🥷This Will Make Buyers Grab Your Product Right Out of Your Hands

This is the final instalment in the 3-part series on why your marketing is losing customers. You can read the first 2 articles using the following links:

They Don't Trust You

Is Your Marketing Losing Customers in the First 3 Seconds?

Ever paid $17.8 million for a watch? No? Same here. 🤑

But back in 2017, a watch collector did exactly that, snagging Paul Newman’s iconic Rolex Daytona. Sure, it’s a nice watch, but $17.8 million? That’s enough to buy a Rolex for every wrist in a small city.

So why would someone spend that much?

For this collector, the value wasn’t in the ticking hands or shiny face—it was in the history, the exclusivity, and the status. Now, imagine trying to sell that same watch to a Gen Z tech bro. Without its backstory, they’d probably roll their eyes and ask, “Does it even track steps?”

The Big Lesson: Value Is in the Eye of the Buyer

Value isn’t just about what your product does—it’s about how you communicate its total value. And as marketers, it’s our job to spell that out so clearly that prospects can’t say no.

Here’s how to ensure your value proposition stands out:

1. Overcome Price Objections: “I Can’t Afford It”

This is the classic pushback, and guess what? It’s your easiest one to tackle.

If price feels like the sticking point, the solution is simple: pile on the benefits until the cost seems insignificant.

• Show how your product grows revenue or retains customers.

• Highlight cost savings or increased efficiency.

• Emphasize emotional wins like eliminating frustration or saving time.

When you make the benefits crystal clear—like a tsunami of value compared to the price—customers will see your product as an investment, not an expense.

2. Emphasize Opportunity Costs: “I Don’t Have Time for This”

Ever heard “It’s not a priority right now”? What they’re really saying is, “You haven’t convinced me this matters today.”

Your job? Make it impossible for them to ignore the urgency. How? Bring the data:

• “Our solution helps you retain 20% of customers who would otherwise churn.”

• “On average, our clients save $25,000 annually with our product.”

• “Competitors using our platform have acquired 30% more customers.”

When you frame your offer in terms of what they’re missing out on, you turn their “someday” into “right now.”

3. Address Switching Costs: “I Like My Current Solution”

This one’s tricky. When customers hesitate to switch, it’s usually because they dread the effort of making a change.

Switching costs are real, but you can neutralize them by tackling concerns head-on:

• Project management: “We’ll assign you a dedicated team to handle implementation.”

• Training: “We offer a quick 30-minute onboarding program for your team.”

• Risk: “Our customer success team will support you post-implementation to guarantee success.”

Addressing these concerns directly shows prospects that you’ve already thought about their pain points—and solved them.

Why This Is a Marketer’s Job

You might think, “Isn’t handling objections a sales team thing?”

Sure, if prospects actually make it to the sales team.

But if you’re not addressing objections upfront in your marketing, customers might drop out of the funnel long before a salesperson even gets involved. Your job as a marketer is to make your funnel watertight—by showcasing total value at every step.

Seal the Deal: Make Your Marketing Effortless and Convincing

The $17.8 million watch wasn’t just a watch. It was a symbol, a story, a piece of history. The collector saw that value, but it had to be communicated first.

Your product has the same potential. Whether you’re helping businesses save time, grow revenue, or eliminate frustration, your value isn’t just in what you offer—it’s in how you communicate it.

So, anticipate objections. Highlight benefits. Smash inertia. And above all, show your audience why your product is worth every penny (or minute) they spend on it.

Now, go make your marketing as irresistible as Paul Newman’s Rolex—and maybe leave room for a meme coin or two. You never know when those might take off. 

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TTFN!

Stay thirsty my friend!