"This offer is good but can you guarantee it."
Why write a guarantee for your product or service? It reduces the risk in the eyes of your customers, enough to turn a cynical customer into a convinced customer.
So, what makes a good guarantee? Besides the obvious, "I guarantee it," strong guarantees include elements that not only ease the customers' fears but also reinforce your offer. Before you put your guarantee in writing, here are some tips to keep in mind.
* Emphasize the benefit in each guarantee. Say you're selling an energy supplement. Write a statement saying, "If you're not drinking less coffee, skipping down the street, or simply more energetic after thirty days, just ask for your money back."
* Offer objects other than money. If you simply can't afford to return your customers' money or hesitant to offer that type of guarantee, offer to correct the problem at no additional charge. Send them another product. Contribute to the charity of their choice, in their name of course. Use your imagination and think of ways you can ease your customer's fears.
* I'm sure you've heard of the 30-day guarantee. Have you ever considered giving a 60-day, 90-day, or even a 1-year guarantee? When you offer longer terms, you take on more risk. When you take on more risk, your guarantee becomes stronger. A strong guarantee = Confident buyers.
* After you've finished laying out your guarantee, don't forget to restate your main offer. This is also a great place to include write another call-to-action phase. Ask for their business right after you've dissolved their reluctance.
Now, let's think about what type of guarantee should you have. Before you decide which guarantee is right for you, think like your customer. Why aren't they buying? Are they worried about price? Afraid the product isn't exactly what they're looking for? Afraid the project won't be completed on time?
Guarantees fall into five very overlapping categories:
1. The Money-back guarantee ? This ensures that you customers won't waste their time or money. It also protects customers if the product breaks or fails. You can also offer a prorated money back guarantee after the originally guarantee's terms have lapsed.
2. The Satisfaction guarantee ? This ensures that your customer will be and remain happy with your service or product. This promises your customer happiness with the benefits your services.
3. Price protection guarantee ? This can either lock in the price, ensuring the price and payment terms won't change or increase -- think life insurance. Alternatively, ensure that they won't find a lower price ? think office supply superstores.
4. On-time guarantee ? This helps subdue the fears in time-crunched patrons. Businesses like printers, car repair shops, and cable companies could benefit from this type of guarantee.
5. Absolutely No Question Asked guarantee ? This can be applied towards anything. A major problem: You'll probably never learn your weak spots, if you never have the opportunity to ask questions.
Include a guarantee in your next copywriting project. Whether you're writing web copy, a brochure, or a sales letter, a strong guarantee will dissolve your customers' reluctance and help spur sales. I guarantee it.
Vanessa Selene Williams is an independent writer for businesses and corporation. To learn more about her, visit her online at http://corporate.vswilliams.com or email her at info@vswilliams.com
IntroductionMany businesses and organisations have a perception that marketing means... Read More
A few decades ago, in the early days of automatic... Read More
Stuart from Colorado had talked to a number of marketing... Read More
I knew this one would get your attention. How can... Read More
If you pick up a copy of the November 2003... Read More
Over the past 30 years, direct mail has been responsible... Read More
According to military historian David Chandler the campaigns of Napoleon... Read More
As an entrepreneur involved in selling and/or promotion... Read More
Many businesses today overlook the importance of business cards as... Read More
Recently, a client asked what he could do to help... Read More
Every business person who has any kind of product or... Read More
Business cards are such wonderfully creative little marketing products. Most... Read More
One particularly hot south Texas day, I was making a... Read More
I don't know about you, but I secretly love watching... Read More
Looking for the magic formula or the whiz-bang approach that... Read More
While success with any internet marketing program falls on the... Read More
With the advent of spring, trade shows begin to blossom.... Read More
Its become fashionable to bash marketing "gurus" nowadays.There are some... Read More
One of the hardest things for you to do as... Read More
Alright you've got yourself a nice website with a great... Read More
Want to know the simple way to get all the... Read More
More And MoreIt was notable that when I started my... Read More
Perhaps, with apologies to Dale Carnegie, we should call this... Read More
In my experience, there are two kinds of small business... Read More
The challenge in business-to-business direct mail is knowing where to... Read More
John's a freelance photographer in Ohio who called to tell... Read More
I have been designing Yellow Page ads for the past... Read More
In virtually any business first impressions are lasting impressions. Most... Read More
Listing names of Big Mail Requestors, and sending out packages... Read More
If you're doing any sort of marketing effort, whether it's... Read More
Narrowing your focus to one primary group of people is... Read More
Do sales come from your ezine regularly? How many well-written... Read More
I Hate Cold CallsLong before I started my business, I... Read More
So you started a business. How's it going? Did you... Read More
Three seconds. That's what you have to convey your message.... Read More
Here are some marketing mistakes that take a heavy toll... Read More
A business card makes a statement about who you are... Read More
If recreating the old experience of subscribing to magazines by... Read More
Are your direct mail response rates lower than you expect?... Read More
This is an excellent way to grow your business using... Read More
Regardless of how many forms of promotional material you create,... Read More
1. Personal Unlike an advertisement in a trade publication, which... Read More
Two years ago, when I first started selling online, I... Read More
In just one month three California vineyards have introduced new... Read More
In direct mail, the offer is the incentive or reward... Read More
What's black and white and read all over? A newsletter... Read More
The Logo: a little historyLogotype, commonly know as a logo,... Read More
What You Say, Who You Say It To, How you... Read More
I'm always amazed that people would spend months to develop... Read More
I vaguely remember a particular story from my childhood. It... Read More
So you've invested more time than you ever believed possible... Read More
Say it with a post card. A well designed, colorful,... Read More
Doctors do it, hair dressers do it, and salespeople can... Read More
1. It costs less to delegate to a professional than... Read More
You want to be more flexible? You have to stretch... Read More
Today's business environment has changed dramatically over the past 10... Read More
Effective customer newsletters find the right mix of promotional and... Read More
Why cutting your prices is like cutting your own... Read More
Advertising on the radio can be an effective lead generation... Read More
The other day I received an e-mail from an internet... Read More
Trade shows are part of the marketing mix and the... Read More
Some people are happy with just a business card. For... Read More
Marketing successfully requires not only insight into how a product... Read More
Benefits, that's what!Whether you're selling in print or in person,... Read More
Owning a small business isn't easy, especially if you are... Read More
5000 B.C. -- somewhere near a cave in MontanaOg the... Read More
Marketing |