In other words, people are looking for information that confirms they're making the right choice.


So even if they add a product to their shopping cart, their brains are still asking a bunch of What if questions like:

- What if they send me cheap crap from Ali Express?
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- What if this website isn't legit and I'm just being scammed by some random dude in Russia?
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- What if I give them my credit card details and they're stolen because... this website isn't safe enough and one day it might get hacked by the Chinese Mafia?
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- What if my package gets lost between somewhere and nowhere?

‍That’s why a good trick to win over skeptics and their fears is to handle the #1 objection right there, in your headline. Acknowledge what's stopping them from using your product, then give it a positive spin.
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