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Don’t Forget The Risk

Don’t Forget The Risk

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Address risk to empower buying decisions.

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.


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The Bundled Tier 1 Launch — Canva’s Magic Studio

All your AI tools in one powerful launch.

Launches

Enablement

Example

The Bundled Tier 1 Launch — Canva’s Magic Studio

All your AI tools in one powerful launch.

Launches

Enablement

Example

Intercom’s New Billboard

Clarity over cleverness for impactful messaging.

Positioning & Messaging

Enablement

Example

Intercom’s New Billboard

Clarity over cleverness for impactful messaging.

Positioning & Messaging

Enablement

Example

PassionFroot - Mark your Calendars

Tease your audience for a big reveal.

Launches

Enablement

Example

PassionFroot - Mark your Calendars

Tease your audience for a big reveal.

Launches

Enablement

Example

Klue Shows Buyers Why The Truth Hurts

Unlocking insights through win-loss analysis.

Positioning & Messaging

Enablement

Example

Klue Shows Buyers Why The Truth Hurts

Unlocking insights through win-loss analysis.

Positioning & Messaging

Enablement

Example

Making You AND Your Customers Look Good

Elevate your brand with powerful social proof.

Customer Evidence

Enablement

Example

Making You AND Your Customers Look Good

Elevate your brand with powerful social proof.

Customer Evidence

Enablement

Example

From Drab to Fab With Just One Tab

Transform your website design effortlessly with animation.

Launches

Enablement

Example

From Drab to Fab With Just One Tab

Transform your website design effortlessly with animation.

Launches

Enablement

Example

Risky Business: Maven’s Discounting Strategy

Discount smartly to drive urgency and trust.

Pricing & Packaging

Enablement

Example

Risky Business: Maven’s Discounting Strategy

Discount smartly to drive urgency and trust.

Pricing & Packaging

Enablement

Example

How to Build in Public — Sparktoro

Build transparency and trust with public insights.

Product Demos

Enablement

Example

How to Build in Public — Sparktoro

Build transparency and trust with public insights.

Product Demos

Enablement

Example

Marketing The Problem

Market the problem, then offer the solution.

Positioning & Messaging

Enablement

Example

Marketing The Problem

Market the problem, then offer the solution.

Positioning & Messaging

Enablement

Example

Clear Segmentation in Action

Empower startups with free Notion tools today.

Segmentation & Targeting

Enablement

Example

Clear Segmentation in Action

Empower startups with free Notion tools today.

Segmentation & Targeting

Enablement

Example

RX Bars Show Features Matter

Features that sell: clarity in every bite.

Positioning & Messaging

Enablement

Example

RX Bars Show Features Matter

Features that sell: clarity in every bite.

Positioning & Messaging

Enablement

Example

Whiteboard Positioning

Clear positioning with simple visuals.

Positioning & Messaging

Enablement

Example

Whiteboard Positioning

Clear positioning with simple visuals.

Positioning & Messaging

Enablement

Example

Minimal Product Animations

Balance real UI with impactful animations.

Product Demos

Enablement

Example

Minimal Product Animations

Balance real UI with impactful animations.

Product Demos

Enablement

Example

Give Problems a Name - Figma’s New (Unofficial) Work Glossary

Name your problems to tackle them effectively.

Positioning & Messaging

Enablement

Example

Give Problems a Name - Figma’s New (Unofficial) Work Glossary

Name your problems to tackle them effectively.

Positioning & Messaging

Enablement

Example

Founder Led Storytelling in Action

Founder stories that solve real customer problems.

Customer Evidence

Enablement

Example

Founder Led Storytelling in Action

Founder stories that solve real customer problems.

Customer Evidence

Enablement

Example

Making the Most of Competitor’s Blunder

Seize the moment when competitors stumble.

Competitive

Enablement

Example

Making the Most of Competitor’s Blunder

Seize the moment when competitors stumble.

Competitive

Enablement

Example

The Best Explainers Take You on a Journey

Transforming product journeys into compelling stories

Product Demos

Enablement

Example

The Best Explainers Take You on a Journey

Transforming product journeys into compelling stories

Product Demos

Enablement

Example

Microsoft's Copilot Adoption Kit

Empower buyers with Microsoft's Copilot adoption kit.

Revenue Enablement

Enablement

Example

Microsoft's Copilot Adoption Kit

Empower buyers with Microsoft's Copilot adoption kit.

Revenue Enablement

Enablement

Example

Shout out to the Dev team

Give credit where it's due.

Launches

Enablement

Example

Shout out to the Dev team

Give credit where it's due.

Launches

Enablement

Example

Campaign Example

Make colon cancer screening simple and approachable.

Product Demos

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Example

Campaign Example

Make colon cancer screening simple and approachable.

Product Demos

Enablement

Example

Feastables Takes on Hershey

Take on the chocolate giants with Feastables.

Competitive

Enablement

Example

Feastables Takes on Hershey

Take on the chocolate giants with Feastables.

Competitive

Enablement

Example

Clear Competitive Positioning

Challenge the leaders with innovative solutions.

Competitive

Enablement

Example

Clear Competitive Positioning

Challenge the leaders with innovative solutions.

Competitive

Enablement

Example

THREE Incredible Features - One Launch

Transform your audio experience with Capsule's launch.

Launches

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Example

THREE Incredible Features - One Launch

Transform your audio experience with Capsule's launch.

Launches

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Example

An Inclusive Launch

Fashion that fits every body type.

Launches

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Example

An Inclusive Launch

Fashion that fits every body type.

Launches

Enablement

Example

Positioning, Messaging and Copywriting Nirvana

Invest smarter, not harder with Wealthsimple.

Positioning & Messaging

Enablement

Example

Positioning, Messaging and Copywriting Nirvana

Invest smarter, not harder with Wealthsimple.

Positioning & Messaging

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Example

Shopify’s Starter Plan Pricing Experiment

Experimenting with pricing to boost market share.

Pricing & Packaging

Enablement

Example

Shopify’s Starter Plan Pricing Experiment

Experimenting with pricing to boost market share.

Pricing & Packaging

Enablement

Example

Notion's Before and After Action

Revitalize your comments for better engagement.

Launches

Enablement

Example

Notion's Before and After Action

Revitalize your comments for better engagement.

Launches

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Example

A Simple But Effective Demo

Clear demos that highlight key features fast

Product Demos

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Example

A Simple But Effective Demo

Clear demos that highlight key features fast

Product Demos

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Example

It’s All About the Small Details

Celebrate the small wins for big customer love

Positioning & Messaging

Enablement

Example

It’s All About the Small Details

Celebrate the small wins for big customer love

Positioning & Messaging

Enablement

Example

Ramp’s Launch Narrative Has Wings

Genuine storytelling for a game-changing launch.

Launches

Enablement

Example

Ramp’s Launch Narrative Has Wings

Genuine storytelling for a game-changing launch.

Launches

Enablement

Example

Case Studies That Give Buyers Confidence

Build buyer trust with clear case studies

Customer Evidence

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Example

Case Studies That Give Buyers Confidence

Build buyer trust with clear case studies

Customer Evidence

Enablement

Example

Jason Fried Gives an Imperfect Demo

Demos in progress spark excitement and feedback.

Product Demos

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Example

Jason Fried Gives an Imperfect Demo

Demos in progress spark excitement and feedback.

Product Demos

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Example

Capsule’s Auto Frame Launch Video

Launch your vision with Capsule's auto frame magic.

Launches

Enablement

Example

Capsule’s Auto Frame Launch Video

Launch your vision with Capsule's auto frame magic.

Launches

Enablement

Example

Leaked Notion All-Hands Footage

Unleash excitement with Notion's leaked all-hands footage.

Launches

Enablement

Example

Leaked Notion All-Hands Footage

Unleash excitement with Notion's leaked all-hands footage.

Launches

Enablement

Example

Figma Slides, Behind the Scenes

Behind the scenes of Figma's innovative launch.

Launches

Enablement

Example

Figma Slides, Behind the Scenes

Behind the scenes of Figma's innovative launch.

Launches

Enablement

Example

Whoop Inserts Their Product Into a Global Conversation

Track your heart rate, seize the moment.

Product Campaigns

Enablement

Example

Whoop Inserts Their Product Into a Global Conversation

Track your heart rate, seize the moment.

Product Campaigns

Enablement

Example

Founder-Driven Storytelling

Celebrate success with authentic storytelling.

Positioning & Messaging

Enablement

Example

Founder-Driven Storytelling

Celebrate success with authentic storytelling.

Positioning & Messaging

Enablement

Example

Buttons are Back

Buttons that redefine your experience.

Positioning & Messaging

Enablement

Example

Buttons are Back

Buttons that redefine your experience.

Positioning & Messaging

Enablement

Example

Founder Show and Tell

Automate your pipeline for seamless tracking.

Buyer Enablement

Enablement

Example

Founder Show and Tell

Automate your pipeline for seamless tracking.

Buyer Enablement

Enablement

Example

Marketing What’s on the Shelf

Unlock hidden features that boost user engagement

Buyer Enablement

Campaigns

Example

Marketing What’s on the Shelf

Unlock hidden features that boost user engagement

Buyer Enablement

Campaigns

Example

Building Early Access Hype

Hype your launch, fill spots in a day.

Launches

Campaigns

Example

Building Early Access Hype

Hype your launch, fill spots in a day.

Launches

Campaigns

Example

Have a POV on the Problem

Own your problem, own your success.

Positioning & Messaging

Enablement

Example

Have a POV on the Problem

Own your problem, own your success.

Positioning & Messaging

Enablement

Example

A+ Founder Launch Post

Launch with impact: storytelling meets product clarity.

Launches

Campaigns

Example

A+ Founder Launch Post

Launch with impact: storytelling meets product clarity.

Launches

Campaigns

Example

Book Launch Social Proof

Boost credibility with influential voices.

Customer Evidence

Enablement

Example

Book Launch Social Proof

Boost credibility with influential voices.

Customer Evidence

Enablement

Example

Pulling back the curtain

Build in public for powerful marketing impact

Launches

Enablement

Example

Pulling back the curtain

Build in public for powerful marketing impact

Launches

Enablement

Example

Making noise on LinkedIn 🤞

Launch your product with impact and storytelling.

Launches

Enablement

Example

Making noise on LinkedIn 🤞

Launch your product with impact and storytelling.

Launches

Enablement

Example

No Fluff “How-To’s”

Showcase your product's value with practical steps.

Positioning & Messaging

Campaigns

Example

No Fluff “How-To’s”

Showcase your product's value with practical steps.

Positioning & Messaging

Campaigns

Example

Competitive Positioning Masterclass

Master the art of competitive positioning with Keyplay.

Competitive

Enablement

Example

Competitive Positioning Masterclass

Master the art of competitive positioning with Keyplay.

Competitive

Enablement

Example

Public Objection Handling

Address objections by showcasing product benefits.

Positioning & Messaging

Enablement

Example

Public Objection Handling

Address objections by showcasing product benefits.

Positioning & Messaging

Enablement

Example

Bye, Bye Seat-Based Pricing

Transforming pricing for better customer experiences

Pricing & Packaging

Enablement

Example

Bye, Bye Seat-Based Pricing

Transforming pricing for better customer experiences

Pricing & Packaging

Enablement

Example

Wealthsimple’s Decade in Review

Reflecting on a decade of innovation and growth

Positioning & Messaging

Enablement

Example

Wealthsimple’s Decade in Review

Reflecting on a decade of innovation and growth

Positioning & Messaging

Enablement

Example

Strong Founder Positioning

Positioning that drives results and solves problems.

Positioning & Messaging

Enablement

Example

Strong Founder Positioning

Positioning that drives results and solves problems.

Positioning & Messaging

Enablement

Example

Punching Up

Disrupting document sharing with speed and simplicity.

Positioning & Messaging

Enablement

Example

Punching Up

Disrupting document sharing with speed and simplicity.

Positioning & Messaging

Enablement

Example

Movement as Medicine

Movement is the path to better health.

Positioning & Messaging

Campaigns

Example

Movement as Medicine

Movement is the path to better health.

Positioning & Messaging

Campaigns

Example

The TCO of a Mac?

Apple proves value with total cost of ownership.

Positioning & Messaging

Campaigns

Example

The TCO of a Mac?

Apple proves value with total cost of ownership.

Positioning & Messaging

Campaigns

Example

Make a Weakness Your Advantage

Turn weaknesses into your unique strength.

Positioning & Messaging

Enablement

Example

Make a Weakness Your Advantage

Turn weaknesses into your unique strength.

Positioning & Messaging

Enablement

Example

How to Help Buyers Unlearn

Help buyers break free from old habits.

Product Demos

Enablement

Example

How to Help Buyers Unlearn

Help buyers break free from old habits.

Product Demos

Enablement

Example

Market Like an Influencer

Market features like an influencer, not a company.

Product Demos

Campaigns

Example

Market Like an Influencer

Market features like an influencer, not a company.

Product Demos

Campaigns

Example

How to Stop the Scroll

Stop scrolling with clear, catchy messaging.

Positioning & Messaging

Enablement

Example

How to Stop the Scroll

Stop scrolling with clear, catchy messaging.

Positioning & Messaging

Enablement

Example

Klue’s Narrative Takes The Big Screen

Engaging storytelling meets CI solutions in Klueless.

Product Campaigns

Enablement

Example

Klue’s Narrative Takes The Big Screen

Engaging storytelling meets CI solutions in Klueless.

Product Campaigns

Enablement

Example

Use Case Fire Drill

Transform chaos into clarity for new CFOs.

Use Cases

Enablement

Example

Gather Round, It's Founder Storytime

Transform pain into progress with founder storytelling.

Positioning & Messaging

Enablement

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