Overcome price objections with value demonstrations

6.11.2026

The Writers Room

0:00

4:57

Why the hell would I want $15 off my $1,300 Mont Blanc pen? Most marketers lead with a discount, because it’s the easiest way to overcome the objection of price. But why don’t you try more persuasively explaining the value of your product? When I sold watches made out of whiskey barrel wood, I forced customers to think about the 100 years of history & the craftsmen that worked together spanning a century to bring this watch to life. The oak tree had to grow for 80 years. The lumberjack had to cut down the tree. The cooper had to turn it into a barrel. The distiller had to make the whiskey. The rackhouse had to age the whiskey for another couple decades. THEN, and only then, did we get the wood to cut, plane, sand, and seal the wood into a watch… After I told customers that story through copy on our website, they were so relieved that the watch only cost $349 because anything else that took a century to make would cost a lot more. You can do this for your brand too, even if your product isn’t made out of oak trees. There’s a reason a Richard Mille costs $100k. There’s a reason a F150 costs more than a Ford Ranger. There’s a reason eco-friendly, higher quality cotton Q-tips costs more than the cheapest option at CVS. And there’s a reason why a Mont Blanc pen costs $1,300. But if you only talk about your discount, your customers will continue to hesitate at your asking price. Overcome price objections with value demonstrations.