hit by pitch-need ruling

Greg:
I had one those obvious HBP Sunday in a Sr league city championship game. The guy stood there and watched it hit him in the shoulder. I called the dead ball added a ball to count and put him back in the box. He scratched his head and said" but I got hit by the ball." I told him yes I know but you didn't avoid. After the inning the coach came by and muttered something about I only thought that was on curve balls.