It’s better to go overboard when addressing your customers’ biggest concerns and hesitations.
So I’ve talked about this ad in a previous article, but there’s more to uncover here.
Because there’s one thing this ad does particularly well. And it’s something you want to do in your sales messages wherever you can:
Address objections in the most powerful way possible.
If your car is gross, that’s embarassing. You don’t want to be judged by some stranger. Or worse, be asked about it.
But… you still want a clean car.
So when an auto shop shows you they successfully cleaned up the aftermath of some kind of biohazard emergency…
Your gross car suddenly feels a lot better in comparison. And now you realize your mess is probably just a routine kind of thing that this place handles.
Show your customer the worst case scenario. Way worse than the situation they’re likely in.
That way you shift the thinking from: “My problem is bad and embarassing!”
To: “Well if they can fix that, my problem is nothing in comparison.”
The concern has been addressed. Objection crushed.
Think about this for your own sales messages.
What are the biggest hesitations or objections your prospective customers have?
And how can you go address that concern in the most powerful way possible?