32. Overcoming Objections

Alternate title: Values, Alignment, and Customer Questions

Marketing is about aligning your product or service with the values of your customers, then helping them overcome the objections they might have about purchasing the product or service.

There are three steps to start overcoming your potential customers' objections:

1. Align your product or service with values
2. Align those values with the right customers
3. Answer the most common questions that come up between the first contact with your brand, and the point of sale

Links:

Pyramid of values

HBR article on the elements of value

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