Writing

Overcome the 8 Most Common Sales Objections With These Proven Copywriting Strategies

O. Sentrec

• 6 min read
"Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust." - Zig Ziglar

Sales objections are mental barriers to purchasing your product. Every unanswered question and unresolved concern becomes an objection to buying. Your job is to tackle each one of them in your copy.

Imagine you are selling face-to-face. It's easy to follow the cues from her facial expressions, body language, and overall feedback when your prospect is in front of you. You can see when your point gets across and when it doesn't. You know if she is ready to buy or needs more information.

When you are not selling face-to-face, your sales copy is your salesperson. You are sending it into the wild to fend for itself. Give it the tools it needs to do the job.

You must anticipate the objections beforehand and tackle them with your copy.

Here are four resources that can help you with this:

1) Your customer research
Message mining, surveys, and interviews are the closest thing to reading your prospect’s mind. You get plenty of insights into their pains, objections, hesitations, and the reasons for buying or not your product.

2) Your product knowledge
Know your product or service inside and out. Recognize every flaw and disadvantage but don’t consider them problems and obstacles to a sale. Look at them as building blocks of persuasive copy.

3) Your competition
Knowing your competitors will help you resolve any objection that has to do with your competition. Be ready to compare every feature and benefit to those of your competitors.

4) Figure out the reasons for not buying or responding to your offer.
List every possible objection, concern, fear, doubt, and excuse. Organize them based on the order they will come up in your reader’s mind. When it is time to write your copy, you can pinpoint every objection and openly address it.
Bonus point: Admitting and discussing the drawbacks increases your credibility and trustworthiness.

If you write copy for a website, you could include a FAQ section where each anticipated objection is phrased as a question and tackled with a direct answer.

Let's see some of the most common objections, the actions you can take, and examples.

8 Common Objections and the Best Way to Overcome Them

Objection 1 -“Why should I believe you?”
Action: Show off your credentials, experience, awards.

In this case, a book about remote work gives Basecamp enough believability as software for remote work to handle the "Why should I believe you?" objection. Source: Basecamp
B-School is an online training course for entrepreneurs. Here are Marie Forleo's credentials and awards to tackle the "Why should I believe you?" Source: Marie Forleo

Objection 2 - “Why should I believe your claims and promises?”
Action: Prove it! Back up every claim and promise you make. Use carefully selected testimonials to overcome this sales objection.

Going claim is "Save up to 40-90% off flights from your city" Their testimonials prove that's true. Source: Going
Claim: Recover more Stripe failed payments with Stunning. What better proof than showing the quantity since you started reading the page? Source: Stunning

Objection 3 -“How do I know this is really for me?”
Action: Provide case studies of customers like them who have used your product or service. Prove your product has already worked for someone who was having the same problem they have now.

Articulate does inbound marketing for B2B. They've a page dedicated to B2B case studies to tackle the “How do I know this is really for me?” objection. Source: Articulate
These testimonials show how freelancers like you use the "Emotion Sells: The Masterclass" to grow their business. Source: Emotion Sells
From the same program above, you also have how founders like you use it. Source: Emotion Sells

Objection 4 - “Yeah, but will it work for ME?”
Action: You have convinced them that your product works. But they are still not sure that it will work for them. Make it easy for them to try the product so they can see for themselves if it’s a good fit.

A good testimonial and a great guarantee will also help.

Not sure it will work for you? Try it! Make it easy for the prospect to try your product so they can see it works for them. Source-Warbyparker
You can use testimonials to tackle the “Yeah, but will it work for ME?” objection. Source: Copy Cure
Try a great guarantee to overcome the “Yeah, but will it work for ME?” objection. Source: Frank Kern

Objection 5 -“What unique benefits do you bring to the table?”
Action: This is where your competitor research will help a great deal. Solution and product aware prospects are comparing your product to similar products. They want to know what makes YOU different. Make sure to point out every feature and benefit that makes your product superior to the competitor's product.

“What unique benefits do you bring to the table?”Beehiv comparison to Converkit. They also have a table comparing features. Below you have the one from Converkit. Source: Beehiv
“What unique benefits do you bring to the table?” Convertkit tells why creators choose them over Beehiiv. Source: Convertkit

Objection 6 - “How is this any different than everything else I’ve tried?”
Action: People have already tried to solve their problem with several solutions. Just think about niches like weight loss, make money, or dating. Your job is to convince them your offer is not only different but also superior. Consider here your unique value proposition.

“How is this any different than everything else I’ve tried?” Tell them what makes your solution different. Source: The customer conversion code

Objection 7 - “Is this really that good of a deal?”
Action: Time to use a good “reason why.” Demonstrate how your solution benefits them, why it is such a good deal.

“Is this really that good of a deal?” Here you have the reasons why they have created this product. Source: No B.S. letter
Why is it such a good deal? Here you have the "reasons why" he's giving you the book for just $5.60. Source: Frank Kern

Objection 8 - “I’m not ready to act today”
Action: Inject urgency in your copy. Time and/or quantity limits. Tell them why they must take action today, not tomorrow.

Use urgency to tackle the "I'm not ready to act today" Source: No B.S. letter


Sometimes it is not possible to overcome all the objections. In this case, use reasons to believe. These are promises you make as a company to your customers. Things like:

  • Money-back guarantee
  • Lowest price guarantee
  • Next-Day or Same-Day Shipping
  • No-Questions-Asked Returns
  • #1 Best-Selling (product)
  • #1 Most-trusted (product)
  • The world's largest selection of
  • 24/7 Customer Service