# Sell relief from a specific, escalating, dated risk

- Category: business
- Author: Mircea (https://indie.md/people/mircea/)
- Source: https://indie.md/journeys/mircea-renzi/
- Canonical URL: https://indie.md/advice/sell-relief-from-the-deadline/

Renzi's buyers are not shopping for software, they are afraid of ANAF, and the product sells relief from that fear. A specific, escalating, time-bound risk (a tax deadline with growing penalties and a tax authority that now sees your bank and your Airbnb income) is one of the strongest reasons a person ever buys anything. When your product removes a concrete, dated consequence, make that consequence the center of the pitch. People act on a clear, looming risk far faster than on a list of conveniences, and the more real and imminent the risk, the smaller the price feels.