3 Copywriting Tips To Overcome Your Prospect’s Fears

Copywriting for lead generation poses special challenges, especially in service businesses.

One reason prospects resist saying yes is, they’re simply afraid. And fear can be a powerful emotion. Most of us have at least one fear — spiders, heights, ladders, darkness, being ridiculed at a social event … the list goes on.

So what are your prospect’s 3 biggest fears?

They have fears around the problem that motivates them to call you. Will they ever find a job they love? Will they be sued and see their life savings go down the drain? Will they find meaningful relationships?

They’re afraid you won’t be the best possible resource for them to solve their problem. Do you have the skills? Are you experienced? Is there someone better out there?

They’re afraid that you’ll be judgmental, difficult to work with, or the wrong personality fit: too frivolous? too serious?

And finally, they’re afraid your solution will require too much work.

One of the biggest challenges of creating an offer is to deliver everything the prospect needs — but not overwhelm them with how much they have to do.

Buyers like to feel they’re lacing up their comfy sneakers, not cramming their feet into pointy stilettos…