The #1 Conversion Killer in Your Copy (and How to Beat It)

What makes people almost buy?
What makes them get most of the way there and then drop out of your shopping cart at the last second?
What makes them stare at your landing page, wanting what you have to offer, and yet, ultimately, close the page and move on to something else?
It turns out there’s a hideous troll hiding under the bridge. Every time you get close to making a sale, the troll springs out and scares your prospect away. Get rid of the troll and your copy will start converting better than it ever has before.
The ugly, smelly, dirty, bad-mannered troll is prospect fear.
And it’s sitting there right now, stinking up your landing page and scaring good customers away.
Fear of wasting money
Remember when you were a kid and you went to that rinky-dink carnival that came through town? After eating all the cotton candy you could manage — and throwing it all back up again on the Tilt-a-Whirl — you checked out something called the midway.
Remember that persuasive fellow who convinced you to spend a whole month’s allowance throwing softballs at those damned milk bottles?
It looked so easy. He showed you exactly how to do it. Toss the softball, knock over the milk bottle, win a cool stuffed animal for a prize. Simple.
You spent quarter after quarter trying to do it yourself.
When all your quarters were gone, you got an inkling. It looked easy, but if you were actually standing at the

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