The Fear Factor
I just read a great post entitled “The #1 Conversion Killer in Your Copy (And How to Beat It) by Sonia Simone on Copyblogger. Actually, I got to the post from Seth Godin’s blog. The title of his post was very enticing: The troll that hates yes. The blog post was exactly one line. Gotta love it! Thanks, Seth.
Now about the post. I love this post, because it uses vivid imagery of a “hideous troll hiding under the bridge.” According to Sonia, the “ugly, smelly, dirty, bad-mannered troll is prospect fear.” She goes on to to describe the various kinds of fear through various stories that we all can relate to before she goes on tell readers “how to kill the troll.”
It all boils down to trust.
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