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.
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Copyright 2007
- 2008. Mike Jezek
All rights reserved. Psychologically
Enhanced™ Copywriter