Writing Guarantees that Sell

"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

---

The Greatest Business Tips are FREE

The best way for someone to hang on to a... Read More

The Advantage to Buying Promotional Products Online

Buying your promotional products and corporate apparel online provides five... Read More

Packaging Trends You Cannot Overlook (Part #2)

Part #26) Food safety is becoming paramount.What this means to... Read More

Strategic Internet Marketing

I met Sue at a recent networking event. She is... Read More

Meaning and Marketing - The Hurricane

I step outside my back door and look at some... Read More

The Marketing Recipe: Money, Marketing and Me ? 3 Keys For Success

You have a great product or service? Now, how should... Read More

Good Marketing is Like a Bad Habit

You know those bad habits we get. Like raiding the... Read More

How To Be A First Class Marketer?

Did you now how to follow up a new customer... Read More

Direct Mail Offers: Eight Steps to Making them Effective

Every direct mail package you drop in the mail should... Read More

Attracting Clients With Ease

Whether you are already running your own business, or still... Read More

Take the Logo Litmus Test

Here is your C.I.T.T. (pronounced "kit")[Color ? Illustrate? Type ?... Read More

The YOU Factor

I don't mean you, I mean the YOU that is... Read More

How to Put the Profit Producing Power of Couponing to Work for You

Coupons have proven themselves to be highly effective sales tools... Read More

Large One?

Here's a proven, and truly easy way to start increasing... Read More

Guerrilla Marketing in Action

Guerrilla Marketing is using time, energy and imagination to market... Read More

Keep Costs Down and Keep the Marketing Strategy Simple

One of the biggest mistakes we could make as business... Read More

10 Elements Every Direct Mail Piece Should Have

Don't want your direct mail to end up in the... Read More

A Forgotten Marketing Tool ? The Postcard

The postcard can be a very powerful marketing tool. Many... Read More

Your REALTOR® Marketing Plan

The steps to creating an effective marketing plan begin with... Read More

5 Tips to Help You Identify WHO To Market To

If you have your own small business, it's important to... Read More

Trade Show Promotions That Are Memorable

If you have been to expos and trade shows as... Read More

Get Personal: Letters vs. Direct Mail

One of the reasons direct mail works is the personal... Read More

Freebie Seekers? Turn Them Into Clients and Referrers - or Turn them Far, Far Away

Many service business owners these days are "giving away" their... Read More

Web Site Marketing: 10 Little Known Upsell Strategies That Will Magnify Your Profits

What is Upselling?It means pre-selling any additional features of your... Read More

Quick Postcard Design Tips

TIP #1: Avoid the "Too Much Information" Syndrome... Read More

Trade Show Events ? Do?s and Don?ts

You can love it or you can hate it but... Read More

Increase Sales With Travel Incentives

Today's business environment has changed dramatically over the past 10... Read More

How to Market and Protect Your New Ideas

The intellectual property transfer market is now estimated to be... Read More

Improving Lead Generating and Conversation Rates: Think Like a Farmer

John's a freelance photographer in Ohio who called to tell... Read More

Open Doors by Building Relationships

"You can make more friends in two months by becoming... Read More

What You Must Know When Marketing Your Business

Marketing is both an art and a science. Anyone who... Read More

5 Steps for Developing a Marketing Tag Line for Your Product, Business, or Website

A marketing tag line is the one or two line... Read More

Lessons From a Six Year Old

My 6 year old daughter Emily knows exactly what she... Read More