Your prospect hates risk.

This is especially the case with business-to-business marketing where the reputation or career is on the line.

But consumers also hate risk.

Remember, your prospects can’t see you. They can’t see your product or the service you’re selling. They don’t know you personally.

Generating leads and sales requires great trust to overcome the perceived risk; especially when you add natural skepticism into the equation.

You must consciously address the issue of risk (real or imagined) in your copy.

That’s called preemptive copy.

Look at your landing page, direct mail, TV ad, email – all of your marketing.

Have you addressed and overcome the risk your customer and prospect feel?

Are your being preemptive in overcoming their fears, doubts, and skepticism? Increase your response by addressing and overcoming the risk in responding.

If you need help evaluating your copy objectively, call me at (310) 212-5727 or email me at for a free consolation.


Here are the rest of this week’s articles: