How To Write A Dynamite Guarantee For Your Sales Letters
By Mike Jezek Copyright 2007 Mike Jezek. All rights reserved.
In my work with clients I have come across some people who were leery of going all out with their guarantee. And that's understandable. But let me tell you this, in today's cynical marketplace you can't survive without a good guarantee.
A money-back guarantee on your offers can boost your response, if done correctly. And the more powerful, the more outrageous your money-back guarantee; the better your results will be. In fact, marketing tests prove that one of the "hot spots" of a sales letter is the money back guarantee. Besides testing your headline, lead-in and appeals and offer, your guarantee is one of the next components you should be testing. So why the fuss about adding on and improving your current guarantee?
It's all about S.E.X. Notice I gave you an acronym. What does S.E.X. stand for? Security. Essentials. Extras.
Yes, people want Security, Essentials, and the Xtras of life - and in that order. Think about it, a money-back guarantee is tied into giving people the security they want. After all, people are skeptical. So if your money-back guarantee is better than your competitors, odds are it'll make a difference in sales conversions.
So what kind of money-back guarantee can you use in your copywriting? There are various guarantees you can immediately utilize to improve your sales conversions. Here are 4 basic examples:
30 Day Money-Back Guarantee
60 Day Money-Back Guarantee (If you're selling on Click Bank you'll use this guarantee.)
90 Day Money-Back Guarantee
1 Full Year Money-Back Guarantee (Typically you should see the best results with this one and the lowest refund rates.)
You can also offer a money-back guarantee and allow your buyers to keep any free reports or bonuses they've received from their purchase.
You can have another company vouch for you that if you don't follow-through on your promise to give a money-back guarantee to a customer who requests one, that they will.
If you're a service business you can give a partial refund of services rendered or even give a refund of the entire purchase price. You can even provide a product instead as a guarantee policy.
Another guarantee you can use, is give one of the above guarantees along with $10 or even $50 extra if the prospect proves the product didn't work for them. Sure, it's over the top and offers prospects the opportunity to take advantage of you, but it'll help give you some instant credibility in your market.
Graphic design pointers. Try adding your picture and signature to your guarantee to boost credibility. Put your guarantee in certificate form. Put the words guarantee in big bold letters that stand out.
Also try mentioning your guarantee at least three times throughout your sales letter. This may especially be important if you have few if any testimonials.
You can even write your headline as an outrageous guarantee.
Bottom-line: Create a guarantee that surpasses that of your competition and you might be pleasantly surprised with your sales conversions.