Simple Risk Reversal Formula Will Send Your Sales Into Space (2 of 2)

Make A Bold Promise Then Back It Up With An Awesome Guarantee

We finished the last article with a mnemonic...

All these extra sales you're going to make are in the B.A.G.

A Bold Promise backed up with an Awesome Guarantee

So today we'll look at what makes a Bold Promise and the three elements of an Awesome Guarantee!

A bold promise should be something that your customer really desires and which most of your competitors would be too afraid to make. Some people use, "we won't be beaten on price", or "lowest prices guaranteed" but being the best on price is a stupid way to position your service business anyway. So stay away from price-promises and deliver a value-promise instead. A value promise means you can charge more instead of less - leading to higher profits.

Some Sample Bold Promises...

* I will double your orders in less than 12 months

* You will get at least 5 times your investment back

* This book will help you get beach fit in 6 months

* I will remove your ISSUE/PROBLEM/PHOBIA in 1 hour

* We'll deliver XYZ in under 60 minutes

* You'll learn at least 5 things to increase your revenue

Now on to the awesome guarantee. There are three things that make a guarantee awesome...

1. It's Unconditional. There should be no long list of conditions that must be met by the buyer in order to get their money back if you screw up. It should be simple and free of tricks - people should feel 100% confident that you are sincere when they buy.

2. It's Long. Now here's a funny thing - the longer you guarantee something for the lower your return rate. Why? Well if you give a piddly, tiny, guarantee period, people (in an effort to ensure their purchase was good) will spend that time looking for things that might be wrong. If they don't feel time pressure, they'll simply forget to look - after all they have all the time in the world... I recommend at least 30 days - but there's nothing wrong with months or even years - our Lean Marketing Toolbox is guaranteed for 5 Years - and I've had not one return yet!

3. It Creates A "Forced Performance Effect". This one works like magic. You not only remove risk by ensuring your customer gets their money back BUT you also penalise yourself for failure. This way people get a double-whammy! Not only do you remove their risk - you reverse it entirely - meaning it's in your interests to deliver what you promised!

Some Sample Awesome Guarantees

* You get a full refund and keep the product worth £XXX - no questions asked

* The next time you visit it's on me!

* I'll gladly reimburse your fee and provide your next session free

* I'll give you a free 1 hour consultation/coaching session worth £XXX

* We'll refund your money and give you £XX For Your Trouble

Putting It All Together...

Simply bolting an Awesome Guarantee onto a Bold Promise can sound awkward and disjointed. So your final job is to a make the promise and guarantee with one simple statement.

Some examples...

If __________________ doesn't _______________, then _______________________

If this course doesn't give you at least 5 new techniques for boosting sales, then I'll reimburse your fee in full and pay for your train ticket home.

If this 6-week fitness programme doesn't help you lose at least 2 inches from your waist size, then I'll gladly give you your money back and a beach wear gift voucher worth £25

If after one session of my NLP spider phobia cure you still can't hold a spider in your hand without fear, then I'll give you your money back and provide the next session free of charge.

________________________ or _______________________________

Double your sales success rate within 6 months or you get a full, no-questions-asked refund and a free place on my next course.

Read this book and find the man/woman of your dreams in 6 months or less or tell me what went wrong and I'll gladly buy the book back and give you a free 1 hour telephone coaching session.

Have fun with this and be creative - it's powerful. But never promise what you can't realistically deliver (guarantee or not) and make sure you can deliver on your awesome guarantee when someone calls you on it.

This one approach could literally transform your business and boost conversion rates beyond recognition.

'Dangerous' Debbie Jenkins
debs@debbiejenkins.com

(c) Copyright 2005 www.BookShaker.com

SUMMER CAN BE SLOW FOR BUSINESS
But don't let that get in the way of your success.
This is the ideal time to work on your business
rather than in it. Get 2 F'REE eBooks and prepare
for more success with less effort here...
http://www.leanmarketing.co.uk

I'm wondering if... You Know Other People who should be reading this too? So do us all a favour (they get 2 free books - we get a new subscriber - you get to look good) when you Pass On This link... http://www.leanmarketing.co.uk

---

Corporate Branding ? Dont Forget Your CDs!

Companies have been branding their collateral materials such as letterhead,... Read More

10 Secrets for Free Media Placement

Why pay a high priced PR agent when you can... Read More

Brand Identity Guru - Is Your Brand Vital?

The world is not waiting for you?or your product or... Read More

Living Your Brand on the Web - Part 1

OK, so you took the plunge and purchased your internet... Read More

FTC Reviews The Franchise Rule

After more than a decade since the last attempt to... Read More

What About Me? What You Need To Know About Me-Marketing

What about me? Are you asking yourself this question? If... Read More

Internet Branding

Having been in the franchising business all my life and... Read More

Brand Value - Brand Identity Guru

Successful Guru marketers have a secret weapon that they use... Read More

Hiring the Right Graphic Designer for Your Small Business

Every small business needs it, but not many have it.... Read More

Product Positioning for Enterprise Software and Information Technology Companies

Good marketing positioning is like good lying. No, we're not... Read More

Light Up Necklaces Help Promote Red Doors Movie at the 2005 Tribeca Film Festival Awards

June 13, 2005 -- Jane Chen (Producer) of the Red... Read More

McDonalds Supply Chain of Potatoes

McDonald's buys its potatoes from corporate farmers in Idaho not... Read More

My First Year In Cyber Space

My first year as a Cyberpreneur was a steeplearning-curve. I... Read More

Build Customer Loyalty by Promoting Your Customers

Do you want to attract new customers while building greater... Read More

How To Create A Brand That Sticks

Most people, when they hear the word branding, think logos... Read More

Brand Value Plan - Brand Identity Guru

Developing brand value is critical to every organization and when... Read More

Why Branding?

Having a concise, clear image that you project to your... Read More

Corporate Internet Branding is only Part of A Business Success

Gaining new clients that are excited about developing a corporate... Read More

Brand Strategy - Brand Value - Brand Identity Guru

Developing brand strategy is extremely critical. The most important asset... Read More

Value Proposition Writing - Brand Identity Guru

Your Value Proposition, or as I usually call it, your... Read More

Trade Journals in Franchising

As many people know Industry Trade Journals in America have... Read More

Is It Legal? - Indecent Naming With Tradition

When Mitsubishi launched a new car with the name "Pajero"... Read More

Fast Forwarding Your Business

If you think only big corporate names need to think... Read More

Branding Yourself To Increased Profitability

Successful Realtors know the importance of branding their identities into... Read More

How Do You Define a Good Logo Design?

Everyone wants his company logo to be the best but... Read More

You?ll Bring a Parade of Business to Your Door!

Parades happen in every big city and many small towns.... Read More

Pressure Washing Companies and Co-Branding

Pressure washing companies often miss what we call 'super niche'... Read More

Creative Branding Increases Sales Through Company Recognition

The one thing that everyone has in common is that... Read More

Strategic Moves In The Branding Gamble!

The so called 'globalisation' has cluttered the world markets with... Read More

Whats In A Name? When It Comes To Your Business, Plenty!

Q: How important is the name of a business? Should... Read More

Brand Identity and the CEO

This week I spent a few hours with a highly... Read More

Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!

Colour is essential to building a strong brand.Many of you... Read More

Creating Powerful Names for Products, Services, and Your Business

The name of your business is important--it's one of the... Read More