5 Basic Objections: Handle Doubts Before They Arise
Here's the truth: Most people don't say "no" outright — they silently hesitate. They click away, ghost your emails, or quietly abandon their carts. Why? Because something doesn't sit right. Not with your offer, but with how they feel about it.
That hesitation usually falls into five core objections. These doubts aren't always verbalized, but they're there. Lurking. Waiting to derail your conversion.
As a copywriter, your job isn't just to sell — it's to **anticipate resistance** and remove it before it gets loud enough to matter. This framework helps you do exactly that: address the five objections that stop people from saying yes, even when they want to.
Think of it like writing counterarguments before your audience even opens their mouth. Objection-handling isn't a bonus — it's essential. Especially at the bottom of the funnel, where clarity and reassurance are more persuasive than hype.
When to Use This Framework
This framework shines when your prospect is **almost there** — they're reading your landing page, opening your emails, comparing plans. They're curious… but cautious. That's your window.
- Landing Pages (BOFU): Especially below the fold, right before the CTA — that's where doubts creep in. Use the objections checklist to preempt resistance.
- Product Comparison Sections: When visitors toggle between "your tool" and "the other one," a well-placed objection counter can nudge them over the fence.
- Email Sequences: In nurture or last-call emails, addressing typical fears ("too expensive", "not for me") builds trust and clears mental friction.
- FAQ Blocks: Instead of boring Q&A, reframe objections into conversational clarity boosters.
If your offer is solid but conversions are soft, chances are these 5 doubts are the silent deal-breakers. Neutralize them here — or deal with them post-bounce.
The 5 Objections and How to Handle Them
Here's the truth: People rarely say "no" out loud — they just click away. These five silent objections are usually the real reason behind a bounce or ghosted cart.
1. "I don't have the time."
They're overwhelmed, juggling too much. Even if your product could help, it feels like another thing on the to-do list.
What to do: Reposition your offer as a time-saver, not a time-sink. Say things like: "Just 10 minutes a day" or "No setup required – ready out of the box."
2. "I don't have the money."
This isn't always about affordability — it's about perceived value. If they don't believe the outcome is worth it, even $10 feels expensive.
What to do: Show ROI or contrast cost vs. opportunity loss: "One missed client costs more than this tool." or "Save $300/month in wasted ad spend."
3. "It won't work for me."
This is fear wrapped in logic. They've tried similar things before and been burned. Now they doubt it'll work in their unique case.
What to do: Use testimonials or micro-case studies featuring relatable users: "If it worked for Emma, a solopreneur with no tech skills…"
4. "I don't believe you."
The trust gap. Big promises trigger skepticism. They're thinking: "Prove it."
What to do: Add real numbers, screenshots, credentials, trust badges, press mentions, or demo walkthroughs. Don't just say — show.
5. "I don't need it."
They don't feel the pain — yet. Or they haven't realized there's a better way. This is often the hardest to flip.
What to do: Agitate the "cost of doing nothing." Use future pacing or hidden problem framing: "Still manually posting to social media? That's 7 hours/week you'll never get back."
Every piece of sales copy you write should preempt at least three of these five. If not, you're leaving conversions on the table.
Example: Objection Handling in Action
Let's say you're promoting an online productivity course for busy freelancers. Here's how you might tackle common objections — without sounding like you're "handling" them.
Objection: "I don't have the time."
Copy: "No long videos, no fluff. Just 10-minute daily lessons you can finish while waiting for coffee to brew."
Objection: "It won't work for me."
Copy: "David, a dad of three with a full-time job, used this system to reclaim 5 hours a week. If he could do it, so can you."
Objection: "I don't have the money."
Copy: "$49 might feel like a cost — until you realize it's less than one hour of lost productivity per week."
Notice: You're not arguing. You're acknowledging. You're reframing. You're showing empathy and clarity — and that builds trust faster than any hype ever could.
Explore Related Copywriting Frameworks
📌 Note on the Origin
The concept of addressing five core objections is commonly cited in sales and copywriting circles, popularized by trainers like Blair Warren and frameworks from direct-response marketers. Variations of this idea have appeared in courses, webinars, and books — though the specific phrasing and ordering may differ.
🧠 Personal Interpretation
This version of the 5 Objections Framework reflects the author's own synthesis and experience. It may differ slightly from what you've learned elsewhere. Feel free to adapt or reinterpret it to better suit your offer, audience, and voice — frameworks work best when they're made your own.
Tips & Pitfalls
- Don't assume all objections are equal. Some objections are emotional (like fear or trust), while others are practical. Prioritize based on your audience.
- Avoid being dismissive. Don't brush off objections with "just trust us" logic — address them with respect and proof.
- Use real data and relatable testimonials. Saying "others succeeded" is vague — use specific case studies, numbers, or user quotes.
- Don't cram all objections at once. Spread them throughout your content — FAQ, bullet points, guarantees, or testimonials.
📝 Notes on Framework Origins
The concept of addressing basic objections has been widely used in direct response copywriting and sales for decades. It's often attributed to foundational sales thinkers like Zig Ziglar, Dan Kennedy, and adapted across countless marketing books and training.
⚠️ Interpretation Disclosure
This version of the "5 Basic Objections" framework has been reorganized and explained from the author's personal perspective, based on hands-on experience. You may find variations in other sources — feel free to adapt it to your unique voice and offer.
