I’m going to get straight to the point on this one. If a potential client has picked you up and put you back on the shelf (DMed you, filled out your contact form, commented, inquired, or taken any steps towards you), they are a lead—as warm as the little cinnamon bun that just grazed my lips this morning. If they didn’t convert to a sale, it means they had a hesitation or two. Now it’s your job to overcome buyer objections.
When I write a client’s website message- especially on the home page, I spend a lot of time on three key pieces of that message: explaining benefits, reminding people of their pain points, and countering buyer objections.
All three are important to a message with the potential to move a response (you have to move the mind before you’ll drive a potential buyer’s fingers to take action!). But the problem is that most people fail to speak to buyer objections. They spend too much time on benefits and pain points. And I’ll explain the issue with that before we dive into strategies to overcome buyer objections.
When someone gives you a soft “no” or an “I wish I could” or “I’ll think about it,” it might trigger you to restate your benefits. Because, after all, you might think, “If they could hear my solution out one more time, they’ll get my value.”
“Beautiful photos that will hang in your halls and tell your family’s story.”
“Your inbox will be full of inquiries with my scroll-stopping strategies.”
“You’ll have peace of mind that you’re taking care of your financial future by managing your money presently.”
Sell more. Increase your profits. Feel better. Be more confident. Look refreshed. Save money. Live better. Discover health.
Benefits. They are great and necessary parts of your message, because benefits get people to imagine a life or business with more promise and potential. Benefits are wonderful things to lay out for people considering you or someone like you.
But once they’ve considered you, made a touchpoint with you, and stopped shy of conversion, giving them more benefits is the wrong message. In fact, you’re just saying what many others in your industry are saying. The creativity and strategy behind your copy, content, and verbal message got them this far along the customer journey. Still, you’ll need to effectively counter what’s holding them back. This time, we want them to pick you up again and walk you to the register.
You have to give them more to make your offer irresistible.
Onto what not-to-do point numero dos…but only after you’ve enjoyed your Ryan Gosling day break. Psst- it’s actually a reminder to make your offer as irresistable as Noah in The Notebook).
Caught your attention, didn’t I?
I had to move in a little strongly on this point. Here’s why.
Across your platforms, your messaging DOES need to massage some pain points. After all, it’s how you help people initially see that they have a problem.
But after they know they have a problem, pain points aren’t the right content to deliver.
Blasting pain points to people who are beyond awareness and consideration and down the customer journey with you at a possible decision point can feel like rubbing salt in the wound or shaming. Of course, no one would do that intentionally, but perception is reality, right?
Your potential client’s perception and feelings about you are everything.
Just on a general copywriting note, if I can *insert something important* for just a sec—the words that inspire and help your prospect see themselves as a better version of themselves should come through way bolder than the words that remind them of their shortcomings and failures. There is a place on a website or in a post or blog to delve into vulnerabilities and frustrations, but talking more about negative feelings- it’s not how you’re going to overcome buyer objections.
Twist the knife too much, and you’ll kill your prospect’s spirit and your sale. Sometimes, over-agitation does lead to a sale, but I promise you that long-term brand loyalty and the word about you on the streets will suffer.
There is a way, however, to take the idea of pain points to connect further rather than repel. It’s trust, after all, that converts. I want my client to feel me as a let’s-hang-for-happy hour kind of gal and know I’ll clink to them all day rather than a finger-pointing, snappy-fingered lecturing mom. And, we all know how well that worked for us as teens.
Your teetering “maybe” client has already bought into the emotions you put out there (their pain points). At this point, they’re looking for you to bring a little logic to the discussion. Let’s talk straight to familiar ways you’ve heard “maybe.”
This is where you jump in with all the value they’ll gain through the transaction and when the work is completed. Tell them the concrete time, money, or other actual benefits they’ll receive- not the feelings around the benefits. Another effective strategy is letting your potential client tell you the alternative. Ask them, “If you didn’t (fill in the blank), what do you think could happen/what do you worry about?”
There are two parts to this statement you have to really listen to. We generally hear the time argument, but if someone follows it by quantifying “right now,” we have to give the respect that this might not be a client for us right now- but maybe for later. And we need later and pipeline customers, too.
This statement tells me the person is pulled in a million different directions, and your whatever (health program, coaching, lessons) is making them see red- less energy, one more commitment, more time they don’t see they have.
Honesty is the best policy here. You need to be upfront with the time investment required. After all, you want clients ready to commit and not stretched and simply give in to the sale (not a good way to start).
Do, however, help the person future-cast. As humans, we are often very much mentally tethered to what’s right in view. If you can show the person that they’ll gain time, freedom, or energy with you in the long run—show them how they’ll exhale with you by their side—you might get a yes. But if the person genuinely is feeling overwhelmed, don’t push. Ask them what a better time would look like- what commitments would need to ease to make the time right for you. Letting them tell you is powerful. Add them to your warm prospect list and note what they said would be their best time to give you a yes, email them your regular communications, and check in with them from time to time.
First of all, hitting this client objection starts with every part of your customer experience being exceptional—from your website’s design and copy to your social media and emails to how you serve your existing client base. Looking and acting polished and 5-star worthy starts the conversation before you even open your mouth.
The value must be unmistakable. Look, act, and deliver the price you’ve set.
If you hear this objection frequently, this is an opportunity to respond in how you structure your offer. Do you offer payment plans? Have you let them know you’ve had other customers who felt that way and then found out you were the best deal in town (this is why you need testimonials that speak to value- not price but value)? Have you found out what they’re comparing you to? Too expensive compared to what? Have you asked them what it will cost them if they do nothing (obviously, phrase this as it makes sense for your service)?
Never push your prospect, because no one wants to be bullied into a sale. And, you don’t want to look desperate (even if you are- keeping it real). But, do listen and take the “too expensive” objection as a time to deliver lots of value through education and show up with a palatable offer structure.
Everyone wants their lives to be easier. And, if they are going to *maybe* give you their hard-earned dollars, paying for something that sounds like it’s going to complicate life, is counter-logical.
Recently, I made a purchase I regretted. I hired someone to help prep my half-acre yard for my outdoor oasis vision. The job is almost done, but I would have gladly paid more to someone who didn’t complicate communication, scheduling, and their expectations of me. I’ve spent so much time and have had to respond to too many communication channels during my jam-packed days. I felt like I had to take on project management. This company complicated the problem I had.
Assurance and follow-through go a long way in business. Tell your client exactly how you will take charge, make the road to done easy for them, and be Susie-on-the-spot if anything goes sideways. Testimonials help here, too. If they can see social proof of others using words like “easy,” “no-stress,” and “best decision,” their fears will be laid to rest, and they’ll feel good about their “Yes” for you!
Once you know the hurdle for someone to access your services, you can determine if that hill is surmountable or one not to climb (there are ones to respect and walk away from, so use your discernment).
All of the strategies in this blog can help you, but only if you can first employ the best sales strategy—genuinely listening to people, which shows them you care about what’s important to them over making a sale from them. And, in this world, authentic warm fuzzies go a long way in building brand loyalty.
And if you need a partner in copywriting, reach out for a complimentary 30-minute conversation. First, we’ll check in to see what fun we’ve both had this summer, talk about your latest business wins and the vision of where you want to take your clients, and I’ll show you where your words can take down the walls to you. Bring your kombucha to the call, tell me about your work, and let’s inspire one another!
About Geneva Maresma, Tampa-based copywriter and content writer
Geneva Maresma is a speech-language pathologist turned copywriter who loves words, wine, beaches, and cats- but not particularly in that order. As a writer with a behavioral health background, she loves helping businesses develop emotionally intelligent messaging that moves minds and invites audiences into brand stories.
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