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"I Object"

If you have been in business for a hot minute you will be painfully familiar with the word "no." It also happens to be my kid's favorite word.

There's something to it.

Psychologically we are pre-wired for 'no'. We don't want to change, we don't want to part with our money, we simply don't want to dammit!

Copywriting is the art of making people move despite the no that is constantly running through their minds.

Today I want to talk about what your client objections could be telling you about you and your business.


No really. They are. I mean, no one likes to hear a no, but it sure is useful to know what is going on in people's heads. When I conduct interviews for clients, I always ask the person on the other side what objections came up in their mind before purchase. The responses are wide-ranging.

Some people were worried about what their spouse will think.

Some people were comparing the cost of the thing to the cost of other similar things.

("I also wanted to buy a Dyson" was one of my faves)

Some people were not sure if this was even going to make a dent in their problem.

The objections seem specific each time, but they in-fact fall into one of four buckets:

need, urgency, trust, and money.

That's it.

Do I actually need a copywriter? (how do I tell)

Is now the right time? (why not later)

Can I trust this person (they all sound the same)

It's pricey. (and I've got a messy relationship with $)

Apply the same to your biz and you will start seeing patterns, which is awesome. Why?

Because you can use those objections and address them head on- either on your sales calls or in your sales assets- like sales pages, emails etc...

You have no idea how relieved people are to have you name the objection before they are put in the awkward position of bringing it up. Not only that but they feel seen. Remember- people WANT to buy. It's your job (our job) to vanquish the natural objections that come up in the buying process.

An aside stage left: One objection that I'd like to bring up here that is not on the list is chemistry or vibe. In my experience with one-on-one services, there is an energetic exchange that is in play. If I am not vibing with the person in front of me I am more likely to escalate my objections even if price, trust solid. By the same token, I am willing to take a shot on someone and look past objections if I can sense an amazing work chemistry.

Don't discount this.

I know firsthand that I do better work for people I like. It may sound unprofessional, but it is a very human thing that you can't override.


Objections call also tell you something about the structure of your business. Let's use price objections as an example as they tend to be most common.

If you are consistently getting price objections on your offers, the natural tendency is to consider lowering those prices. Makes sense right? Well...not necessarily- it could also mean that you are marketing to the wrong people.

The truth is that price is subjective. People pay 2K for a coaching package, but some people pay 25K for similar coaching packages. It's annoying but the truth is it's all about how you position yourself. Pricing is subjective.

The lower we price, the lower the perceived value of what we are selling, plus we attract price-conscious shoppers.

The higher we price, the higher the perceived value and the more we attract people who think of themselves as successful and discerning.

Crazy but true.

So if you are getting price objections, raising your prices proudly can be more effective than lowering them.

Objections are very telling things. It will serve you well in your messaging, in your marketing, and your business if you start paying close attention to all the 'no' in your business. I know they sting and we tend to try to move on from the ASAP, but they are damn useful data points.




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