The 5 Biggest Customer Objections & How To SMASH Them With Killer Copywriting

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Pop-Quiz: When a customer publically objects to your price, offer or marketing do you 1) Freak out, delete their comment and hope they don’t post it anywhere else 2) Ignore them, they don’t know what they’re talking about or 3) Thank them and ask them to buy anyway.

This week we’re going to talk about the 5 most common customer objections and how you can overcome them in your sales copy…

Whether you like it or not, no matter how incredible, cheap, perfect, promising (insert adjective here) your product or service is, some of your prospects will always have doubts and concerns running through their mind the moment they know that they’re being sold something. 

It’s the most natural part of decision making and, as marketers and copywriters, it is our job to both predict them and address them early on and every step of the way. 

Far too often I see sales pages that are too afraid to tackle customer objections head-on – as if by mentioning them, they are going to create that objection in a would-be customer’s mind and stop them from buying.

Well, I hate to break it to you, but those objections are there whether you call them out or not. In fact, one of my good friends and marketing genius, Roland Frasier, famously said at one of my Mastermind events that people will only read PAST the headline of a sales page to figure out a reason to NOT buy from you.

They are looking for proof that their objection is REAL and they are RIGHT in not buying from you!

So, rather than ignore the elephant in the room, you want to let your audience know you hear their concerns and have spent time thinking about them.

Listen, I know, it’s easy to get your back up when someone has an objection to your sales campaign. After all, you spent HOURS conceptualizing, planning, writing and creating the offer that you think is pure gold...

But instead of seeing that resistance as a negative, consider the fact that the ones who express an objection are the ones who are actually interested.

Plenty of people will see your campaign or sales page and leave before they finish the headline. The chances of you converting them into a customer are CONSIDERABLY lower than those who take the time to RESPOND to you.

You already have their attention, interest and desire... 

Any objection is just a little blip in their brain that is stopping them from taking the final step!

All you gotta do is help them get over it.

That’s a lot easier to do than trying to re-capture someone’s attention. 

But, beware, the longer your prospect holds an objection, the stronger it becomes — and the harder you'll have to fight to combat it! When objections go unmet, your prospect would make up their mind and likely never become a customer.

So, with this in mind, it’s important for you to welcome and face objections so that you can resolve them on your sales page copy…

Objections are also your BEST market research mechanisms to know where your prospects are getting hung up. Because if one person wrote to you about it, you know there are at least 10 more are thinking but not saying it.

I was inspired to write this article when my team and I were preparing the assets for my recent copywriter coaching program, the Copy Posse Launch Pad. 

So in this article, I will be using the exact sales page I used to address the 5 biggest objections a prospect might have, and how you can overcome them in your copy.

This process will be super useful for when you’re writing your next sales page — not just as you’re writing it, but also as a checklist after you’re done so that you can make sure that you’ve got everything covered. 

Remember, over here at the Copy Posse, we are all about creating copy that combines the power of conversion with the empathic art of creating real connection… and overcoming objections is one of the best ways to do this! If you want more guides and tutorials on copywriting like this one — subscribe to The Right Phrase Pays here on LinkedIn and join the best copywriting crew on the internet.

Okay, now here they are... the 5 biggest customer objections and how to smash them with killer copy!

1. “I don’t need this.” 

AH yes, there are several reasons why this objection might pop up: It could be that your prospect doesn’t have enough awareness about what it is that you’re offering…

Or perhaps you’re trying to appeal to everyone and not calling out your target audience. You know how the saying goes — "you try to appeal to everyone, you appeal to no one!". 

Or perhaps your copy focuses too much on listing all the product features that you forget to communicate WHY your prospect needs it.

To overcome the “I don’t need this” objection, you need to make sure that you have a clear USP (or Unique Sales Proposition).

What is it about your product that is unique compared to your competitors, and what specifically are you helping your prospect to resolve or gain? 

State this very early on in your sales page, before you continue on and explain how your product relates to the specific problems that the prospect is likely facing. 

For the Copy Posse Launch Pad, we opened our page with the headline “Learn Highly-Paid Copywriting Skills, Write An Irresistible Portfolio, and Ignite Your Business” followed by a 3-minute video which clearly called out the target audience, and then we went into the BIGGEST dilemma facing new copywriters today. The dreaded copywriter catch-22.

Notice how we communicated the what, the how and the why in the first few sections of our sales page.

Later down on the page I also do a recap outlining how to know if this program is for you… or isn’t for you. Call out who the program is NOT for is a great way to get more buy-in from the people who it IS FOR.

#2. “I don’t know if this will even work.” 

If your solution seems far-fetched or too good to be true, it’s likely that your prospect will think it IS too good to be true. 

However, if it seems a little complicated or hard to achieve, they might back off because it’s gonna take too much time or effort. You’re supposed to make their lives easier, not harder!  

But deep down inside, they want evidence and assurance that your product really does what you say it does. So to bust this objection — give them social proof!

You do NOT want to give them a reason to leave your sales page to do the research elsewhere!

This is when you should use facts, case studies, testimonials, and any explanation to clearly illustrate what makes your product credible. 

On the Copy Posse Launch Pad sales page, I shared testimonials from my past partners and clients to showcase my expertise, as well as a clear module breakdown of the program modules so you know EXACTLY what you’re getting.

#3. “I’m not sure if I should buy from YOU” 

Customers with this objection are likely very aware of what they need help with and are now just weighing their options.

If your prospect hasn’t heard of you before or isn’t familiar with your work — they’re probably wondering why you’re the right person, product or brand to help them. So to remove this objection, it is absolutely crucial for you to include some credibility factors on your sales page. 

Be as transparent as possible and don’t hide. If your brand has a face and a personality behind it, come out and show up.

People are more inclined to believe in your product if they have a reason to relate to the person or team behind it and feel comfortable supporting you.

To do this — include your bio. Tell the story behind WHY you made this product and how it’s important to you. Oh, and be sure to include a picture or two! Seeing a face with your name helps people feel they can trust you.

Speak of your best accomplishments so that they can rely on your expertise. On the Copy Posse Launch Pad sales page, I shared my story of WHY I created the program, along with some love notes from my global community and information about my private mastermind to showcase credibility.

#4. “It’s too expensive.” 

Or even, believe it or not — “It’s too cheap”!

Whether people are aware of it or not, they actually use the price of a product to determine its quality and its value.

If it’s too pricey, they might think it’s too advanced or sophisticated. If it looks too cheap, they’re gonna question your product’s quality and not find it worth paying for at all. 

To overcome this objection, you need to focus on the total value of your product instead of what they have to pay when they check out.

You need to give them a frame of reference so they can decide whether they’re getting a good deal, or not.

If you only shine a spotlight on the price tag, you reduce the quality of your product to mere dollars and cents and make the buying experience purely transactional.

For instance, with the Copy Posse Launch Pad, we included a clear value proposition and listed down everything that a member would get when they joined the program, and included the total value of each item or feature should they be sold separately or obtained elsewhere. 

Also, this is very important, you want to explain the Value/Price gap and WHY you’re offering a discount. In the Launch Pad, I released the program at a special founding member’s price. In the copy, I clearly state why:

The Value of This Program Is Over $15,000 But because this is the first-ever Copy Posse Launch Pad enrollment, I’ve decided to give you a massive discount as a founding member, in exchange for your honest feedback.

You always want to include a reason why with any type of scarcity to create trust and let your audience know what’s up.

#5. “I’m confused and overwhelmed.” 

Let’s face it — if, by the time your prospect has gone through all that copy and reached the end of your sales page, and they’re still hesitating, chances are it’s because they’re probably confused and overwhelmed by the bulk of information that they’ve just had to consume! 

Confusion is perhaps the biggest conversion killer of all, and at this point, your prospect needs help with recapping and processing everything they just read. This is where you can utilize your Frequently Asked Questions section to overcome this final objection. 

FAQs can really help simplify and compartmentalize left-brain information to overcome confusion or overwhelm. Most businesses make the mistake of not considering the power of a well-written FAQs section and just use it to provide basic logistical information such as date, price, and next steps. 

But if you consider all the objections that we just covered in this post and reiterate them in your FAQ section, this can be a powerful way to smash those objections. 

You can also combat potential follow-up objections that you weren’t able to address earlier in the sales page — such as next steps, other concerns that your prospect might have, and further information about what they’ll experience from your product. It’s the final net to scoop up any of those lingering objections that may come up.

And there you have it! I hope this tutorial has been helpful. Thanks for reading and subscribing, I’ll see you next week!

Alex

P.S: What's an objection you hear most? Comment below and let me know!

Alex Cattoni is the Founder of the Copy Posse Agency and Academy. Since 2011, she has launched several successful brands and has proudly partnered with many of the hottest transformational brands and businesses on the planet, writing high-converting sales copy, scaling multi-million dollar brands, and crafting iconic promotional campaigns.

Today, she’s on a mission to mobilize the raddest, baddest crew of authentic copywriters with a passion for creating community, credibility and conversions with nothing but powerful and precise wording.

Through her weekly YouTube videos, Alex helps copywriters, aspiring copywriters and entrepreneurs learn, write and ignite their businesses with words that work.