Most agency prospects say they've been burned before. Don't defend yourself. Ask what exactly went wrong, listen to the answer, then address that specific problem. The objection isn't something to eliminate, just to navigate.
The objection of we've been burned by agencies in the past. This is the number one objection. Like, this objection is not going away. That means it becomes a game of how do you speak to that objection and how do you overcome it? The best thing to do is ask questions where they have to admit the answer to you. So in this situation, it's like if they say we've been burned by agencies in the past, everyone here, this is a very important concept. If a client says we've been burned by agencies in the past, What do you think your response to that should be? What happened? How are you supposed to help them overcome that objection if you don't know or you don't understand, well, what happened? And if you start to play it out, the moves on the chessboard become very simple. We've been burned by agencies in the past. What happened? Oh, we hired this newsletter agency and they were horrible at communicating. Does the objection have anything to do with metrics? No, they literally just told you the answer. They're like, we're just afraid that the next person, AKA you, isn't gonna communicate with us. What do you say? Totally get it. I've run into that a ton too. That's why when I work with clients, directly address the objection that they just said. So whenever you receive any sort of objection or faulty belief, the wrong move is, "Let me defend. Let me convince you as to why it's not that." And the right move is just asking the clarifying question.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
