When a customer makes a first purchase, especially from a new or unfamiliar brand, it’s completely normal for them to feel doubt. Will this actually work? Is it worth the money? What if I regret it?
Most brands ignore this hesitation.. or worse, try to bulldoze over it with hype. But the smarter move is to acknowledge the doubt head-on. When you name the hesitation, you remove its power. You make the customer feel understood, and that builds trust.
Why it works:
- Makes the customer feel seen and validated
- Reduces resistance and defuses objections upfront
- Builds relatability and credibility instead of over-selling
Real Example: Wild Deodorant
Wild, the natural deodorant brand, does this brilliantly in their welcome emails. They say:
“Not sure natural deodorant is for you? You’re not alone. Most of our customers were skeptical too. But now they’re obsessed.”
That one line does more than any flashy marketing copy. It acknowledges a very real and common concern, and flips it into social proof.
By showing that doubt is part of the process, Wild meets customers where they are. They don’t dismiss the hesitation, they embrace it, and use it to build loyalty.
You Can Steal This Copy:
Most of our customers had the same question you’re probably asking:
“Will this actually work?”
Totally fair. Most were skeptical too, but now they don’t go a day without it.
Steal our Onboarding hackshere!
