Elements of a Strong Guarantee:
The Three R's
We asked space ad copywriting pro (and Masters Student) Michael Samonek to let us in on some secrets to writing strong direct-response guarantees. Here's the result of our interview …
TGT: What would you say are the most important elements of a strong guarantee?
MS: There are three that I always use. Each of these elements is suggested by the letter "R", so they're easy to remember …
- Risk-free. Your guarantee must state, in black and white, that your customer's purchase is risk-free. These two words speak volumes about your confidence in your product.
- Refund Regardless of Reason. Your guarantee must convey to your prospect that his money will be returned quickly – for any reason whatsoever.
- Reign of guarantee. Tell your prospect exactly how long your product is covered by your guarantee. The longer the guarantee, the greater your response will be.
TGT: Tell us a little bit about the types of guarantees you use.
MS: There are four basic types of guarantees that I use in my ads. Each one eliminates one more level of risk – until the prospect can actually profit from returning the product!
- The Basic Guarantee. You simply offer the prospect his money back if he returns the product within a certain time period.
- The "Karbo" or "Pay-Only-If-It-Works" Guarantee. Now it starts to get interesting. This type of guarantee tells the prospect that he can try the product first – and then pay for it. Joe Karbo (its originator) made millions with this guarantee.
- The "Keep-All-the-Bonuses-Free" Guarantee. You let the prospect keep his free bonuses – even if he returns the product for a full refund. This technique works like a charm to increase response rates.
The "Better-Than-Money-Back" Guarantee. Not only do you guarantee satisfaction, you take it three steps further…
- The customer gets a 100% refund plus shipping costs.
- The customer keeps the unsatisfactory merchandise. (The only "but" is that they must give it to someone who can use it.)
- The customer gets $10.00!
This guarantee is great for high-ticket items. Use it, or a variation of it, with discretion.
TGT: Any other words of advice?
MS. Yes. Here's a bonus for you – a list of 10 "power phrases" to incorporate into your guarantees:
- No-risk trial offer.
- Unconditional money-back guarantee.
- No hassles – no long waiting.
- Guaranteed for life!
- 365-day guarantee.
- Double your money back.
- Send no money now.
- 100% money back plus $10.00 just for trying it.
- 100% money back, but you keep the free bonuses.
- Postdate your check for 31 days.
How to Land Clients in 21 Days with Just Your Computer
How do I land my first client? It’s a question every aspiring freelancer asks eventually. Now, there’s a proven system for landing clients that removes the guesswork. Best of all? No cold calling. Learn More »
“I now have the freedom to work at home, or at any place in the world, as long as I have a laptop and Internet connection. And, not having to battle the brutal Houston traffic each day is a huge plus!”
If yes, you could be in big demand, earning big money, writing just a few hours a day from anywhere in the world you choose to be.
Get Nick Usborne’s step-by-step system for creating money-making information websites.
In just 6 hours and 35 minutes, you can be in business earning $60 – $150 an hour writing simple resumes.
Learn the secrets behind succeeding in this in-demand career.
The work is plentiful … the pay scales are generous and the competition is scarce!
Get the answers to the hundreds of questions and concerns commonly asked in specific, step-by-step details.
Use this eight-step plan to make the leap from aspiring copywriter to professional copywriter this year.
Let your fellow AWAI members show you firsthand the easiest, most powerful way to land your first client … BEFORE you finish the program.
Writing for the web is a huge opportunity for copywriters. Let web expert Nick Usborne show you how to write blockbuster web copy in record time … even if you're a complete internet “rookie”!
It’s an opportunity to make $50,000, $75,000, $100,000 a year or more … working just a few hours a day.
A once complicated profession is now something you can do on a standard computer – even if you have little or no “artistic” ability.
It’s one thing to have a website. But if your website can’t be found by the search engines, it may as well not exist.
The Internet creates new income possibilities every day. The biggest among them: online video marketing.
Get the very techniques top-performing copywriters use to rattle off one groundbreaking control after another.
In his new book, Michael Masterson teaches you his very own formula for powerful persuasion and how to apply it to direct mail sales letters as well as online promotions.
Guest, Leave a Reply
Please Note: Your comments will be visible by everyone.