happening in your world right now. You've just got off a sales call, they're perfect. You can feel it. They were super engaged and you explained everything super clearly. And then at the end, they said, I need to think about it. And you're sitting there wondering what you said wrong, what else you could have said. Replaying the conversation you had was at the price. Did I not explain the value well enough? Should I have handled that one objection differently? What nobody is telling you is that you didn't lose them on the call, you lost them before they ever got on the call. Because the objections they brought to that conversation, those were created by what was missing from your marketing. And this is where the industry has honestly completely failed you with two pieces of horrible advice. Number one is just post value, educate your audience, add value and they'll buy, educate them on why they need you. This is everywhere, every content coach, every Instagram group, just add value, just educate. I'm so tired of hearing it. And so you do. You're creating helpful content every single day. You're probably getting comments telling you how helpful that content is. You're breaking down your process, teaching frameworks, and you're literally giving away your best stuff, and you're still getting objections. You're still getting ghosted. Because education without objection handling is just free consulting. That's not what converts. And the second piece of horrible advice is to handle objections on the sales call. This is traditional sales wisdom that comes from sales people having to work their butt off and get really good at handling objections because marketing didn't do its job. You should not be saving objection handling for the call, let them bring up their concerns and then address them. That's not good advice. Half of your potential clients never even get to the call because they already have objections. They're risk averse. They've been burned before. They have doubts. And so instead of applying or DMing you, they just don't. That doesn't even account for the people who actually do apply that are bringing these objections to the call. They consume your content. They think this is interesting. And then they keep scrolling because their objections were never addressed. And it shows what actually costs you the most. And this is the gap that most people completely miss. Like let's say you're reaching, and again, these are just random numbers. When I share percentages, those are based off averages. When I share other numbers, like people you're reaching for month, I'm just making them those numbers so you can see the math easily. So let's say you're reaching around 10,000 people per month with your content. Industry standard conversion from content to profile is about two to three percent. For our clients, it's closer to 5%, but roughly 300 to 500 people from that 10,000 people are then clicking over to your profile. Of those, maybe five to 10% if you're doing really good are converting from your profile to the link in your bio. So now we're down to 15 to 50 people that click that link. And then of course, maybe 30 to 50% are actually applying or DMing if you're converting like we do. So now we're down to like five inquiries, five to 25 depending on where you're at. So you can already see that drop off in the process. But then it even gets worse because of those inquiries, if your objections aren't being handled in content, your show rate is probably lower than it needs to be. So it could be 50 to 60%. So now we're at three to only 15 people showing up. And then you're close rate because they're showing up with the objections you haven't addressed is going to go down. It could be as bad as like 20 to 30%. So out of 10,000 people who start your content, you're then closing like one to four clients. But then if you do handle objections in content, let's go through the same scenario. You reach 10,000 people, which 10,000 people is typically going to be around 30 to 40,000 views. Just FYI. This isn't total views. On average for us, we know that our audience watches our videos about two and a half times, but it'll vary obviously by audience and how well you're converting. Anyway, let's say reaching 10,000 people a month. Now when people end up in your profile and bend your content, they're getting their objections answered. So they're seeing like I've been burned before, being addressed. They're seeing this like will this work for me being tackled? They're seeing I can't afford it being reframed. Your show rate jumps as well to like 75% because they're already committed. Your close rate jumps 40 to 50% right? Then with the same reach, you're potentially closing six to 12 clients. And so that's three to six times more revenue from the same amount of content, the same amount of traffic. And so this is what I mean when I say objection handling isn't a sales problem, it's a content problem. And objection handling is just one of the eight buying triggers. And it's one that I see almost everybody miss. But this is the thing that people don't understand is that missing just one of these buying triggers in your content can bring these conversion percentages down significantly. And so if you go from converting three to five percent of traffic over to your profile to less than one percent, which I see very often, then suddenly instead of 300 to 500 people coming over and viewing your profile, we're going with that 10,000 people example, then you drop down to less than 100. If you only have like 50 people out of 10,000 that see your content coming over to your profile, that is an important data point to understand. And that can happen when you miss even one buying trigger. And sometimes I go through this in my content, I have kind of a one track mind, just like many entrepreneurs. And when I get hyper focused on a certain thing that's I'm hearing a lot from clients or that is coming up often in my DMs, I tend to hyperfocus or fixate on that symptom. And sometimes I let other types of content because I'm focusing so much on the different ways I can communicate this and getting really excited about the fact that there's this thing that a lot of people are talking about, which is great to have such a system on a high process that you're then able to bring some of those things into your content that are more relevant coming up at the time, just simply because you find them interesting. But what I can tend to do is get so excited about that topic that then I forget to hit home to my villain. Or I notice that I stopped posting as many results screenshots even though I have new ones every single day that I could be posting and talking about. And so it's easy to do. And when we look at the numbers, we're like, oh gosh, this percentage dropped. I even talked about this during our launch. I screwed around with our Instagram bio for no apparent reason. Like there really wasn't a problem. I just, you know, decided to change it. And we had, and then applications dropped for like two days and I was like, gosh, why could that have been? And so I go back and I look at our numbers, I look at the content that's gone out, and I look at where the breakdown is. Like, okay, so that's insane. Our content's actually converting at like 17%. 17% of the people that see our content are coming over to my profile, which is insane. When the average is like three to five, when their clients, like, usually like five to 10. Until like 17%. That's really good. Where's the drop off? 'Cause it's obviously not the content. And as I was looking, I realized that I had taint the conversion on our profile. We had tons of traffic coming to my profile, but then those people weren't clicking through to that link in my bio. And when I looked at the dates, it was like, okay, so that was the change that I made. It's very clearly my profile. That was the change that I made. Let me put it back, which all of that to say, which this episode isn't even about knowing your numbers. But all of that say that removing even one part of this process can bring those numbers down significantly. And you know, I figured this out kind of by accident in my own business. Early on, I was getting a lot of dms and people would ask a lot of questions and express interest, but then I get, how did the same objections over and over? How do I know this will work for my industry? I worked with social media people before and it didn't work. What if I don't have time for this? And I'm constantly handling these objections, one by one in the dms, which takes a lot of time. And I was able to handle those objections. I was able to close the deals. It's not that I wasn't able to do that or that it wasn't working because it was. It just was taking so much additional time. It was like, why am I repeating myself 55 times a day? And I was thinking about something that I knew about Instagram works, which is that the algorithm shows your story. to people who you DM with frequently, which meant that all of those people who were in my DMs with objections, they were also going to be seeing my stories. And so I started tracking and being a little bit more strategic with that, and even just jotting down the objections that I was getting, and seeing how I could overcome them effectively in my stories. So I started posting these stories that really more directly addressed the objections I was getting my DMs. And so I would talk about like an experience that I had that showed how the same strategy could be applied across industries, and talking about how our process is different from other people because of the thing that I had learned. Or a story even showing like a time lapse and walking through my process and how much time it actually takes per week. And something while it started happening, people would slide right back into my DMs after watching those stories, and they'd be like, "Okay, I'm ready. How do we start?" And so those objections that I was handling one to one in the DMs, when I handled them one to many, in stories, people were pre-selling themselves. And that's when I realized, even before I fully, fully had this deeper understanding of the brain, and what information it's looking for to make a purchase, I realized that objection handling doesn't really belong in the sales conversation. It happens, or it should happen, in content before. And as I learned more about the brain and how it works and the buying process that it moves through, I came to understand that this is a corpillar of how the brain makes decisions, and it's a key piece of our convert framework, which is the system that we built to help people hit all like buying triggers in their content. Because what I learned as I was researching these neural marketing studies that had been done, and literally digging into textbooks to understand the brain, to understand these processes, I realized that there was literally no one who had applied that research to organic content, and to short form content specifically. And that's where we built that framework out, is so that we could seamlessly take those pieces of information that we knew the brain needed, and create a process that would allow us to communicate those through short form content. So the, oh, and the convert framework stands for overcoming objections, and it's one of the most overlooked elements in most people's content. So let me take you behind the scenes a little bit of what we actually do when we audit someone's content, because this is where the patterns become really obvious. When somebody books a free content audit with us, and we do what are really hundreds of these, my team reviews every piece of content on their account, and we're looking for those eight buying triggers that need to be present to move someone from discovery to purchase. And within about 60 seconds, I can predict exactly what objections they're getting on sales calls based on what's missing from their content. So let me show you how this works with real patterns that I'm seeing consistently. So pattern number one is the just providing value account. This is the most common one I see, because people feel like they're doing the right thing, but when they're doing this, their entire feed is educational content. There's a lot of tips and frameworks and how tos and breakdowns, really good stuff. Actually, high quality information. It's lovely. But then when we end up looking at their metric, their content profile conversion fine, because people are coming and they're binging, because they like the content, they like the tutorials. It is good information. But then a profile to link clicks is always pretty low. And I know this before we even look at their data, we know what it's going to be. But part of the reason that we do that audit review call when we do it live, so we do the audit and we can assess which of those triggers are missing. And then on that call, our team can dig into those metrics with them so that they understand exactly where people are dropping off in the process. And when we ask them about the objections that they're getting, it's always the same ones. I need to think about it. Can you just send me the info and I'll get back to you? And that sounds great, but I'm not sure if now is the right time. You know why? Because they're content never addressed the emotional objection. It was all super logical, all super educational. Here's how this works. Here's our process and a lot of selling on the features on here's what's included in the program. And nobody buys purely on logic. 90% of the decision is made emotionally. And then it's justified logically. Justification is only about 10% of the sales process. So these people consume the educational content. They're like, wow, that's so interesting. And then they do nothing. Because the content never activated part of the brain that actually pushes them to make buying decisions, which is that emotional center of the brain. And so when I see an account like this, I know immediately that they're getting those I need to think about it objections because the content never gave people a reason not to think about it and never created urgency and never addressed risk and never handled though, what if this doesn't work for me concerned? The second pattern I see often is the I'm an expert account. The content looks very authoritative. Everything is really polished. The bio is super clean. The visuals are really on brand. They're clearly competent. But when I dig into their content, there's no vulnerability. There's no client results with context. There's no here's what I learned when this went wrong. It's all position is just I have it all figured out. And the objection that they're getting is a lot of I've been burned before. And how do I know this will actually work for me? Because competent without context to the proof because without context to the proof is just claims. And the brain doesn't trust what looks too perfect. And so when I see an account like this, I immediately know they need what I call the authority trifecta in their content, which actually is a form of objection handling controversy. Taking a stance against something helps them understand why you're different, how you're different. And so instead of explaining yourself and trying to pitch all the features and benefits, when people have concerns around like, is this going to be different than the things I've invested in previously? Taking that stance and having that villain is part of what helps you overcome those objections, aspiration, showing the wind, showing the results, showing the context to that, really pulling back the curtain and walking your talk. And then the vulnerability, showing the real behind the scenes of what's coming up for you. And most of these accounts really do not have strong opinions. They're just sharing a lot of screenshots and they're missing a lot of vulnerability with aspiration that gives context to how it actually works. And so people look at their content, they're like, wow, this person seems to know their stuff. But can they actually help me? And now, doubt shows up as an objection. And what you'll see as a common theme here is because of how the brain functions every single trigger within the commercial framework all ties into itself. Each of the different triggers helps you to overcome objections. Different triggers help you to elevate your authority. Different triggers help people feel seen and understood. We have it broken down so that's a more clear cut way. So it's applicable to the way that you would think and create content. But all of these different pieces tie back into each other. The third pattern I see a lot is the reach problem. This one frustrates me because it's based on a complete misunderstanding of how content works and what should actually be happening as a result of their content. And they come to us saying, basically, my content isn't working because I'm not getting enough views. My videos are only getting 200 views. And oftentimes these people with low views are doing like 30 to 50 thousand dollars a month. And I'm like, you don't have a reach problem. You have a conversion problem that you're misdiagnosing as a reach problem. And this goes the opposite direction too. There's also the people who are reaching hundreds of thousands of people and barely making any money. And they think they just need to reach more people. Like you're already reaching millions of people. How is that going to help you? You already can't convert them. And so it's the same at every level. No matter how many people you're reaching, if you're not hitting all of those metrics that I talked about the last episode was about this, what metrics you should actually be talking. If you're not hitting those metrics all the way through your sales process reaches probably not your issue. And when I look at people's content, I can see exactly what's happening. Oftentimes they are connecting with symptoms. People are coming to their profile. But then their highlights aren't optimized. They're pinned post on strategic. There's no clear objection handling anywhere. So when people land on their profile, they can't quickly figure out what is this person selling? Why should I trust them? And then they leave. And the objections that these people are getting are is like, what exactly do you do? How is this different from XYZ? Those are the actions that could have been answered by their profile. Their highlights, their pain and content. But instead they're trying to solve a reach problem that doesn't even exist. And I see this all the time. People at like 100,000, 500,000, even a million dollars plus annually, thinking that they need more visibility when they actually just need better conversion, especially like if you're reaching 500 to 1000 people per post. And they're and those people are interested, which they are if you're connecting with symptoms. You don't need more reach. You need to convert the people that you're already reaching. Another pattern that I see, which this one's a more subtle one, but it's still really important. I'll see an account where it's like they almost are objection handling in a way. They have content that is talking about you don't need more time or this is more affordable than you think. But then we find out that the objections are actually getting in their sales process are completely different ones. It's more so centered around like, "Well, this worked for my industry. What if this doesn't work for me?" And this is also an issue with like the symptoms that people attempt to connect with too. But people handle the objections or they connect to the symptoms that they think people have. But they're not necessarily objections that their people actually have. Because this can vary depending on the level of customer that you work with. What you're into, the nature of your service. For consulting offers, the objections tend to be more around like, I've invested in stuff like this before and it hasn't really worked. I've been burned by other people or I'm not sure if this will work for me. Whereas like people in the health and wellness space, they tend to get more objections around cost because there isn't a monetary ROI. They tend to get more speaking to a spouse partner objections because it's something that is B2C. It's coming out of their personal income. It's not like investing in a business and even a lot more time objections because people find it harder to make time for things that again aren't directly linked to income. And so it can kind of vary. If you're, you know, depending on the nature of your service too and who you're selling to, if you're selling to more beginners in any space, oftentimes the objections hang more around being able to afford it. Whereas when they're higher level, it's more around what the support is actually going to be like different things like that. So again, this can vary and understanding your audience and what's actually coming up for them is vital because you can think that you're handling objections all day long and not actually be heading home to the ones that your audience specifically has or the like bleeding neck issues that they're concerned about. And this usually happens when somebody is copying objection handling frameworks without doing the actual work of like listening to their sales calls, reviewing their dimes, identifying what the role resistance is or it happens when they've moved into a different offer or a different audience and they're still handling the objections from their old offer. And so the solution here is very simple but it requires a little bit of self-awareness. You have to actually track the objections that you're getting. Keep a running list. Notice the patterns create content that addresses those specific concerns. The last super common pattern that I see is the account that seems to be hellbent on repelling analytical buyers. This one is interesting because it's more about who you're repelling, not just that you're getting objections, but I'll look at an account and everything is very like expressive, very emotional, very feel good content. Lots of inspiration, lots of you can do this energy. And then they tell me like I'm getting applications but they're not very good fits. Like they just want to know the price. They are always telling me that kind of for them everyone is price shopping. None of these people are good quality. They're not actually committed to themselves. You know what's happening? They're tracking expressive buyers with their content who make fast emotional decisions, but they're not giving any analytical buyers who spend more time in justification and tend to have more budget. Any reason to trust them. And the thing is is that expressive buyers still buy. They do act more emotionally, but every type of buyer needs those logistical pieces. They just sometimes spend less time in those justification phases. And so when you track hyper emotional people with this super inspiration, heavy content, you tend to get a lot of price objections because they're not bought into the pain that it's going to relieve. People say, well, you should be desire marketing instead of being point marketing, having a desire. And therefore not yet having that desired result yet is by definition a pain. It is cognitive discomfort for the brain because it doesn't yet have the thing that it wants. And so, quote unquote, desire marketing where you're speaking about the outcomes, which that's only one of the a buying triggers, by the way, when you're speaking to those desired outcomes, that is still using pain to drive behavior because the fact that they don't have that thing yet is causing discomfort for their brain. And so when people talk about that, it just sends me off the rails because I'm like, you really don't know, Jack, to at least go out about the brain, do you? Because there's not these two different types of marketing speaking about desires that they do not yet have is still connecting with a pain, but I digress. Anyway, the fix here is not just adding in is adding in the results case studies breakdown of the process, the ROI, not replacing the emotional content, but just balancing it out. And again comes back to that converge framework, eight buying triggers and understanding what information the brain needs to make a purchase, because most people are just randomly posting content and they're hoping that something works, instead of strategically knowing what job every piece of content should have. When we work with clients, one of the first things we identify, because again, we do that audit before working with anybody, before you even become a client, you receive this information about your marketing, about what is missing. And objection handling is always always one of the biggest gaps. And a lot of it comes back to the fact that people actually don't know what every piece of content should be doing. And so they don't even know what they're missing, because they don't know what should be happening. People don't know that sometimes content should be getting profile visits and followers, not necessarily application. They don't know that result centered content should be driving applications. It should be driving clicks to your bio. If you're just posting and hoping for the best, and not knowing what to track, not knowing what metrics still got to see if that post is having its intended impact, and they don't even know what the intended impact should be. It's like, you don't even know what you don't know. But when you understand that the brain makes decisions in a more specific sequence, and your content needs to match that sequence, suddenly it becomes a lot easier, doesn't take as long to create content. You are able to find the time, because you know it's actually going to produce results. And one of the things that happens a lot, that we end up fixing for clients, is people come in and they're like, this is my brand, this is my offer. We go do market research around that brand and that offer. And then we come back to them and we're like, this is not what people want. And we typically have to make a lot of changes, because people just genuinely do not know what their audience wants, what their audience actually needs, what they need to hear to make a purchase decision. People know shockingly little about the people that they are supposed to be helping, the people that they're supposed to understand inside and out. But I digress, I want to break down the six most common objections that I see across industries and what they really mean psychologically and how to spot them in the gaps in your content. So objection number one is I need to think about it. This is probably the most common objection. It can mean a variety of things. And it's frustrating because it feels like a soft know that you can't really fight, but here's what I need to think about it really means it means I'm not emotionally bought in yet. The decision hasn't been made emotionally. They're still evaluating something didn't click. But the thing is, is that if someone says this on your sales call, it almost always means that your content didn't do its job in the emotional decision making phase. Your content probably did a great job of educating them which is a more logical thing, but it didn't create desire urgency emotional activation. And when I see this objection showing up repeatedly, I look at the content and I can predict exactly what's missing. They're usually not narrating desired outcomes. They're not future pacing. They're not helping people feel what it's like to have the result. All of their content is here's how this works. Here's three tips to do this. None of it is really pulling back the curtain about what it looks like to have that result. And so you need content that paints that picture. You're making them feel what it's like to have the result. And so instead of saying like, this is going to help you generate leads. It's more so geared around when your content is doing these things, this sales thing becomes an issue because you have too many leads. Do you see that? And so you're not feeling like you're chasing people down. You're not really explaining what you do over and over and over and over. They've already decided. They just want to know how to start. That is part of what activates the emotional part of the brain triggers dopamine creates an anticipation loop, which is tied to desire. And that makes I need to think about it way less likely because their brain has already opened that loop of anticipation. It wants to scratch that itch. Another element that prevents the subjection is creating urgency through gaps and mistakes content. When you show somebody what they're currently missing or doing wrong, you'll create a discrepancy between where they are and where they want to be. And that creates that what we are talking about cognitive discomfort and discomfort in the brain creates urgency. I need to change this right now. If someone is seeing content that shows them, okay, here's the gap you have. Here's what it looks like without that issue or when you shift to doing this other thing, they're way less likely to be like, "oh, I need to think about it." Because thinking about it just means sitting in that discomfort longer. You have to make it more risky for them to stay where they are than it is for them to make the investment. That's what needs to happen on a psychological level. Second, really common objection is I can't afford it and that's too expensive. This objection is almost never actually about money. It's about perceived value. What they're really saying is I don't believe the value of this is worth the price that you're asking. If that's the objection that you're getting, your content isn't demonstrating enough value. You're not showing results. You're not showing transformation. You're not giving context. You're not showing the ROI. When I'm auditing an account and I've been told that this objection is coming up a lot and I can typically tell that this objection is coming up. I'm immediately looking for results content and 910 out of 10, it's either missing entirely or it's too vague. They're just posting screen shots but there's no specificity. There's no before and after. There's no here's what they struggled with. Here's the shifts that we made. Here's how that's attached to our process and how the process facilitated those shifts. The brain needs tangible proof to justify the emotional decision. And results content provides that proof. You're not showing enough client transformations. So. you need to do is post specific client results regularly. Not just oh, this client had a decay, but this client was doing in K for a month, struggling with lead generation. And after doing XYZ, they were able to hit 50 K per month within month three of working together. Also positioning matters here. If all of your content is focused on teaching people how to do it themselves, you're positioning yourself as an educator, not as the solution. So when you pitch a done for you service or when you pitch consulting, there's a disconnect because you've already basically given them the information you haven't placed yourself as the thing that bridges that gaps. So there's a disconnect there. So you need to make sure that your content is clear about what you do for clients. It's not just about take these tips and get this result that I promised in the video. Objection three is typically will this work for me or I'm not sure this applies to me, my situation, my industry, etc. This is the objection of the analytical buyer, the more loss of verse, the more risk of verse, they need certainty. This can also be really common with expressive and amiable buyers because they want to feel seen and heard. And so what they're really asking is like, can you prove that this will work in my specific situation? Do you see me and what I'm experiencing and what I'm going through? And do you really think that I can get this result? And if you're getting this objection a lot, I guarantee that your content is too generic. You're speaking to everyone, which means that you're speaking to no one. And when I see this objection, I look for specificity in the content. Are they talking about specific scenarios? Or is it like this works for everyone? Your brain doesn't trust this works for everyone because nothing actually works for everyone. Get specific. Show case studies from different industries. And I don't mean in the style of sending out of me like, this is a case study. What I mean is naturally infusing that in your content in a subliminal way. All it takes is for you to sprinkle in a couple extra words in the content you were already going to create. If you're already creating a video about how this client went from X to Y within Z time frame, then it's very simple to say this client who's in the health industry or this client who X Y Z and then continue on with your sentence and what you were going to say anyway, it's just about threatening this in consistently so that you can address that what about my unique situation, concern, head on and make sure that you're connecting with the symptom that they're experiencing and tying that into the result. You can also handle this by pulling back the curtain on your process. Show how you customize what you do. Show what makes each client strategy different. This builds trust that you're not just applying a one size fits all template that you are actually customizing whatever you're doing to their situation. But again, just getting on social media and being like, this is custom is not the same as pulling back the curtain and showing people you in the weeds of doing that customization. Another common one is I've been burned before or I've tried this and it didn't work. This is a trust subjection and it's a big one because it's rooted in past pain. So they're kind of gun shy. And what they're really saying is I don't trust that you're different from the person who burned me. It's part of where your villain comes into play. If you're getting this objection, your content isn't different. Shading you enough, you sound like everyone else in your space. And so when I audit accounts that are getting this objection, the villain content is almost always missing. They're not taking a stance against anything. They're not calling out bad practices in their industry. They're playing it safe. They're creating content for their competitors, trying to convince them of how smart they are. But if you sound like everyone else, the brain assumes that you're the same as everyone else. The brain needs contrast to understand. It's one of those buying triggers. This is the villain. So you need to position yourself against the thing that burned them. So create content that calls out what's broken in your industry. Here's why most x, y, z strategies fail their client or this type of business fails our client. Here's what the industry got wrong. Here's what your last coach got wrong. I did a podcast episode that was like fixing what your last coach broke. And I went through and I answered a lot of the top questions that people come to me with saying that they didn't get answered from their last investment in their marketing. And so I did an entire podcast episode that just went in and unpacked why that past coach probably didn't know or understand that thing. Why they weren't able to give that information. What is typically missing? And then how to assess and figure that out for themselves. And that episode did really, really well. And it brought in a lot of leads because it handled one of those objections in a more subliminal way. But I have another episode coming up that's going to be talking about why I don't think you should run ads until you are hitting seven figures with your organic content. And that piece of content is a villain statement. It's providing contrast between me and everyone else. And it's also subliminally handling the objection that I get from a lot of people, which is either a, I'm already running ads. And so I don't know if content is actually going to help me. And B, it also handles the objection of like, I've been burned before by agencies, by media buyers that promised me these results. And it didn't work. And so I'm creating that contrast for the brain. And I'm overcoming that objection. Now you know what the strategy behind that episode is and what it's supposed to be doing neurologically. Let me know if it still doesn't even though you already know that. And in addition to calling out the villain, you do have to show how you're different. So it's here's what's broken. Here's what we do instead. I have another podcast episode called This Pizzis Me Off. And I talk about the things in the social media marketing industry that are broken. But I'm not just complaining about it. I'm showing what we do instead. I'm showing what we've learned. I'm unpacking those insights and how we've brought that and some of the bad investments, even that I've made, I've brought into our client experience and how that has impacted the way that we show up and operate for clients. And again, this type of content directly handles that I've been burned before objection because it shows contrast. It shows that you understand what went wrong and you have a different approach. This next one people hear a lot just send me the info and I'll go back to you. This objection means they are not emotionally invested yet. They're still in research mode. They're not really ready to buy. And they're just trying to kind of get you off their back. And if you're getting this a lot, your content is probably again too educational and not emotional enough. You're teaching them like how to do it themselves instead of making them want you to do it for them or with them. So we need less. Here's how content and we need more. Here's what needs to shift. Here's why that is important. Here's what's at stake. Do you see that shift there? Here's three tips for how to do this versus if you want this result, you have to make these changes and you're showing people what needs to change, not how to change it. The what is sold in your program. If the what is you doing it for them or the what is you teaching them the information and supporting them as they do it doesn't matter what type of offer it is. We market the what we sell the how and adding in like this is what's at stake that also creates that ethical urgency where they are pushing themselves towards the finish line. So connect with symptoms more show the pain of being where they are. Create that emotional activation and then make sure that your call to action is clear and direct and is more action based. Start your free condo at it, right? Make it the next step, not an info request. This next one I want to hit home to because a lot of people are afraid of this one, which is do you have a guarantee? This is another trust and risk aversion objection. So what they're really saying is like how do I know I'm not going to waste my money and a lot of people are getting this more and more in the current economic and political climate. So if you're getting this objection, you're not building enough authority with your content, you're not demonstrating enough expertise. And when I see this, the authority building content is almost completely non-existent usually. There's no pattern recognition, there's no like I've noticed this across. X amount of clients, right? There's no there's no aspiration, there's no elements of controversy, there's no vulnerability. And so I want you to share your observation. I want you to share, you know, here's what I've learned from working with X amount of clients or after hitting this milestone in my business, here's what I've noticed. Show your process, pull back their curtain, make sure they understand how you get the results. The more they understand how you get the result, the less they need a guarantee to feel safe. And like I said, use that authority trifacted that I mentioned. I have an entire episode about this, controversy, aspiration and vulnerability. And when you show all three, you build massive trust and trust eliminates the need for guarantees. So now you understand the objections, you understand what they really mean. You can probably identify which ones you're getting based on what's missing from your content. Now let's talk about how to actually create objection handling content that work, okay? So step one is to just know what objections you're actually getting. Not the ones you think people have. The real ones, I would go through your last like 20 sales calls or DM conversations, pull out every objection, concern, question, they came up. I'm right them down verbatim. Don't paraphrase, use their exact language and look for patterns. You'll probably see the same five to seven showing up over and over. And those are your targets. Pay attention to the objections that come up in DMs from people who don't end up looking because those are the objections that are preventing people from even applying. And if the thing that you are selling is something connected to a personal transformation that you also have had, think about the objections that you had before you bought something similar. Sometimes you're your own best testimonial. Step two is to categorize the buying behavior. So once you have a list of objections, categorize them by which buying trigger they relate to. Is this an emotional objection? So they're not sold on the outcome. That means desired based content, gaps of mistakes content, is this a logical objection? So they're not sure about the process or how it'll work. So that needs results content process breakdown. Maybe some more direct head on objection handling is this a trust objection. So they've been burned before. villain content, authority building. Is this a differentiation of juxtapation? They don't understand how you're different. Again, villain content. Pull back the curtain on your process. When you categorize them like this, you can see exactly which of the eight buying triggers typically you're missing from your content. And again, this is part of what we do in those free content audits. We identify which triggers are missing and that tells us obviously which content needs to be created. It's kind of insane how simple it is. Step three then is to create content for each objection. But what most people think of juxtapation handling content means is like directly addressing the objection, which you can do sometimes. But if you're thinking you're gonna get on your history I'm sorry and be like, I know you're worried about the price, but here's why it's worth it. That's an objection handling. That's defending yourself. And that actually is activating resistance. You're adding friction to the sales process by doing that. Real objection handling is typically subliminal. It addresses the concern without explicitly calling it out. So again, instead of like, I know you've been burned before, but I swear I'm different. Create content that shows the contrast. Here's what the industry gets wrong. Here's five things I would never do as a wedding planner. Here's why I don't believe in doing x, y, z, whatever the common practice is. You're addressing the objection by showing that you're aware of what went wrong with them and you do things differently without doing it in a defensive way. For Willis work for me. Don't create content that says, yes, this works for everyone. This works for everyone no matter what. Show specific transformations. Here's how this worked for a B2B company. Here's how this worked for a coach. Show your customization process. Pull back the curtain, future pace. Instead of saying that you adapt the system for different industries, show you adapting the system for different industries. You're proving it works for their specific situation without being defensive for I can't afford it. Don't create content that says, it's not that expensive. You can't afford not to invest. Show ROI. Show transformations. Show what it costs to not solve this problem. Right? I was spending five came on thought ads that weren't bringing in any sales. We did XYZ. Now they're spending two came on and getting three X more leads. So you're reframing the cost by showing the value and then the cost of inaction. For I need to think about it. Don't create content that says, don't overthink this. It's like, here's one massive thing that's missing from your content strategy. It's costing you X amount of money every day or future pace. Six months from now, if you do XYZ, you could have this result. Or once you hit this, then you're going to need to do X, XYZ. I could make a whole episode about that. I call it the Viagra effect, which is essentially where like you know how in the commercials, right? They say something to the effect of, if this works too well, right? If it lasts too long, then call your doctor. And so their objection handling the will it work objection by kind of turning it on its head. It's like, they're not trying to convince you that it will work. They're almost positioning it as a negative where it's like, hey, when this works a little bit too well, you might need to go to the doctor. And so it switches that frame. And so that's a really, really powerful way to overcome just about any objection, but especially the will it work, will it work for me? As you can kind of turn it on its head and talk about how when it actually works too well, here's kind of the next thing that can happen. And so like if you're a health or wellness and maybe you're centered around your outcome that you know people want is centered around weight loss, something that you know, you can go more of the human way or you can go more of the emotional insight driven way, but you can go the funny way of like, nobody prepares you for how expensive it is to lose weight. No one prepares you for the identity crisis that happens when you look in the mirror and it's not the person that you have seen looking back at you. All right, and you could go into in more depth how maybe you attached so much of your identity to the way that you look. And now that you have this thing that you wanted, you have the body that you wanted, it actually didn't fix all of the things that were going on under the surface or the idea that like if I could just lose this weight, then I would be able to be happy, right? You can hit home to those things that are real symptoms that people experience, but it's kind of that I biographer effect because the result that they want is a foregone conclusion to the point where it can actually turn into the inverse. An example of this that I did recently that was very impactful was I didn't email that literally brought in hundreds of thousands of dollars. And I talked about the fact that when your business is consistently growing and you know what you're doing with your marketing, you actually reach a point where you become so desensitized to success that sometimes you feel disappointed when you hit the next milestone or the next and the next because you feel like you should have already been there. And so that email was kind of an example of that biographer effect leveraging the authority trifecta as like, yeah, this system actually works so well. And the results are such a foregone conclusion that like that as a result of that, there's this other thing that I'm working on. Another example of this that I use, which is you know, completely true, it's just about framing it is I will talk about how when clients are implementing our system and we script content for them and help them create their content that then they have to hire closers or they have to hire delivery because then things start to break which is completely true. That's the next step in the process. But framing it that way also in marketing is very strategic because then it's not me trying to convince you that this thing will work. It's the fact that it's going to work so well. It's a foregone conclusion that it's going to work, that it's actually going to work too good and this other thing is now going to break. That's biographer effect. And like I said, to play that strategically, learn where to put objection handling content to for maximum impact. Instagram stories is huge. Like I said, you know, stories are seen by people who are already engaging with you. So use stories to highlight objections for warm traffic. These are people you've already talked to highlights. Your highlights should have objection handling content because once people have come to your profile, they've been in your content because you are consistently creating content that hits on all eight buying triggers. You're able to move them through that emotional decision making process and they come back to your main profile to jump into that justification phase, which is where, yes, we want them to be able to see results as part of it, but we also want to handle their objections in a more direct way. So have an FAQ that addresses real concerns, not just like logistical questions, have pin post that handles your biggest objections. And again, this can be subliminally used to the biographer effect. That's a really good way to create these pin post that will overcome these objections, but still be an interesting piece of content to live on your account. These are the things people tend to see most when they land on your profile. And this is getting even deeper into this, but you can look at your pre-called content. So when somebody books a call, what are we sending them? What's happening? One of the biggest objections that we run into is this custom, is this really going to work for me? And so something that we do strategically when we get an application is we make sure that we send them a message asking, like we send a screenshot or a link and we're like, hey, is this the account that you are wanting audited? Those two things logistically, we get to double track and make sure that that account is something is the right account that we are going to be doing the right thing so that we're giving them value. But then the second thing is that you're getting that buy and you're creating that norm of reciprocity. So there's an element of loyalty there. And we're handling that abduction of like, will this work for me? Is this customized to me? Because we're letting them know, hey, is this the account you want? Okay, so we're gonna go look at this account, right? And that pre-sells them even more. Email sequences, right? If you have an email list making sure that your sequence includes abduction handling, not just the nurturing and telling them about yourself, but really infusing all eight of those buying triggers so that their brain has every piece of information. We know that there is a list of things that every person's brain is looking at to make a purchase. There are things that will get the attention of the primal brain. There are specific pieces of information that the emotional part of the brain is looking for to be able to make a decision. And there's specific pieces of information that the logical part of our brain is looking for. So if we just provide them with all of that content with all of that information, then they're able to make a purchase decision. They kind of can't help themselves. And we do that all the way down the funnel, all the way through the process, from your reels to your feed posts, to your stories, to your highlights, to your pin posts, to what the link is in your bio, to what they're getting via email, to the touch points with your closers, to the way you are actually pitching and having the conversation on the call, even through the sales process, and even into the onboarding process and the client experience, overcoming the fears and concerns of the end of directions because those things don't always end at the sale. People still have fears, even though you get them over the finish line, there's things that very commonly come up for people you hear about buyers remorse all the time. There's specific objection within that that caused buyers remorse. And so your sales, selling and marketing and getting that buy-in, does not end when you get their credit card. And it doesn't even end when you offboard. You are always in this process. And if people understood that, they'd have higher retention and better results too, but I digress. Then the next step is to track and iterate. And this is critical. You have to track whether your objection handling is working. After you create objection handling content, are you getting fewer of that specific objections on calls? Is your show rate increasing? Is your close rate going on? Are your application rate higher? Are more people going to the link in your bio? Are people showing up to calls citing interior DMs more pre-salt? If yes, great, double down, great more content around that objection in different formats. You have now figured out one of the things that you need to say to get people to buy. Congratulations. If not, your content might not be addressing the actual root concern. Go back, listen to the objection again. What are they really asking? And remember, this is an ongoing process. as your offerables, as your audience grows, as the economy in the state of the world changes. New objections will come up. And honestly, as other people in your industry continue to screw the poach and mess things up and bungalow things within their client experience, new objections are going to come up. For one to be real honest about why this is ever changing, is because other people in your industry are going to keep screwing people over. And so, the objections are going to consistently be changing and expanding. And this is part of why content is never done. We talked about that selling a marketing is never done. It's always evolving based on that feedback loop from your sales conversations. It just blows me away that there are people out here marketing without this understanding of these A-bying triggers without knowing what the brain needs to hear to make a purchase decision. Because it can be challenging enough, because sometimes it's hard when you're, you know, too close to your own content. It can be challenging enough to really get to the root of the exact objections that people have. Imagine marketing and not even knowing that you're supposed to be a handling of objections in your content. You're just like replicating trends that do all lingo is doing. And you're like, oh my gosh, why am I not getting sales? That would be a harrowing experience in my opinion. And so, what I just walked you through is part of the process that we use with every single client. We identify which objections they're getting. We audit their content, see which buying triggers are missing. And we create content that fills those gaps. And we actually do that before you even become a client, you do that as part of our free audit. And I can tell you that after working with over 3,000 people, hearing 4,000 at this point, most people cannot accurately identify the gaps in their own content. They're too close to it. You can't see what's missing because you know what you meant to communicate, but your audience doesn't know what you meant. They only know what you actually said. And so, as part of why we do those audits, another part is because we know that risk aversion is very high and people have been burned. And so, we want you to have tangible information and direct feedback to make an informed decision. And so, when we do that audit, what happens is our team reviews every single piece of content on your account. We go through and break down for you in a three page document, which of the buying triggers are missing from your content and give you specific feedback and examples about what that should look like. And then we write you five custom pieces of content that fill one of those gaps. Sometimes it's objection handling content. That's very common. Sometimes it's connecting with symptoms content. Sometimes it's authority building. Sometimes it's speaking to gaps and mistakes. It just depends on what the biggest issue is. But whatever it is, you leave that call with content that you can post immediately and start generating leads. I got a DM from a client two days ago. And I shared it in my email that went out. And she was like, yeah, those free pieces of content. Before I was even fully onboarded, I had posted those. And they brought in like eight or nine leads. And I ended up closing three of them. So she made $15,000. I don't know many people that can promise that from a paid program, let alone a free offer. But whatever that biggest gap is, like I said, you leave with that content. And nine times out of time when we review someone's account, objection handling is one of the biggest gaps that we find because people are so focused on adding value and educating. They forget the education is just like free consulting. Like it doesn't give people a reason to buy from you. In six months from now, you could be getting sales calls where people show up and they've already decided to work with you. Like by the end of q1, your business could be in a completely different place. Your close rate could be over 50%, not 20%. Your show rate could be 75%, not 50%. You could not be wondering what to post because we're telling you exactly what to post. You know exactly which buying triggers, ESP content is going to head on. What metrics we're looking at and your lead flow is consistent. You could be spending an hour or week on content if you just knew exactly what to say to get people to buy. You don't need to be spending 10 hours on content. So here's what I want you to do right now. Go to the show notes, book in that free audit. We'll review your account, identify what's missing. We'll write you five pieces of content based on what your biggest gap is. Like I said, people are shocked. I've posted the screenshots. I've sent them out via email. People are absolutely shocked how much they get from these free audits. I give messages all the time saying that they got more actionable feedback from the free audit than they got in programs that they paid 15 to $50,000 for somebody told me that they had spent like $70,000 on marketing and sales support last year and they literally got more direct feedback out of this free audit and a quicker ROI because we give you the content and you can go and post it. And after seeing what we can do, yeah, most people want to talk about what it looks like to work with us. But if not, great. You still leave with the five pieces of content that will generate leads. So link is in the show notes. We're going to know what you're thinking about it because we do have a little something, something coming from right now. And I can tell you that the price is going to be immediately increasing on all of these offers at the end of the month. So if you want to save around $1200, this is the time. The audit is the first step to becoming a client. You're not required to become a client after but most people do. So book that in because we're already selling spots. We have people jumping in every single day and we are going to cap capacity at this lower price point before prices go up. And I haven't announced this on my social media yet. So let's go to your last chance. You know, I'm very much longer. So please from this episode, please remember that abduction handling is not a sales problem. It's a marketing problem. And the objections that people bring to sales calls are created by what's missing from your content. When you handle objections in your content, before people ever get to a call, three things are going to happen for you. More people will apply because their resistance is lowered. Your show rate goes up because they're more committed and your close rate increases because they show up pre-sold. So that's all for the 777. I'll see you in the next one. Bye.