Overcoming Objections
One of the biggest challenges when writing copy is anticipating your reader’s objections. If you’ve peppered your copy with proof, you’ll eliminate some of them. But readers will always have questions and objections to what you write in your copy.
And that’s a good thing because OBJECTIONS ARE OPPORTUNITIES.
Copywriting is inherently connected to dealing with objections.
There’s NO WAY to avoid it.
When you get an objection, the prospect isn’t rejecting you. Nor are they usually rejecting the offer or the product you’re writing about either. When prospects state an objection, rather than a flat-out, “No, I don’t want this,” they are giving you a chance to win them over. They’re asking for more information from you. A better reason to keep reading or to buy.
They want you to show them the value of what you are selling. Or to explain something they don’t understand. Or to prove that what you’re promising is true.
By building trust, emphasizing your credibility, and re-framing an objection so the buyer understands how your product solves their problem, you can put objections to work for you. Which is why sales guru Brian Tracy says, “Treat objections as requests for further information.”
But where a live salesperson can have a conversation with a prospect, ask about objections and deal with them as they talk, you can’t do that as a copywriter. You are writing your copy weeks, maybe months or even years before your reader gets to see it. They can’t tell you their objections. But you still have to acknowledge and resolve them.
To do that effectively, you need to talk to enough prospects and customers to learn what they objections are before you write. If you did the work in the Reseach Mastery course, you’re most of the way there. If you haven’t, you’ve got some work to do.
Listen to your customers. Ask them what is holding them back? Why didn’t they buy? What hesitations do they feel? And then when you sit down to write copy, you need to answer their questions and objections directly. No dancing around hard questions.
Once you know what your prospects’ objections are, it’s up to you to resolve them. To help you do that, we’re going to walk you through the 20 most common objections we hear and show you what to do with each one.
Note: This list is not all-inclusive. There are additional objections your customers and readers will come up with. That’s why it’s so important to do the research to discover what they are before you write. And there are multiple ways to answer each one you discover. The way you do it will depend on your prospect and their mindset, as well as the product and market you serve.
Having said that, these are some of the most common objections…
Objection #1: Quality — Is it really as good as you say?
This is a big one. We’ve all bought products that didn’t work as promised. Or they worked, but just barely. Or they felt cheaply made. Or you were enticed by a delicious looking photo in the ad, but what you got in the bag was something a lot less appealing. So you can’t blame your prospect for wondering… Is it cheaply made? Will it fall apart? Are the ingredients high-quality?
There are a couple of ways to address this objection. First, make sure your client is credible — there’s nothing about them on Rip-off Report or the Better Business Bureau. The FDA isn’t suing them, or anything like that.
Then show the product in action. Demo videos, case studies, and testimonials all can help show the quality and effectiveness of your product. You can also share stories about craftsmanship and the quality of the ingredients. When we as readers process information shared in the form of a story, it’s more believable than a simple feature statement.
Adding a money-back guarantee to the mix helps remove the risk for the customer—if it turns out that the quality isn’t what they expected, they can return it.
Objection #2: Features — Does this product have what I need?
Your prospects may read your sales pitch and wonder if the product or service includes the particular feature that they need. Most products have dozens of features and benefits, but just 1-2 of them will likely be most important to your prospect.
When your prospect has objections related to the features, you need to demonstrate how features solve their problems. If you don’t know, go back and ask them. Then identify the features that produce the benefits they need most. Focus on the most important features. And make sure you contextualize the benefits so your reader can see how they will experience them once they buy.
Objection #3: Price — It costs too much. Or it doesn’t cost enough.
This is easily the most common objection you’ll hear. We all want to feel like we’re getting the best price or at least a lot of value for our hard earned money. So when prospects object to your price, focus on the value.
One way to do this is to start stacking the value your offer includes. Copywriters have stolen this approach from TV pitchmen like Ron Popeil who would famously run through his pitch, then ask, “How much would you pay for all this? $100? $200? $300? Well, don’t answer yet, because you also get…” and then list off a bunch of additional things.
Many of the most effective sales pages include so many valuable bonuses that you’ll happily pay the price just for the bonuses… the actual product becomes an afterthought. Check out how Money Map Press does this with this promotion for their Nova X Report, offering bonus after bonus…
The copywriter makes the 7 bonuses feel valuable. So much so that the actual product he’s selling is almost an afterthought. You might be for the bonuses alone.
Another approach is to compare your offer to something valuable. We talked about this in the last segment, you don’t want to compare apples to apples, but rather apples to oranges. Or even better, apples to filet mignon. If you were selling a course, you might compare the cost of the course to the cost of an expensive business coach. Yes, the course is $2,000, but if you were to hire a coach to help you figure this out, it would cost $10,000 or more. In comparison, the course is a bargain.
Make the value obvious.
Another way to overcome a price objection is to offer a payment plan that makes buying now easier. If $2000 is too much, well, you can get started today for just $500 with just 3 more payments of $500.
2 more things to consider when overcoming pricing objections…
- Make sure your prospect knows the cost of NOT buying now.
What will they continue to struggle with? What’s the cost of that? What leisure or benefit will they miss out on? How will they feel as they watch their competitors succeed?
2. Appeal to their self-esteem. Help them see how they’re worth the expense… how they’ve earned this extravagance. <– Caution… It’s easy to be manipulative here. So don’t do that. Keep in mind this should be in your prospect’s best interest, not yours.
Conversely, if you’re selling a luxury item for a low price, prospects will question the true value. Is it worth what you say, or is it a fake? If this is the objection, you need to establish the value… show the provenance, talk about ingredients and the origin story, Or better still, raise the price to eliminate the objection.
Objection #4: Lack of Time — I don’t have time for this.
We all feel stretched for time. We’ve got lists of dozens of things we need to get done that we simply don’t have time for…
Do we take the kids to the park or finish up the case study that was due yesterday? Write the web page or meet a bestie for coffee? Sleep or roll out of bed for restorative yoga or a few minutes in the saddle?
AND NOW YOU WANT ME TO CARVE OUT SEVERAL HOURS TO SPEND WITH YOUR PRODUCT?
To answer this objection, focus on ease-of-use. Show how you’ve taken all the prep work out of the process for your prospect.
Or how you’ve cut out all of the meaningless extras to focus on the parts that get results. Caution: It’s easy to over-promise when writing about time commitments (think 7-minute abs) but if you can, emphasize how you save your prospect time.
Check out how Ramit Sethi minimizes this objection for his Mental Mastery course by focusing on lifetime access and the go-at-your-own-pace approach to learning:
Objection #5: Effectiveness — I’m not sure this will solve the problem.
With this objection, your prospect is asking, what’s in it for me? To answer you need to get very clear on your prospect’s situation. How exactly do they experience their problem? Describe it in the same words they use. Then use a story that demonstrates exactly how your product solved that problem for someone else. Make sure that your prospect can see herself in your example. Add testimonials that show how your products solved this exact problem.
Objection #6: Personal Doubt — But will it work for me?
This is a prospect who thinks your product will work for others, but not for them. They’ve probably tried something similar, and it didn’t work. Basically they’re saying, “Sure it works for others, but I’m different.”
The best way to deal with this objection is to tell a story that puts you in your prospect’s shoes. If your prospect struggles to fix healthy meals made of fresh ingredients for their busy family, you tell the story of the product creator and how she used to struggle to fix healthy meals made of fresh ingredients for her family. Your prospect need to see themselves in the solution and results.
Important: If you hear this objection, take a step back and ask how you’re positioning your product. Are you talking to the right audience? A prospect looking for maternity vitamins won’t be interested in Centrum Silver created for the 50+ market. An overweight exercise beginner probably won’t join a gym for muscle heads or hard-core cross fitters. A course for beginner youtubers won’t appeal to someone with a decade of experience.
Objection #7: Confusion — I don’t understand what your product is or does.
This objection is often the result of the curse of knowledge. You know what your product does. You’ve spent months, maybe years, building it or months using and researching it. During that process, you’ve become an expert and can easily forget what a beginner thinks about the problem or solution. So what you write goes over your prospects’ heads.
You’ll hear this objection if you haven’t clearly explained what your product is, or how it fixes your prospect ’s problem — they simply won’t get it. This is dangerous territory to be in as a copywriter because this prospect will abandon your sales page long before you can ask for the sale. And if by some miracle they DO make it to the bottom of the page, they won’t understand why they should buy.
Solve this objection by using simple metaphors to help prospects relate to the product. A social media consultant might write that her content strategy is “like a megaphone” that helps ensure all your potential clients can hear what you have to say. Or a product like Stitch Fix (which is a hip clothing delivery service) might be described as having a friend in your closet helping choose the best outfit for a night out. Find simple ways for people to understand what it is you are offering and what they’ll get.
Objection #8: Past Experience — This is something I’ve already tried.
If your product has any competition, chances are your prospect has already tried something similar to what you offer. What they’ve tried before and didn’t work as they hoped, so they’re still looking for a solution, but they’re cautious.
In this situation, you need to show how your offer is different. Even better if you can show how your *new* product is superior to what they’ve already tried. Focus on the unique mechanism and talk about how it works and why it will get results. We talked in depth about unique mechanisms in a previous segment in this course.
Finally, if you hear this objection, make your claims personal. Demonstrate how your product works for other customers just like your reader.
Objection #9: Ignorance — Why haven’t I heard of this before?
People tend to be suspicious of unfamiliar things. If something is good or effective, we tend to think that we should have heard about it before we see it on a sales page. The fix for this objection is to explain the origins… is it a new technology? Was there a recent discovery that led to this new product? Or maybe there’s a conspiracy that has kept this product from coming to market before now. Tell that story! Give your prospect a reason to believe that explains why they haven’t heard of it before.
Objection #10: Usability — I don’t think I can learn how to use this product.
Some products appear difficult to use or learn—like new technology for older generations. We tend to believe that most things need to be learned when we’re young, or we’ll never quite master them. That’s not true, but it’s often the perception.
To overcome this objection, use customer reviews and testimonials that show how the product works, how easy it is to use, and how it solves your customer’s problem. Talk about how you’ve done most of the work to automate the hard stuff and make learning and using easy. It’s all about ease of use.
Here’s how Financial Advisor Dan Cupril handles this objection. He uses empathy to show that he’s been in his prospect’s shoes, then talks about how the prospect will go “step-by-step” through the system. Dan even offers to assist his prospect with the system (for a price, of course) and promises they’ll succeed.
Objection #11: Problems in the Future — What if something goes wrong?
Products break. Packages get lost in the mail. Apps and websites go down. And usability issues can keep people from getting the benefit of the products they buy. It’s no wonder then, that prospects will anticipate a problem and use that as an objection.
Overcome this objection by first reassuring your prospect that you’ll be there for them (and deliver on that promise). Give a guarantee so if a problem arises, the prospects know they can get their money back. And don’t add so many conditions to your guarantee that you undo the ease of the promise. Provide contact information so they can easily reach you by phone, email, chat, or some other way. And back it up with customer reviews that talk about how responsive you are and how any problems were quickly resolved.
Objection #12: Permission — My partner will never go for this.
Does this sound familiar… “You paid how much for that [insert product you recently bought here]? What were you thinking? When customers make a unilateral buying decision, especially for an expensive product, they can get push back from a budget conscious spouse, significant other, or business partner. Or maybe a well-meaning friend or family member will question why anyone would participate in something they don’t understand.
Start by explaining the BIG benefits. How will it make a difference in their lives? Show them how things will change. Give your prospect reasons they can share with their partners to help bring them onboard.
Or you can position this buying decision as you and your prospect against the world. Talk about how friends and colleagues aren’t like you and me. They don’t understand because they don’t have the experience that we share. Become your prospect’s ally. Tell them how you’ll be there to help them through it. Stand with them against their doubters.
But—and this is important—if checking in with a partner is important to them, don’t guilt them into buying before they can do that. If you give them the right information about the benefits and support they’ll get, and the outcome they’ll achieve, a partner often becomes a supportive ally encouraging them to invest in themselves.
Objection #13: Timing — Why should I do it now? I can do it later.
For many products, this isn’t just an objection, it’s the truth. Most purchases CAN wait until later. To overcome this, you need to emphasize scarcity and urgency. Add a deadline to purchase or a limit on quantities. You can also add expiring bonuses or upcoming price increases. Emphasize the cost of not doing things now — what do they lose if they wait? (<— turns out, they could lose A LOT, so don’t overlook this important piece of the pitch). And you can use the “bandwagon” effect to show how others are swarming to join the crowd and buy right now.
Objection #14: Social Rejection — I’ll be embarrassed if someone finds out.
Some products are just embarrassing to buy and use. ED medications. Adult diapers. Hemorrhoid creams and pillows. Personal massagers. Rat poison. Dandruff Shampoo. Disco’s Greatest Hits CD Collection.
Other products are acceptable in some circles, but a massive embarrassment in others… MAGA hats, Che T-shirts, Priuses or monster trucks, bling, tattoos, Lakers jerseys, Crocks… okay Crocks are never acceptable, but the rest of this list is on point.
If you’re selling a product that can be embarrassing for users, first reassure them how normal using your product is. Show examples of your product in use by other people who are like your prospect. If you can, show how they’ll be admired (even envied) by others in their peer group.
If admiration isn’t possible, show them how you’ll help them keep their secret. Playboy magazine used to mail in a plain brown envelope so your neighbors and your mail man wouldn’t see a pornographic magazine in your mailbox. Other embarrassing products ship in unmarked boxes. So it can be a good idea to promise to protect your customer’s privacy. Then make sure you keep that promise.
Objection #15: Significance — A competitor sells a similar or BETTER thing.
If your prospect has the choice between 2 similar products, they’ll opt for the 1 that they think is better or a better value or gives them a better story. Deal with this objection by offering a unique bonus that they can’t get anywhere else (and it can’t be copied because it’s from YOU). Personalize it in some way. Create a bonus related to your product that makes the whole package more valuable and unique (this is particularly useful if you are promoting the same affiliate product as others in your market).
Objection #16: Integrity — This doesn’t seem like something I would do or buy.
If a prospect can’t picture themselves using your product, they won’t buy it. So use future pacing to help them imagine how your product fits in their world. Create a vivid picture where they can clearly see how they achieve a result they want by using your product. You can also highlight your ethos, mission, and vision so it connects on a deeper level with the right people.
Objection #17: Complacency — I’m okay with the product I’m already using.
If your prospect is too comfortable with their current solution, you may need to agitate their pain. They may not understand the real problem or the opportunity in front of them. Talk about how the situation they’re in is changing, how their current solution will be inadequate in the future, and how they risk falling behind if they don’t change now. This would be a good opportunity to share predictions from industry experts and examples of how the pace of change in your industry is accelerating. Finally, show how competitors are taking advantage and emphasize what they lose if they don’t make a change.
Objection #18: Fear of Change — Something might go wrong.
Closely related to complacency is the fear of making a wrong decision. There’s a popular saying in business, “no one was fired for choosing IBM.” The idea is that IBM was the safe choice. If you bought a competitor and something went wrong, your boss might think, “you should have gone with IBM, they’re safe” and then fire you.
To overcome this objection, you need to share stories of how taking a risk or making a change resulted in positive changes. Better than expected. Certainly better than what you had before. Or show them how this isn’t actually a risk at all, in spite of what they believe (then give them proof to back that up). This one can be tough, especially if a competitor is the industry standard. So focus on how your solution will benefit your prospect.
Objection #19: Believability — Why should I trust you?
We saved the most important for next-to-last. If prospects don’t trust you to deliver what you say or to be capable of helping in the way you promise, you won’t sell your products. They need to know you’re qualified to do what you say. So highlight your track record. Show off any awards and recognition you’ve received. If you have meaningful certifications, show those too. Testimonials and case studies can add to your trustworthiness. And, if you don’t have any of those, tell a personal story that shows how you’ve gone from unqualified to where you are today, and what that means to your customer. Review the segment on proof stacking and do it.
Objection #20: Not Now — I need time to think about it.
Often this objection isn’t an objection. It’s a “no,” but your prospect doesn’t want to say it. If you hear this, you may need to do some more research to understand the real objection. And if they really are the kind of prospect who doesn’t like to buy on impulse, you need to dial up the urgency so they have an incentive to make a decision now.
One last tip for overcoming objections… use an “EVEN IF” statement when you make a claim.
The “even if” statement is a powerful tool for answering the concerns our prospects have, but it’s only the start of answering the objection.
Here’s the formula…
[Make a promise with a desirable outcome] even if [objection].
So in copy it might look like this…
“Lose 10 pounds in 3 weeks even if you’ve tried and failed every diet plan before.”
But don’t stop there. You’ve stated a benefit/promise and added the “even if” to bring up the objection. But you haven’t actually resolved anything yet until you add information and proof to support your claim.
That’s it for overcoming objections. Depending on your product and your customer’s stage of awareness and need, you can spend a lot of time anticipating and resolving objections in your copy. If you find readers aren’t taking action after reading your copy, you may need to dig into the objections they’re feeling and go back to deal with them to make taking action the next logical step.