Guide
Objection handling content: a short video for each objection your buyers raise
Updated
Objection handling content answers the reasons people give for not buying, before they ask. A short video for each objection is one of the most direct ways to do it.
In short
- Objection handling content answers the reasons people give for not buying, before they ask, for example in one short video per objection.
- FAQ pages, case studies and comparison pages are objection handling content too, and videos add your face and voice.
- Your list of objections comes from two weeks of notes on calls and messages that did not lead to a sale.
- Each video says the objection in the buyer's words, admits what is true, explains why, and says who should not buy.
- Objection videos rarely get many views, but they can make sales calls shorter and reduce surprises about price.
Formats for objection handling content
Any content that answers a buyer's doubt before they ask counts. This page is about short videos, one per objection.
Common formats, and what each one is good at
| Format | Best for |
|---|---|
| FAQ page | Answering many small questions in one place |
| Case study | Showing proof that you have done the work before |
| Comparison page | Buyers weighing you against a named alternative |
| Short video per objection | Doubts about price, trust and fit, where your face and tone of voice help |
Format: FAQ page
- Best for
- Answering many small questions in one place
Format: Case study
- Best for
- Showing proof that you have done the work before
Format: Comparison page
- Best for
- Buyers weighing you against a named alternative
Format: Short video per objection
- Best for
- Doubts about price, trust and fit, where your face and tone of voice help
Where to find your objections
Use your own notes, not guesses. For two weeks, write one line after every call, proposal or message that did not lead to a sale.
- Write down what they said and what you think they meant.
- The objection people say out loud is often the polite version, and the real one sits underneath.
- "I need to think about it" often hides a worry about risk. Ask what they would need to know to decide.
- After two weeks you will see which objections keep coming back.
- This list is more useful than one from a keyword tool, because it comes from people who were close to paying you.
This is the whole editor
Highlight a phrase and a clip lands on those exact words. No timeline, no keyframes, no layers.
The nine most common objections
Most service businesses hear some version of these. Check them against your own notes.
Nine objections, and what they can mean
| Objection | What they say | What it can mean |
|---|---|---|
| Price | It costs more than I expected | I am not sure it will be worth it |
| Timing | Not right now | It is not urgent yet, or something else must happen first |
| Trust | How do I know you can do this? | I have not seen proof that you have done this before |
| Doing it myself | I could probably do this myself | I do not know which part is hard |
| Current provider | I already have somebody | Switching sounds like work |
| Someone else decides | I need to talk to my partner | I cannot explain this to somebody else yet |
| Time | How much of my time does this take? | I paid before and still had to do it myself |
| Fit | Do you work with people like me? | None of your examples look like my situation |
| Getting along | What if we do not get along? | I am not sure I will like working with you |
Objection: Price
- What they say
- It costs more than I expected
- What it can mean
- I am not sure it will be worth it
Objection: Timing
- What they say
- Not right now
- What it can mean
- It is not urgent yet, or something else must happen first
Objection: Trust
- What they say
- How do I know you can do this?
- What it can mean
- I have not seen proof that you have done this before
Objection: Doing it myself
- What they say
- I could probably do this myself
- What it can mean
- I do not know which part is hard
Objection: Current provider
- What they say
- I already have somebody
- What it can mean
- Switching sounds like work
Objection: Someone else decides
- What they say
- I need to talk to my partner
- What it can mean
- I cannot explain this to somebody else yet
Objection: Time
- What they say
- How much of my time does this take?
- What it can mean
- I paid before and still had to do it myself
Objection: Fit
- What they say
- Do you work with people like me?
- What it can mean
- None of your examples look like my situation
Objection: Getting along
- What they say
- What if we do not get along?
- What it can mean
- I am not sure I will like working with you
How to answer an objection in a video
Do not argue with the viewer. Follow four steps, in this order.
- Start with the objection in the exact words buyers use, so viewers recognize their own thought.
- Then admit the part that is true, for example that you cost more or that switching takes work.
- Then explain why, with one real case and a number you can stand behind.
- End by saying who should not buy, for example: "If you already have three buyers lined up, you do not need me."
- Aim for about 90 seconds, because under 60 seconds the admission feels rushed.
The four steps of an objection video
Say it in their words
As your first line
Admit what is true
For example, that you cost more or that switching takes work
Explain why
A reason and one real example
Say who should not buy
One honest sentence
An example objection video script
Here are the four steps written out for a real estate agent and the commission objection. Swap in your own objection and numbers.
- "'Your commission is a lot for what you do.' I hear that a lot, so let's talk about it."
- "It's true that I cost more than selling on your own, and some homes do sell without an agent."
- "Here is what I do for that fee: [one real sale of yours, with a number you can prove]."
- "If you already have a buyer lined up and know the paperwork, you probably do not need me."
- "If you are not sure, message me your address and I will tell you honestly what I would do."
Where to use objection videos
Objections change slowly, so each video keeps working for months.
- Pin the two or three objections you hear most to your profile.
- Send the matching video to a prospect before a first meeting.
- Attach one to your follow-up message after a proposal.
- Put them on the questions page of your website.
- Use them as ads, because they start from a real doubt. Refilm the first line for people who have never seen you.
How to tell if objection videos work
These videos speak to people who are already considering you, so views are the wrong measure.
- Check each video once a year, and refilm it if a price, a number or a market fact in it has changed.
- Keep posting your usual videos too, because objection videos rarely reach new people.
What to measure
| Measure | Useful? |
|---|---|
| Replies and messages | Yes |
| Length of your sales calls | Yes, they should get shorter |
| People who already know the price when they call | Yes |
| Views and reach | No, these videos rarely travel far |
Measure: Replies and messages
- Useful?
- Yes
Measure: Length of your sales calls
- Useful?
- Yes, they should get shorter
Measure: People who already know the price when they call
- Useful?
- Yes
Measure: Views and reach
- Useful?
- No, these videos rarely travel far
Objection videos for coaches and real estate agents
The same four steps work for both. Only the words change.
- Coaches are most convincing when they admit what is true.
- Agents are most convincing with numbers from their own sales.
Same objections, different words
| Objection | A coach hears | A real estate agent hears |
|---|---|---|
| Price | "It is expensive" | "Your commission is a lot for what you do" |
| Doing it myself | "I could just read the books" | "I could sell it myself" |
| Someone else | "I need to talk to my partner" | "My brother-in-law has a license" |
Objection: Price
- A coach hears
- "It is expensive"
- A real estate agent hears
- "Your commission is a lot for what you do"
Objection: Doing it myself
- A coach hears
- "I could just read the books"
- A real estate agent hears
- "I could sell it myself"
Objection: Someone else
- A coach hears
- "I need to talk to my partner"
- A real estate agent hears
- "My brother-in-law has a license"
Where Cutroom fits
You can film four objection videos in one session of about ten minutes. Cutroom does the editing.
- You upload one clip of yourself talking, up to 3 minutes long, and get a finished 9:16 video back in about a minute.
- It transcribes the clip, writes a hook, and adds b-roll and captions in one of 40 caption styles. On the Punch and Native styles, it also shortens the pauses.
- You change the video by editing the transcript, not a timeline.
- A 90-second objection video costs 130 credits: 100 to edit, plus 20 per minute of export.
- Your first video is free, with no card, and you have 7 days to make it. It carries a Cutroom mark; Lite at $19.99 a month removes it.
- If you post only now and then, your phone and the posting app's captions are enough.
Questions people ask
- What is objection handling content?
- It is content that answers the reasons people give for not buying, before they ask. FAQ pages, case studies and comparison pages all count. A short video per objection is one of the most direct formats: the objection in the buyer's words, what is true, why, and who should not buy.
- How many objection videos do I need?
- Start with the three to five objections you hear most. Add a new video when a new doubt comes up twice in two weeks, and refilm any video whose facts have changed.
- How long should an objection video be?
- About 90 seconds. That is enough for the four steps. Under 60 seconds, the admission of what is true feels rushed, and that admission is what makes the rest believable.
- Should I name the price objection directly?
- Yes, in the buyer's own words, as the first line. Softening it into a question about value is a common mistake, because viewers no longer recognize their own thought and stop watching.
- Do objection videos get many views?
- Usually not, and that is fine. They speak to people already weighing you up. Judge them on replies, shorter sales calls and fewer surprises about price.
- Can I use an objection video as an ad?
- Yes, and it is often a strong ad, because it starts from a doubt a real buyer said out loud. Refilm the first line for people who have never seen you, and name the problem in it.
Film one answer for each objection and get each one back as a finished video. Your first video is free.