Don’t Forget The Risk

There are two important jobs in marketing:

📈 Increasing desire

📉 Reducing perceived risk

As Matthew Reeves shared in a recent post, “we rarely focus on the risk - and that's a mistake.”

“We hope that by glossing over the perceived risks, buyers won't think of them.”

Studies show that 40-60% of purchasing processes end in no decision. That often has to do with the perceived risk being too high.

The Uber for Teens landing page is a great example of how to address and reduce perceived risk. Their copy is 80% risk-addressing.

The takeaway: Don’t avoid the risks. Address them head-on and help buyers buy.

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