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Last week we hit the tip of the iceberg with headlines. A conversation that, quite frankly, could last a whole year. To see that post click here to my blog. For the next few days we’ll discuss guarantees, another vital role in your copywriting and marketing.
First some guarantee ‘basics’ that we must address. There are three chief types of guarantees, with a very quick blurb on each. We’ll expand on them later.
- Satisfaction Guarantee
- If under any circumstance you don’t like…
- Results Guarantee
- If after 12 months you’re not growing bigger, brighter tulips…
- Perception
- If you don’t feel this was the most valuable event…
How you phrase the guarantee is nearly as important as having on at all. It’s best when it has a name. I recently wrote a guarantee for a promotion of our own and named it the, “The “You Cannot Fail With 3D Mail, $500.00 In Your Pocket” Guarantee. And here’s how I worded it:
When you place your first order of 3D Mail over $100 and use my FREE 30 minute consultation, if you’re not extremely happy with your mailing, I’ll refund 50% of the purchase of the 3D mail items up to $500.00.
As you can see, it’s a strong guarantee, but when you give it a name, it adds something extra to it. I’ve also used the “You’ll be a Star” guarantee and, “My Personal Make-You-Happy Guarantee” both with a great deal of success. My mentor Dan Kennedy, has used, “My personal, Big, Bold, Iron-Clad Guarantee” on many of his products for years, again with great success.
In addition, multiple guarantees almost always outperform single guarantees. Here’s an example of a multiple guarantee that we use when we go and speak at seminars and boot camps:
Money Back Guarantee - If you are not delighted with your results or not happy in any way what-so-ever return the system within the first year and I’ll give you your money back.
Triple Your Money Back Guarantee - If you use both of your 30 minute One-On-One Coaching sessions, and your 2 Critique Certificates within the first 3 months, and you can show that you actually used our advice when you created your campaigns, and you actually mailed at least two campaigns, and you’re not absolutely delighted with your results I’ll give you 3 times your money back.
You see, we gave a one-year, no questions asked guarantee (my favorite) but then added to it by adding the triple money back guarantee. Does it work? You bet. When we first offered this at a live event, we sold 83% of the room!
There’s also one more element to this guarantee, but you’ll have to wait until later in the week for me to reveal that one. See you then.
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