Secrets of a Master:
How to Write Guarantees That "Guarantee" You a Winning Package
An airtight guarantee for your business will help keep you honest. It will help you examine your product, find ways to make it faster, stronger, better, more reliable. Your customers will learn to love you more quickly … and come back to you more readily even after something goes wrong with their buying experience. Your customers will also give you heaps of word-of-mouth advertising that you just couldn't beg, borrow, or steal from anywhere else.
With a fortified guarantee, there's a powerful chance you'll increase sales results – without increasing costs. That's not to mention the edge it will give you over your most direct competition …
I know … that's a pretty tall order. How can one small block of guarantee copy accomplish so much? Below, you'll find some secrets for writing strong guarantees for direct mail packages. I think you'll find these techniques apply no matter what kind of business you are in.
For instance, here are two valuable insights from colleague David Garfinkel:
First, make sure you've explained the guarantee clearly, completely, and with all the facts available. Clarity is important no matter what segment of your pitch we're talking about. But especially so here, where the guarantee actually forms a crucial part of the offer.
Second, don't be afraid to "dramatize" it. You can find David's example of a well-dramatized guarantee at www.mastercopywriters.com/guarantee.htm. But before you zip off to check it out, let's try creating one of our own here …
I tend to write a lot for financial newsletters. So let's assume that's what we're writing for. Here's how you might go about writing a simple, factual, rather average guarantee:
"If you're not completely satisfied, just drop me a line within the first 90 days. I'll rush you a full refund. Every penny back. All the free reports and issues you've received are yours to keep. I hope that sounds fair."
Truth be told, that's not awful. In fact, it's about as far as most guarantees go. But now try an advanced version, with dramatization …
"I'm going to put my money where my mouth is. Read the 6 reports I'll send you. Study your first three issues. Log onto my private web archive as often as you like. See if you don't find my picks easier to follow and safer than anything you'll get from your broker.
"That's not all.
"If you can't find at least 5 ideas there that you're absolutely convinced will double or even triple your investment returns, then I'm not doing my job. And if that's the case, I'll urge you to call this number (1-800-555-XXXX) and ask for a full refund.
"Call within the first 90 days and I'll rush you a full refund. Every penny back … etc., etc."
Why dramatize?
I hope you can see how, when you give your prospect specific ways to measure the benefits, you're doing much more than just promising to give money back to unhappy customers. By getting into those actionable specifics, you're actually melting away defenses.
But suppose you're selling a product that doesn't come with a guarantee? I suggest that you create one. Make it strong. Make it long. Make it detailed. The exercise alone is worth it.
[Editors Note: Read Part 2 of this article.]
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’m in charge of my income now. The only ‘ceilings’ are the ones I place there myself. If I want to make more money, all I have to do is pick up a few more projects. I love that!”
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.