If you went into a store, a bookshop, purchased anything from the Internet, bought a service, it's most probable you'd want some sort of 'make-it-better' type of arrangement if the product or service went all belly up, right?
Course you would.
Similarly, if whatever you sell, or are intending to sell, doesn't perform as it's supposed to, you'd most likely replace, refund, or make better the problem product or service. You want to be fair to your customer. Please tell me that's true!
If you don't believe in your product or service enough to guarantee it, why are you putting in out in the marketplace at all?
You see, guaranteeing your product or service, does a few things:
1. It tells your prospects and customers that you believe in what you're selling and are prepared to stand by it, with cash!
2. It reduces the barrier of concern, apprehension and possible distrust that happens in an initial buyer-seller relationship.
3. It tells your immediate competitors that we've a little competitive edge over you, namely, "We've a real quality product and we're backing it to the hilt!"
WHY WOULDN'T A BUSINESS OWNER GIVE A GUARANTEE?
* Their product or service, just isn't good enough. It's hard to stand by a product that's shoddy, weak and inferior...and... just plain doesn't do what it's supposed to do!
* Those business owners/entrepreneurs who have good products or services, but who are emotionally tied to the idea that guaranteeing their stuff, will bring a lot of freeloaders and people who have the try-and-give-back mentality.
* Those who are just hard-as-rock ignorant of any of these salesmanship and marketing strategies that are designed to make the customer a 'fan for life'.
* They just don't know how!
EXAMPLES OF GUARANTEES THAT CAN BE USED/ADAPTED/ADOPTED/APPLIED - FOR ANY BUSINESS OR SERVICE
1. 30-Day Money back guarantee
2. Better than Risk Free, giving 30 days and an extra gift, even if they return the product, service etc.
3. Try it for a YEAR, based on condition that you use the book, manual, food processor, etc, and write a little letter documenting that you used it, and I'll refund your money.
4. This letter is guaranteed. If you feel that I've honestly wasted your time in reading this letter, promotional piece, etc, then I'll give you £5.00, £10.00, £20.00, £50.00, etc, for wasting your time.
Of course, you've got to get your message in front of a qualified group of prospects in order to test the different guarantees.
THE WAY IT'S WRITTEN
The way the guarantee is stated will have a different emotional impact to the receiver. If I was to say, " try it, if not happy, return it for your money back and keep the small gift", it'll get one type of response.
However, if I state it a little differently, something like, " Try it for 30 uninterrupted days. You can thoroughly go through the product. Test it out, see if you like it. See if it gets you the results we promised. If it doesn't do as we say, I insist that you send it back to us immediately, no questions asked. There's no weasel clauses, no hoops for you to jump through, no long documents you have to sign. Nothing. Just package it up and I'll cheerfully, and promptly refund every penny you invested. Not only that, I'll send you a little gift as a thank you for trying me out".
Same guarantee, different result in the mind of the prospect. And that's what effective copywriting is all about.
See what you can guarantee for your product or service?
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.