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.