“Take a risk on me.”

That’s probably one of the toughest sells out there.

The few people out there with enough confidence and competence to take a risk, probably will take that risk on themselves.

The rest are too motivated by fear and need a ‘sure thing.’   Something proven.  Something they can count on.  Something safe.

What if you’re the first of your kind?  If there are no case studies… no precedence?  How do you get someone to take a risk on you (or with you)?

1. Fear becomes greater than the risk.

Your risk becomes (perceived as) the safe choice.

Setting an appointment with the doctor is a bigger risk (loss of time and some money, discovery of serious health issue) when you just have the sniffles.  When you’re bed-ridden and burning up from fever, the doctor seems much safer than the risk of letting an illness run rampant.

Being in-the-know becomes a lower risk than the time spent watching the reality show or the money spent on an iPhone.

2. Love becomes greater than the risk.

We do plenty of stupid things in the name of love.  We risk embarrassment, heartache, rejection, money, our pride, our reputations… our lives – for love.

But love seems so ethereal.  What can you do to lead customers to love you (your brand, your product)?

Take a risk on them.