Reasons Not to Buy

When selling in person, salespersons overcome objections. This is a positive point in the conversation as it indicates real interest. An advantage these salespersons have is the fact that they only need to address the specific objections of one individual at a time. A technique called “draining objections” is effective.


When draining objections the salesperson will list all the reasons why a potential client will not buy. When the list is all inclusive the salesperson will say, “If we can address all of these concerns to your satisfaction, you’ll want to go ahead with our proposal today, right?”

In print you don’t have this same luxury. A wise copywriter will never underestimate skepticism. If a prospect is going to think anything, they’re going to think of all the reasons not to buy.

What can you do?

Answer questions and objections that could sabotage a sales letter if left unresolved. Sure you could include a page of Frequently Asked Questions, but try this, more powerful, technique. List all the possible reasons and respond to each. Include a direct answer, a testimonial (case history or story) that addresses the concern and a restatement of your guarantee or free trial offer.

Your copy could look something like this (Ultimate Sales Letter by Dan S. Kennedy):



“As attractive as this product/service/offer is, our marketing experts tell us that only about X% of the people receiving it will respond. Although that’s okay with us from a business standpoint, it still bothers me personally. You see, I know how much the owners/users of our product/service/offer benefit from it. I read their letters; I talk to them on the phone; I see them personally when they visit us; and hundreds/thousands/millions each year tell me that “(strong, brief customer quote).” Because of this, I just hate the thought of someone not getting our product/service/offer because of some error or omission in our explanation. That’s why I held a special brainstorming session with a group of our people just to try to figure out why you might say “no” to our free trial offer. After several hours, our group could think of only three possible reasons.

Here they are:”

With a setup like that, I’d surely read on. People will be refreshed by your upfront attitude and a free trial offer or guarantee will close the deal. If you need help with your next sales letter please call or email (715) 584-6773 or terra(at)fletcherfreelance(dot)com.