The sketchy iPhone store that taught me branding

A few months ago, I was hunting for a secondhand iPhone.

Not for me — for my dad, who thinks “reels” are something you fix on a broken chair.

Anyway.

I found this website. Looked super cool. Slick UI. Awesome deals. Ultra-Fast delivery.

Too good to be true.

So I opened another tab and Googled the site.
Zero reviews.
No social presence.
Their “About Us” page had stock photos from 2008 and an article about them that read like a college assignment.

And I bounced.
Not because they were a scam.
But because they felt like one.

That’s perceived risk.

Perceived risk is the silent killer of good businesses. It has nothing to do with reality.

Your product can be Your product can be mind blowing..
Your value-prop could be a steal.
But if it feels risky?

One-Click. Gone.

Most customers don’t say “no.”
They just disappear.

We like to think people choose based on logic. But they don’t. They choose based on safety.

"Will I regret this?"
"Will I look stupid?"
"Is this legit?"

When the answer is unclear, they back away — even if you’re the smartest bet.

And the worst part?
You won’t even know it happened.

So how do you reduce perceived risk? Here’s what’s worked for me and the brands I’ve helped:

Show proof: Reviews, testimonials, before/afters — make trust visible.
Simplify your messaging: Confusion = friction = doubt.
Highlight credibility: Awards, client names, media features.
Look sharp: Outdated design screams “we don’t care.”
Set up safety nets: Refunds, trials, guarantees.

People don’t need more information. They need more certainty.

Customers aren’t scared of opening their wallets.
They’re scared of making a mistake.

Make it feel safe to choose you — and you’ll lock in the right leads without a fight.

P.S. Want a brutal test? Visit your own site like a stranger. If you’d hesitate for even a second, so will your customers. Fix it before your competition thanks you.

P.P.S. If you need help feeling bad about your work, just reply, and I'll be more than happy to point out the mistakes.