As a copywriter, you are – whether you know it or not – always fighting against the objections of your audience, to convince them to make a purchase.

There are five of these objections, all of which come about because of the reader’s natural reluctance when it comes to spending money.

1. I don’t have enough time
2. I don’t have enough money
3. It won’t work for me
4. I don’t believe you
5. I don’t need it

It is our job, as copywriters, to battle against these objections through the words we use and convince our audience that these objections are wrong, irrelevant, or unimportant.

By defeating the five objections, we give the reader a clear and unobstructed path to buying our product or service.  

Here’s our thoughts on how to beat these objections through your copywriting skills.

I don’t have enough time

When it comes to the objection of not having enough time, it’s crucial to understand that your audience is busy and often overwhelmed with various responsibilities.

However, you can overcome this objection by highlighting the time-saving benefits of your product or service.

In your copy, emphasise how your offering streamlines processes, simplifies tasks, or eliminates the need for extensive research.

Use phrases like “effortless solution,” or “quick and easy.”

However, don’t lie to your audience.

If your product or service really is going to take up their time, say so.

But, when you do so, explain that a) it’s worth it or b) that time will be a pleasurable experience that provides value to their lives.

I don’t have enough money

The objection of not having enough money is a common one, especially in today’s economy where many people are mindful of their spending.

As a copywriter, your task is to demonstrate the value of your product or service in relation to its cost.

You may not have control over the actual price of your product so it’s important to reshape the narrative around it.

“Yes, it costs X but that’s not expensive when you consider the benefits of Y and Z.”

In your copy, focus on the return on investment (ROI) that your offering provides.

Highlight any cost-saving features, long-term benefits, or potential income generation that outweigh the initial expense – if there are any.

Use your persuasive language skills to convey the idea that your product or service is not just a purchase but an investment in their future or will provide benefits that outweigh the cost.

If you do have control over the pricing of the product itself, consider offering payment options or discounts to make your offering more accessible to budget-conscious individuals.

By addressing their financial concerns directly and providing solutions, you can overcome this objection and position your product or service as a worthwhile investment, but simply hiding the price or being dishonest has the opposite effect.

It won’t work for me

The objection of scepticism.

The belief that your product or service won’t work for the reader, often stems from a lack of trust or understanding.

To overcome this objection, it’s essential to provide evidence and reassure your audience that your offering is effective and suitable for their specific needs.

In your copy, incorporate statistics, case studies, or testimonials that demonstrate the real-world results your product or service has achieved for others.

Highlight any unique features or benefits that address common pain points or challenges your audience may face.

Use persuasive language to build credibility and instil confidence in your offering.

Again, if you do have control over the product itself, consider offering a guarantee or free trial to allow potential customers to experience the benefits firsthand and without risk.

By addressing the reader’s doubts and providing reassurance, you can overcome this objection and convince them that your product or service is at least worth trying.

I don’t believe you

If your audience doubts the credibility or authenticity of your claims, it’s crucial to establish trust and credibility in your copy.

In your copy, use verifiable facts, statistics, or endorsements from reputable sources to support your claims.

Be transparent and honest about what your product or service can and cannot do.

Avoid hyperbole or exaggerated claims that could undermine your credibility.

Consider incorporating elements of social proof, such as customer testimonials, reviews, or endorsements from industry experts.

Use industry insights, thought leadership articles, blogs, videos – anything that puts a human face on your brand.

Build trust and credibility with your audience in any way possible to overcome this objection because once mistrust begins, it grows like a weed.

I don’t need it

The objection of not needing your product or service often stems from a lack of awareness or understanding of its value.

To overcome this objection, it’s essential to clearly communicate the benefits and advantages of your offering in relation to your audience’s needs and desires.

In your copy, focus on the problem-solving capabilities of your product or service.

Highlight how it addresses specific pain points, fulfils unmet needs, or enhances the quality of life for your audience.

Use the ‘PAS’ framework to evoke emotions and create desire for what you’re offering.

(We recently wrote an article on the PAS framework, which you can read here).

Additionally, consider using storytelling or examples to illustrate the practical applications and real-world benefits of your product or service.

By showing how it can make a positive difference in their lives, you can overcome this objection and convince your audience that they do, in fact, need what you’re offering.

The Absurd Insights view

As copywriters, it’s our responsibility to anticipate and address the objections of our audience head-on.

But many of us – especially beginners in the marketing space – have yet to be exposed to these objections as a theoretical basis of our work.

We believe that they are essential and you should definitely be using them as a framework to craft your copy.

By understanding your audience’s concerns and crafting persuasive copy that effectively counters these objections, you can guide them along the path to making a purchase decision.

By defeating these objections, you increase the likelihood of conversion – which is obviously what we are all looking for.

But please don’t forget the key themes running throughout this article: trust, credibility, and honesty.

Without using these, you won’t succeed in your goals.  

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