Welcome back to Marketing Qualified! Here’s what we’re talking about this week:
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Why your price isn’t the problem. It’s all about your Use-to-Risk Ratio.
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Anti-testimonials. Try this clever reframe.
💡 Why your price isn’t the problem.
If you’re struggling with conversions, it’s easy to blame price.
But the truth is…
Most B2B buyers aren’t scared of high prices. They’re scared of low usage and high regret.
That’s why you should frame your marketing around what we like to call the Use-to-Risk Ratio.
The Use-to-Risk Ratio
This is the mental math B2B buyers are doing all the time:
Expected Frequency of Use ÷ Perceived Risk of Regret = Willingness to Buy
If your tool is used daily and feels low-risk, even $20K/year starts to sound reasonable.
If it might sit idle or backfire politically? $200 feels expensive.
How to improve your ratio
If you want to increase willingness to buy, try these methods:
1) Show high frequency
Don’t just say “great reporting.”
Say:
“Every Monday morning, 100+ marketing teams use this to prep for exec meetings.”
2) De-risk the outcome
Show how teams like theirs actually succeed.
Peer reviews > polished testimonials.
Onboarding walkthroughs > vague case studies.
3) Bundle for habit
Frame offers around routines:
“Your monthly GTM Review Toolkit” > “One-time planning template.”
4) Write regret-proof CTAs
Not “See if it’s a fit.”
Try:
“Set it up today. Cancel anytime.”
Or
“Join 300+ growth leads like you.”
📰 In the news this week.
🤝 What affiliate marketing can actually do.
🤖 How AI is creeping into our personal lives.
📰 The rise of influencers as news providers.
⏳ Trump grants TikTok another 90-day lifeline.
👂 Reddit unveils social listening tool and conversation add-ons.
🙅♀️ Anti-testimonials.
We saw a great ad out in the wild this week:
What’s the brilliant part? “Not a ClickUp customer”
We call this an anti-testimonial.
They didn’t quote a happy user.
They quoted someone who should be a user.
It breaks through the noise of every other company’s generic testimonial-style ads.
Next time you’re using a testimonial, try this reframe.
😂 Marketing meme of the week.
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