How To Convert Customer Objections Into Your Best Ad Hooks

Your brand is your baby.

When people voice their doubts, the natural impulse is to hide those negative voices.

But if you objectively look at the most frequent negative comments, they are gold.

These are people’s unanswered questions.

It’s what’s stopping them from trying your product.

Capture and Embrace Customer Objections. They Could Be Your Best Ad Hooks

Oats Overnight used this strategy to create an hook that got a lot of customer love.

Hook: “Why is it so expensive?”

They’re thinking it.

So you might as well own it and stand out.

In the classic book “The Adweek Copywriting Handbook” by Joseph Sugarman, he stressed, "The sole purpose of the first sentence in an advertisement is to get you to read the second sentence”.

And what’s more captivating than the question that’s already on their mind?

Oats Overnight addressed the objection by showing their products are not expensive compared to DIYing yourself.

But that’s not the end.

Knowing they had already captured the audience's attention, they used this to extend on other product benefits — that they have 30+ flavors and their products required no prep time.

Jones Road Beauty went viral on TikTok by “getting back” at an influencer who shared negative reviews about their foundation.

Because they used it wrong.

And that led to a steep change in sales.

Don’t shy away from negativity.

Actively look for haters, skeptics, or unanswered questions that might be hiding in the comments and reviews.

Once you’ve pinpointed the most talked about problem, that’s your perfect ad hook!

So, Here's What You Should Do:

• Scroll through comments and reviews
• Make a list of the most common customer objections
• Create content around them
• Use the objections as your ad hooks
• Don't complicate it. Your customers are your best scriptwriters and copywriters.