2-MINUTE PSYCHOLOGY MASTERCLASS FOR MARKETERS

Summary from the TLDR Marketing newsletter

There are several reasons why prospects don't buy - they can all be boiled down to being afraid of taking risks. A person's current situation might be painful, but it's familiar, and they can avoid possibly making a bad decision on something new. You can address and overcome prospects’ risk aversion with guarantees, free trials, case studies, allowing them to talk with existing clients, and educational content.