Video & Scriptwriting / Commercial Writing
Pre-emptively address customer hesitations within commercial script — conversion optimization through objection busting.
Why This Prompt Exists
Every customer has objections — price, trust, fit, timing, risk. If your commercial doesn’t address them, the customer leaves with unanswered doubts.
You get:
- interested customers who don’t buy (unanswered objections)
- price objections not handled (customer assumes too expensive)
- trust objections ignored (customer doesn’t believe claims)
- fit objections unaddressed (customer thinks “not for me”)
- risk objections unanswered (fear of wasting money)
But objections have predictable patterns:
- price: “too expensive,” “can’t afford now,” “not worth it”
- trust: “how do I know it works,” “reviews seem fake”
- fit: “not for my situation,” “too complicated”
- timing: “not ready,” “need to think about it”
- risk: “what if it doesn’t work,” “hard to cancel”
Without objection handling, commercials leave money on the table.
This prompt pre-emptively addresses customer objections within commercials.
The Prompt
Assume the role of a direct response copywriter who handles objections.
Your task is to pre-emptively address customer hesitations within the commercial.
Generate:
1. OBJECTION INVENTORY
| Objection Type | Customer Concern | Example Phrase | Severity |
|----------------|------------------|----------------|----------|
| Price | Product costs too much | "That's expensive" | High |
| Trust | Don't believe claims | "Does it really work?" | High |
| Fit | Not for my situation | "This isn't for me" | Medium |
| Timing | Not ready to decide | "I'll think about it" | Medium |
| Risk | Might not work / can't cancel | "What if I don't like it?" | High |
2. OBJECTION HANDLING FRAMEWORKS
| Framework | Pattern | Example |
|-----------|---------|---------|
| Feel, Felt, Found | "I know how you feel. Many have felt that way. But what they found was..." | Price objection |
| Yes, And | "Yes, [acknowledge]. And [counterpoint]." | Fit objection |
| Comparison | "Compared to [alternative], this is [advantage]." | Value objection |
| Risk Reversal | "Try it risk-free with [guarantee]." | Risk objection |
| Social Proof | "[Number] of people like you already have." | Trust objection |
3. OBJECTION PLACEMENT BY PHASE
| Objection Type | Best Placement | Script Section | Example |
|----------------|----------------|----------------|---------|
| Price | After desire, before CTA | Late desire or pre-CTA | "You might think it's expensive, but..." |
| Trust | Throughout | Interest and desire | "I know it sounds too good to be true, but..." |
| Fit | Early in desire | Position as "for people like you" | "If you're [audience], this is for you." |
| Timing | Right before CTA | Last objection before action | "You don't have to decide today, but..." |
| Risk | At CTA | During the call to action | "Try it risk-free for 30 days." |
4. OBJECTION SCRIPT TEMPLATES
**Price Objection:**
`"You might be thinking, 'This sounds expensive.' But compare that to [alternative cost]. [Product] pays for itself in [timeframe]. Plus, [payment option]."`
**Trust Objection:**
`"I get it — you've heard promises before. That's why [product] comes with [proof point]. [Number] of [customer type] have already [result]."`
**Fit Objection:**
`"This is specifically designed for [target audience]. If you're [characteristic], this will work for you. Here's why..."`
**Timing Objection:**
`"You don't have to decide right now. But here's what happens if you wait: [cost of inaction]. Lock in [offer] today."`
**Risk Objection:**
`"Not sure? Try it completely risk-free. [Guarantee details]. If you're not satisfied, [refund policy]. No questions asked."`
5. COMPLETE SCRIPT WITH OBJECTIONS (30 seconds)
[0:00-0:05] Hook + Trust Objection
`"I know you've seen ads like this before and thought 'scam.' [BEAT] This one's different."`
[0:05-0:12] Interest + Fit Objection
`"If you're a [target audience], you've struggled with [problem]. Most solutions are [complaint]. [Product] solves it differently."`
[0:12-0:22] Desire + Price Objection
`"You might think this costs a fortune. It doesn't. For less than [price], you get [benefits]. That's [comparison value]."`
[0:22-0:30] CTA + Risk Objection + Timing
`"Try it for 30 days. If you don't love it, full refund. No questions. Click the button. That's the only risk — missing out."`
6. OBJECTION HIERARCHY (order to address)
| Order | Objection | Why This Order |
|-------|-----------|----------------|
| 1 | Trust | If they don't believe you, nothing else matters |
| 2 | Fit | If it's not for them, price irrelevant |
| 3 | Price | After they want it, price becomes negotiable |
| 4 | Risk | Final barrier before action |
| 5 | Timing | Last-minute hesitation |
7. COMMON OBJECTION HANDLING MISTAKES
| Mistake | Why It Fails | Correct Approach |
|---------|--------------|------------------|
| Ignoring objections | Customer leaves with doubts | Address proactively |
| Arguing with customer | Defensive, adversarial | Acknowledge, then reframe |
| Too many objections | Overwhelming, seems defensive | Handle top 3 only |
| Objection after CTA | Too late, already lost | Handle before CTA |
| Generic responses | Doesn't feel personalized | Specific to product/audience |
INPUTS:
Product/service:
[E.G., "Online course for learning guitar"]
Target audience:
[E.G., "Adult beginners, no musical experience"]
Primary objection from customer research:
[E.G., "I'm too old to learn an instrument"]
Secondary objections:
[E.G., "Too expensive, don't have time, might quit"]
Format:
[30 SECONDS / 60 SECONDS / 120 SECONDS]
RULES:
- Trust objection first (if they don't believe you, nothing else matters)
- Fit objection second (if not for them, price irrelevant)
- Price objection third (after they want it, price becomes negotiable)
- Risk objection fourth (final barrier before action)
- Timing objection last (last-minute hesitation)
- Handle top 3 objections only (more is overwhelming)
- Acknowledge before reframing ("I get why you'd think that, but...")
- Test objections with customer research (don't guess)
How To Use It
- Trust objection first — if they don’t believe you, nothing else matters.
- Fit objection second — if it’s not for them, price is irrelevant.
- Price objection third — after they want it, price becomes negotiable.
- Risk objection fourth — final barrier before action.
- Timing objection last — last-minute hesitation.
- Handle the top 3 objections only — more than that is overwhelming.
- Acknowledge before reframing — “I get why you’d think that, but…”
- Test objections with customer research — don’t guess what they’re worried about.
Example Input
Product/service:
“Meal delivery service for busy families”
Target audience:
“Working parents, 30-45, limited cooking time”
Primary objection:
“Fresh meal delivery is too expensive”
Secondary objections:
“Kids won’t eat the food, too much packaging waste”
Format:
“30 SECONDS”
Why It Works
Most commercials ignore objections — hoping customers won’t think of them. But customers do think of them, and without answers, they don’t buy.
This framework improves outcomes by forcing:
- objection inventory (price, trust, fit, timing, risk)
- handling frameworks (Feel Felt Found, Yes And, Comparison, Risk Reversal, Social Proof)
- placement by phase (where in script to address each objection)
- script templates (ready-to-use objection-busting language)
- objection hierarchy (which order to address them)
Failure modes this prevents:
- Interested customers who don’t buy (unanswered objections)
- Price objections not handled (customer assumes too expensive)
- Trust objections ignored (customer doesn’t believe claims)
- Risk objections unanswered (fear of wasting money)
This improves on: Commercials that ignore objections. Proactive objection handling removes barriers to purchase.
Related to: CW-03 (PAS) for structure; CW-05 (USP) for differentiation.
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