MARKETING
Get Negative – How to Overcome Objections on Your Landing Page

You have carefully selected your keywords and crafted ad copy in a way that would make Don Draper proud.
Users type in your search queries, click your ads and are then are brought to your landing page where they….. well, you are not really sure what they are doing, but one thing for sure is that they are not converting.
You wonder – is there something seriously wrong with your landing page?
Each day you spend more money on your campaign, try various different optimization techniques and each day users click on your ads and just leave.
You spend hours in front of your computer until your eyes are blurry from looking at spreadsheets and the only conclusion you can come to is that Google is making a lot of money off of you.
Your landing page receives traffic every day from users you know are actively searching for your offer, only next to none of them convert.
What’s holding users back from converting?
If that question is more confusing to you than Kanye’s new rap album, you are not alone.
The Problem: You Don’t Address Users Objections
You know your value proposition inside and out and present all of the benefits and features on your landing page in a clear and concise way.
However, if your conversion rate remains low, your landing page needs to not just focus on the positives of your offer – you need to address and overcome user objections.
Sure, it is important to focus on the positives, but you can’t just bury your head in the sand like some sort of digital ostrich and pretend that your customers won’t think about their objections just because you haven’t mentioned them.
Doesn’t work that way.
If customers don’t have the objections they need addressed, they probably won’t convert, especially when you are asking for bigger commitments like their time or money (as opposed to just their email).
It’s your job to figure out what those objections are and overcome them in an elegant, clear and practical way on your landing page.
If you don’t, your conversion rate will continue to suffer, your business won’t get the leads and sales it needs and you’ll end up living in a van down by the river.

Solution: Create a Landing Page That Addresses and Overcomes the Main User Objections
Your need to craft your landing page in a way that both highlights the positives and also answers and overcomes common objections.
The landing page should also do this in a way that’s clear.
This actually isn’t as hard as it sounds and in the following section I am going to show you how to how to discover users main objections are as well as three actionable tactics to overcoming them on your landing page including:
- An FAQ section
- Live Chat
- Reframing
Overcoming these objections are vital to producing the business outcomes that you should expect from your Google Ads campaigns.
How to Create a Landing Page that Overcomes Objections
Step 1. Research, Discover and Understand What Users Objections Are
To figure out what your customers’ primary objections are, it is best to start by having a discussion with your sales team as they have contact with prospects every day and can provide you with great qualitative data.
Your sales team has the kind of insight that heat maps can’t tell you, but Dwight from sales can.

Some great questions to ask your sales team include:
- When customers say they are not interested, what are some of the reasons they provide?
- What are the most common questions you get when you speak to prospects?
- What are some of the common ways you overcome customer objections? Are there any phrases that they need to hear to make a purchasing decision?
- What additional education do you wish customers had before you spoke with them?
- When a customer purchases from a competitor, what are the reasons they do?
Step 2: Address and Overcome Objections on the Landing Page
After having robust conversations with your sales team and discovering the users main objections, it is time to overcome them in a way that is non-salesy and (more importantly) clear.
Here are three actionable ways to do so:
A. Overcome Objections with an FAQ section
To put it simply, FAQs are the great objection busters – you basically list out the “questions” (which are objections in disguise) and then overcome them all in one area.
One sales philosophy I utilize is to think of questions as objections in disguise, because in a way that is what they are.
A question such as “Is this right for me?” is really the objection “I am not sure this is right for me” in disguise.
An FAQ section brings clarity to the user and allows them to scan for their particular objection, read your objection busting response (OBR), and understand that objection should not prevent them from proceeding with the conversion.
KlientBoost does a great job of this in the example below, where they made an FAQ section for customers to scan and find the exact objection that’s holding them back from converting and have those objections overcome.

For example the above overcomes the objections:
- What if I get stuck?
- What if I need additional help?
- What if I don’t have enough time at this exact moment?
- What if the digital marketing world changes?
- What if I need personalized help?
- Who will be answering my questions?
Instead of just letting these objections languish in the user’s mind and prevent them from converting, each objection is overcome each one in a clear and non-salesy way.
B. Overcome Objections with Chat
There is a reason that Netflix crushed blockbuster – and it is not just because Blockbuster charged rewind fees.

Netflix crushed Blockbuster because they provided for instant access.
The same is true with Uber providing instant access vs. cabs, Tinder providing instant access vs. socializing (talking to people in real life!) and Deliveroo vs cooking.
Users are used to and want everything right now and that includes answers to their objections.
Not later. Right now.
So give that to them.
Using chat allows the opportunity to step in during a customer’s decision-making period and answer their objections instantly and we have found this to be very useful especially around high friction asks like a demo/consult.
Here are a couple of ways to do this:
The first way is with a chatbot.
A good example is Drift who utilizes one on their demo page. Demo’s are high friction because you are asking for a user’s time, so they can have very low conversion rates.

Drift has a chat pop up when you ask for the consult and actually avoid forms completely.
This particular bot shows users a series of questions that allow for their objections to be overcome instantly prior to booking a demo in real-time.
If the user has more questions at the end of the bot chat they have the option to speak with a human where all of all objections continue to be answered in real-time.
The other option with chat is to start with a live human on the chat, and a good example is PPC Hero and their HeroConf landing page.

Literally, if the user gets to the bottom and still have questions (objections in disguise), a live human will overcome them instantly with them.
Chat works amazingly well and can help “personalize” the objection busting responses to the unique questions instantly.
C. Overcome Objections by Reframing Them
Sometimes, you just need to look at something in a different way.
Reframing is the strategy of taking a piece of information and presenting this same piece of information in a different way.
Reframing is a really good way to overcome objections and is kind of a weasel way since you aren’t necessarily addressing it head-on but are 100% addressing the objection.
The best way to demonstrate how to do this is with an example and UnBounce (a landing page builder) who does a great job with this on their landing age.
A common objection they get (I assume) is that “I can’t use this product because I don’t know how to code”.
They could have put it in an FAQ section, or answered with a chat, but instead of doing that they simply reframe it by saying “No coding required”

In just a few sentences they have reframed the objection “I don’t know coding” to “You don’t even need to know coding to use our product” and now the user will no longer have that objection in their mind preventing the conversion.
Overcoming user objections on your landing page is vital and you need to do it to get the max amount of conversions possible on your paid search campaigns.
How have you overcome user objections on your landing page?
MARKETING
AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.
Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based.

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”
Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry.
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The global development of these tools shows the desire for solutions that natively understand the place they are being used.
“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”
Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.
The report: A deeper dive
Marketing technology “is a study in contradictions,” according to Brinker and Riemersma.
In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.
Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.
The growing landscape
Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.
It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate.
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As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.
Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.
Composability and aggregation
The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.
Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.
That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.
Build it yourself
Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.
So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”
Constantine von Hoffman contributed to this report.
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MARKETING
Mastering The Laws of Marketing in Madness


Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.
However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.
In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!
Law 1: Success in Marketing is a Marathon, Not a Sprint
Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.
Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.
In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.


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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.
Consider This Analogy:
Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.
Implementation Steps:
- Begin by planning a content calendar focused on delivering consistent value over the next six months.
- Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands.
- And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.
Law 2: Survey, Listen, and Serve
Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.
Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.
Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.
Here are some keystone insights when considering how to Survey, Listen, and Serve…
Customer Satisfaction & Loyalty:
Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.
Engagement:
Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.
Product & Service Enhancement:
Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.
Data Collection:
Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.
Operational Efficiency:
Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.
Benchmarking:
Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.
Implementation Steps:
- Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
- Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
- In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.
Law 3: Build Trust in Every Interaction
In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.


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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.
Here are some keystone insights when considering how to develop and maintain trust…
The Unseen Fast-Track
Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.
The Emotional Guardrail
Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.
Implementation Steps:
- Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
- Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
- Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.
Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.
Guarantee Your Success With These Foundational Laws
Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.
Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.
Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.
Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.
These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.
Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!
MARKETING
Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.
While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.
Endemic vs. Non-Endemic Advertising
Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising…
Endemic Advertising
Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.
Non-Endemic Advertising
In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.
7 Benefits of Running Non-Endemic Ad Campaigns
Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:
Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.
Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.
No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.
Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.
Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.
Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.
Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.
How to Start Running Non-Endemic Ads on Amazon
Ready to start running non-endemic ads on Amazon? Start with these essential steps:
Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.
Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.
“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.”
– Robert Avellino, VP of Retail Media Partnerships at Tinuiti
Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.
Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.
Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.
Conclusion
Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.
We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.
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