Kill objections win conversions

Howdy readers 🥰

In this newsletter, you’ll find:

🧐 Pre-Click Objection Engineering: Winning Before the Landing Page Loads

🛒 OpenAI and Shopify Deepen Ties as Checkout and Tag Changes Loom

🏆 Ad of the Day

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🧐 Pre-Click Objection Engineering: Winning Before the Landing Page Loads

Most brands assume objections are handled post-click through FAQs, landing page bullets, or customer support. But in today’s fast-scroll, low-trust environment, if the objection isn’t neutralized inside the ad, it’s already too late.

High-performance creative doesn’t just capture attention. It disarms objections before the viewer even touches the CTA.

Why Pre-Click Objection Handling Works

Every ad triggers micro-resistance in the viewer’s mind.

• “Will this even work for me?”
• “Is this legit or another scam?”
• “How hard is this to use?”
• “Is it worth the price?”

If the creative doesn’t address those doubts visually, narratively, or emotionally, conversion friction stacks fast. The best-performing ads treat objection handling as part of the hook flow, not as an afterthought post-click.

How to Engineer Objection Handling Pre-Click

Step 1: List Primary Objections

Identify the 3–5 top objections your customer has before buying—based on reviews, surveys, or support tickets.

Examples: 

“Too expensive.” 

“Doesn’t work for my [body type, skin type, workflow].” 

“Takes too long to see results.”

Step 2: Map Objections to Creative Elements

Every major objection should be addressed visually or narratively inside the ad.

Examples:

• Price Objection: Insert organic UGC saying: “Honestly thought this would be overpriced—but it’s better than my $300 [competitor].”
• Ease of Use Objection: Show a 5-second B-Roll of a child or older adult using it effortlessly.
• Results Doubt: Overlay a quick “Day 1 ➝ Day 14 ➝ Day 30” visual time-lapse.

Step 3: Objection Layering Inside the Script

Instead of saving objections for mid-ad, bake them early into the structure: Hook ➝ Agitation ➝ Preemptive objection kill ➝ Story ➝ RevealYou want the viewer internally nodding by second 15, not second 50.

Takeaway

The best ads aren’t just persuasive.

They’re invisible arguments, disarming every “but what if…” before it’s ever consciously thought. If your landing page is carrying all the objection weight, you’re already losing. Handle resistance before the click—and the rest of the funnel moves on rails.

🛒 OpenAI and Shopify Deepen Ties as Checkout and Tag Changes Loom

OpenAI is preparing to integrate native shopping into ChatGPT, using Shopify’s checkout infrastructure for seamless in-chat purchases. Meanwhile, Shopify is overhauling its own checkout system, forcing advertisers to migrate Google tracking setups soon. 

The Breakdown:

• ChatGPT to Enable In-Chat Shopping via Shopify - Code leaks reveal ChatGPT is adding a “buy now” system linked directly to Shopify checkouts. Users will be able to complete purchases inside the chat without visiting external sites. 

• Competition Heats Up in In-Chat Commerce - OpenAI’s rollout follows Microsoft’s Copilot Merchant Program and Perplexity’s one-click shopping features. ChatGPT’s shopping integration will likely roll out soon, leveraging system modules already in place.

• Shopify Checkout Changes Demand Urgent Google Tag Migration - Shopify is phasing out older checkout methods like checkout.liquid and additional scripts. All merchants must migrate Google Ads and Analytics tags to the Google & YouTube app before key 2025–26 deadlines. Failure to act risks losing crucial conversion tracking and ad performance data.

• Technical Shifts Could Disrupt Tracking for Unprepared Merchants - Google Tag Manager is no longer supported under the new setup, and Custom Pixels are unreliable. Merchants relying on legacy setups or custom tracking must fully transition to avoid broken reporting. Shopify’s update future-proofs integrations but requires proactive action.

ChatGPT’s shopping feature could reshape digital commerce by merging conversation and transaction in a single flow. Meanwhile, Shopify’s technical changes force merchants to upgrade their tracking stacks, or risk significant data and revenue loss.

🏆 Ad of the Day

What Works:

The three-word sequence "Sit. Spin. Garden." uses minimal cognitive load marketing.

It gives instant clarity without overwhelming the brain, reinforcing ease of use and empowerment. Plus, the ability to spin without standing up plays directly into human desire for comfort. 

Instead of product-only shots, the ad shows the stool in action, connecting immediately to the user's lifestyle. The camera angle, slightly lower and behind the gardener, frames the stool as the "hero" without making it too obvious. 

The earthy, natural color palette (greens, browns, muted reds) resonates with outdoor and gardening audiences, creating instant relevance.

Broader Insights:

This ad sells a lifestyle solution, not just a stool, by combining action-driven language, natural storytelling imagery, and easy-to-process visuals, tapping into the deep consumer needs for comfort, productivity, and joy in outdoor work.

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