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One of the reasons people don't buy from you is the
risk they are taking in purchasing your product or
service. Risk of making the wrong decision. Risk of
losing money. Risk of not receiving what they paid
for. Risk of not being satisfied and then not being
able to recoup their loss.
There are a number of risks that people must hurdle
over to you're your product or service. One strategy
to overcome these risks is to offer a rock solid
guarantee that will make their purchase risk free, or
at least decrease the risk as much as possible.
A strong guarantee makes it less threatening for people
to consider your offer. You lower the barriers that
prevent people from doing business with you. You give
them a compelling reason to buy today without fear of
looking bad tomorrow.
By removing the risk to buyers through guarantees, your
business will stand out. You'll make it easy and fun
for people to buy from you and your profits will
dramatically increase.
I understand that delivering any product or service is
not risk free, but by stating and trumpeting your
guarantee it will decrease the risk in your prospects
mind and increase their trust and willingness to buy
from you.
_____________________________________
The Guarantee Myth Revealed!
_____________________________________
Businesses shy away from making strong guarantees
because they think that a large percentage of their
customers will take them up on it. In studies, that
has proven to be false. At most, only about 1-2% of
your customers will ever take you up on your guarantee.
Ask yourself the following questions:
- How many of my current customers have complained to
me about my products or services in the past month?
- In the past year?
- How many of my customers have asked me for their
money back or to replace a product or redo a service
that you've provided?
You'll find that if your product or service is of
acceptable quality (even mediocre quality), you should
have few complaints, if any. (If you have a lot of
complaints, that's OK. Now you know where to focus your
efforts!)
The notion that your customers will take you up on your
guarantee too often is a myth. It doesn't happen.
Humans are generally non-confrontative and don't want
to make a big issue of things (there can be a downside
to that as well).
If your customers are mostly satisfied now, there's
nothing to worry about. By offering a risk-free
guarantee, you'll simply call more attention to the
quality you already have in place.
Make the strongest promise you can comfortably live up
to, and feature it prominently in all your marketing
materials and don't worry about the myth that you'll
lose your shirt redoing services or replacing products.
It just doesn't happen.
______________________________
The Invisible Guarantee
______________________________
What's that you say, you don't have a guarantee?
Wrong. 99% of all small businesses already have a
guarantee - but they just don't know it nor do they
publicize it.
Let me explain. If a customer called to complain that
the work you did was unsatisfactory, what would you do
to fix the problem? Would you tell them, "Sorry, we
can't fix that for you." or "Sorry, let the buyer
beware."? No, you would probably offer to redo the
work or replace the product. You would do what it
takes to make your customer happy.
You see, you probably already have a strong guarantee
but you don't publicize it because you think that a
bunch of your customers would come back and take you up
on it (I'll talk more about that in a minute).
If you're already honoring an invisible guarantee you
need to start publicizing it. It's a powerful hidden
asset in your business that you're not exploiting.
-- Sidebar --
If you're not taking care of your customers (whether
you have a guarantee or not you should be. It just
makes sense. Especially when you consider that
according to one recent study, a satisfied customer
tells one person about your company. But an unsatisfied
customer tells NINE people. You need to put those
numbers in your favor. You need to satisfy your
customers and a guarantee makes it all possible.
-- End Sidebar --
_______________________________________________
Six Steps to Creating a Rock Solid Guarantee
_______________________________________________
Now, here's a step-by-step method for creating your
guarantee and using it to supercharge your marketing
efforts.
1. Look At Your Competitors.
Go through the Yellow Pages or the newspaper to search
for other business' guarantees. Better yet, just have
someone call and ask them about their guarantee. Look
outside of your specific marketplace for good
guarantees. Write them down.
When you finish your research, what patterns do you
see? Are there many guarantees in this industry? What
kind did you find? Guarantees of specific performance?
Or the more common, dull-as-dishwater, "Satisfaction
Guaranteed" variety?
2. Look At Your Strengths.
What area of your business is a strong point for you?
Do you do very fast installations, are you great at
maintenance, do you respond quickly to customer
queries? Do your products or services produce
consistently outstanding results? Do you have the
widest selection in town? Do you save money for your
customers?
3. Guarantee Results.
Think about what specific RESULTS a customer wants when
he or she buys your products for services. What good
things happen when customers use your products?
Better relationships? More money? Reduced stress?
Write down the answer in specific detail, and then
guarantee that outcome. (Just make sure you can fulfill
on your promise.)
A delivery company that works fast can guarantee
delivery times -- by 10:00 a.m., or within 24 hours.
Do you have the widest selection in town? Guarantee it
by daring customers and competitors to find more
products somewhere else (just be sure you can back this
up). Do NOT simply guarantee "satisfaction." Guarantee
in detail what that satisfaction will look like to your
customer.
4. Choose A Payback.
As unlikely as it is that you'll be making good on your
guarantee (remember -- only about 2% of customers will
ever take you up on it), you want to create an
attractive payback in case customers are unsatisfied.
Ideally, it won't cost you much but will have a high
perceived value.
A hassle-free, money-back guarantee is a good place to
start. But try to dress it up a bit. Remember, a
better-than-risk-free best guarantee is the best
guarantee of all. Yours should exceed customer
expectations and be memorable.
5. Start Small, Test And Track Your Results.
This is vital! You must know how well your guarantee is
performing before you make it a permanent part of your
marketing. How? You might advertise the guarantee in
only one of the publications you advertise in. Or you
mention it on your telephone message. Or on one set of
business cards. Or in a letter that you send to a
small segment of your customer base. Then, track the
results.
How much have sales increased over your previous totals
before you had a guarantee? Be sure to test at least
two combinations of your guarantee to find the one that
works best for you. You can guarantee results for 30
days in one test and 90 days in another (longer
guarantees generally work better). You might even use a
lifetime guarantee. Experiment!
6. Get The Word Out.
Once you've tested and found a guarantee that you're
comfortable with, publicize it! Make your full
guarantee -- in writing -- a part of your
advertisements and marketing communications. Put it in
your newspaper and Yellow Pages ads, your business
cards, your Website, your letterhead, your brochures,
etc.
_______________________________________
Breaking Down Your "Soft" Guarantee
_______________________________________
Breaking down your guarantee into specifics can turn a
weak guarantee into something powerful that builds
trust and reduces skepticism. This tactic works well
not only for "hard" guarantees but especially for
"soft" guarantees.
What are a "soft" guarantee and a "hard" guarantee?
Hard guarantees provide a promise based on specific
results. For instance, assume you have a flat tire and
you get it fixed by a company that guarantees you that
if you tire gets a puncture wound within the next 12
weeks you can bring it back and they'll fix it for
free.
That's a hard guarantee because it makes a promise
based on specific results. You should always try to
use hard guarantees in your marketing message because
they are more powerful and tend to stir people's
emotions.
However, what if you have a product in which you can't
make a promise for specific results but want you want
to let your customers know that you still stand behind
your product.
This calls for a soft guarantee. A soft guarantee
makes promises based on generalities and not specifics.
For instance, "We guarantee to be kind to you." This
is a soft guarantee because it's very general and not
specific. You should be kind anyway.
A technique for turning your soft guarantee into a
powerful statement is to break it down into pieces and
explain what each part of your guarantee means. The
following is a live example from a credit counseling
company for which I just did some copywriting.
Allow me to give you an example from a recent
copywriting project that I did for a credit counseling
firm. This company didn't want to make any hard, fast
promises (unfortunately, that's typical of most
businesses). But they did want to express that they
were willing to stand behind their product.
So what I did was take their general marketing
statements and break them down into guarantees. Each
guarantee taken separately is weak but when they are
put together it makes for an impressive statement.
_______________________________________
The Soft Guarantee - A Live Example
_______________________________________
We stand behind our promise to help you reach your
financial goals. We don't just talk the talk. We walk
the walk. In fact, we'll walk with you every step of
the way.
Here at Acme, we not only stand behind our services but
we tell you what it means by clearly spelling it out
for you.
Guarantee #1 - The "Pay Off Your Debt Faster"
Guarantee
We have experienced counselors who help people
like you every day to develop a comprehensive
financial plan that results in paying off your
debts faster than you ever could have on your own.
In nearly every case, we'll take years off your
payment schedule allowing you to reach your
financial goals sooner than expected.
Guarantee #2 - The "Be Courteous and Understanding
of Your Situation" Guarantee
Our representatives are understanding and
respectful of your situation and will talk with
you on a human level. Many of our counselors were
in the same position as you not long ago and so
they intimately understand what you are going
through and can empathize with your situation.
Guarantee #3 - The "Pay You Money Back" Guarantee
At Acme we have created an exclusive and unique
incentive plan called the "Pay Off Your Debt"
program. We promise that if you qualify for this
program and make all your payments in full and on
time for six months, you'll received 50% of the
"fair share" funds that we've collected on your
behalf.
Guarantee #4 - The "Simplify Your Debt Payment
Effort" Guarantee
We make bill paying ultra-simple. You'll make
only one simple payment to Acme and we'll do all
the dirty work of paying all your bills. We will
stop all the creditor hassles, nagging phone
calls, and bill collection letters by helping you
consolidate your payments into one simple monthly
payment.
Guarantee #5 - The "Provide 24/7 Access to Payment
History Information" Guarantee
Our state-of-the-art telephone system allows you
to access your payment information twenty-four
hours a day, seven days a week. You'll never be
in the dark again about when your payments come
in, when they go out, and any other payment
information you need to know.
Notice that each one of the guarantees is general in
nature. Individually, they are weak guarantees but put
together they make a strong statement and in the credit
counseling industry (where no one makes any promises)
it has set them apart from their competitors.
_______________________________________________________
Making Your Guarantee Your Unique Competitive Advantage
_______________________________________________________
Companies that make their guarantee part of their
Unique Selling Proposition have prospered. Have you
seen the commercials for the Men's Warehouse in which
the CEO says, "You're gonna look good. I GUARANTEE
it." That one phrase has made the Men's Warehouse the
most successful men's retail chain in the nation.
The ability to differentiate your business by the
guarantee that you provide will set you apart from your
competition because most companies don't use their
guarantee as a unique selling proposition.
This is especially true with service companies. For
example, I know a small business tax consultant whose
unique selling proposition is, "I GUARANTEE that I can
save you 15% more money above and beyond what your
current CPA or financial advisor is saving you today."
Now that's a bold guarantee. It's no wonder his
practice is full.
Another associate of mine runs a small business
marketing firm (much like mine) and his unique selling
proposition is, "I GUARANTEE that with my help you'll
double your business revenues and profits within 12
months or my services are free."
What I'm suggesting is that you make your guarantee a
focal point in your marketing efforts. Your opportunity
lies in how aggressively you're willing to tell the
world about your guarantee. To the extent that you do,
you'll enjoy a competitive advantage over all other
companies in your industry. Your business courage will
pay you tremendous long-term dividends.
____________________________________________
Magic Words to Create Powerful Guarantees
____________________________________________
How you word your guarantee can make all the difference
in the world. Power words and phrases significantly
boost your sales and response rates. Here are few
strong words and phrase that will bring some zing to
your guarantee:
- Take-It-To-The-Bank
- Better-Than-Risk-Free
- You Can't Lose
- Unconditional, Money-Back Guarantee
- Your Money Back, No Questions Asked
- I Personally Guarantee
- No Way That You Can Lose
- 30-Day Free Examination
- No-Questions, No-Quibbles, Money-Back Guarantee
- Iron-Clad Money-Back Guarantee
- 100% On-The-Spot Full Refund
- My 110% "Call me Crazy" GUARANTEE!
- Absolutely No Risk To You!
- 100%, no-hassle refund!
- My 110%, No-Fuss, No-Questions, "Take-It-or-Leave-It"
PROMISE!
- No Pussyfooting Around And Get Every Single Penny
Back GUARANTEE!
There's no better place to find some of the most
powerful copy written guarantees than on the Internet.
Here's a few that I think are heads and shoulders above
the rest.
Most are for information products so keep that in mind.
As you read these notice that each guarantee has its
own headlines. Your headline is 80% of your guarantee.
Sample Guarantee # 1 - Yanik Silver - Instant Sales
Letters
http://www.marketingbestpractices.com/a/salesletters.
htm
100% Better-Than-Risk-Free-Take-it-To-The-Bank
Guarantee:
I personally guarantee that if you make an honest
effort to try just a few of these proven sales
letters in your business, you'll produce at least 10
times your investment in profits within the next 60
days. That's right, 10 times extra profits you
wouldn't have made if you didn't send out these sales
letters. You've got 2 full months to prove to
yourself these templates really do work. But if you
aren't 100% satisfied, let me know and I'll issue you
an immediate, no-hassle refund right on the spot.
Plus, the free bonus gifts are yours to keep
regardless, just for your trouble.
----------------------------------
Sample Guarantee # 2 - Kirt Christensen - Buying Web
Businesses
http://www.marketingbestpractices.com/a/webusiness.ht
m
Here's My 125%, Walk Away, "No Hard Feelings," No
Fuss, Full Money Back Guarantee!
I'm so convinced that you'll be absolutely delighted
with your membership that I'm prepared to give you an
iron-clad, 30-day, "Take-It-Or-Leave-It," totally
outrageous GUARANTEE.
This "impossible-to-turn-it-down" guarantee is
simple:
Try my Buying Web Business Power Mentoring System out
for a full month, read through the entire site,
download all of the bonuses, post questions on the
private discussion board to your heart's content and
use the step-by-step checklists.
If you don't pick up at least one good idea that can
help you get every penny back in less than 30 days,
simply cancel and owe us nothing. In other words, if
you're not totally delighted with the techniques
you've learned, drop me a line...
I'll refund your $29, right there, on the spot!
Simply put, I'll gladly issue you a refund and we'll
part as friends, no harm done. What could be fairer
than that?
(Of course, on top of my "No Hard Feelings," 30-day
money back guarantee, you can simply cancel your
membership at any time. Billing will stop from that
point on. No problem!)
----------------------------------
Sample Guarantee # 3 - Ted Nicholas - How I Sold $400M
Worth of Products
http://www.marketingbestpractices.com/a/ted.htm
30-Day Ironclad Money-Back Guarantee
Not to worry. You may order the book with no risk
whatsoever. Review it for 30 days. If you are not
delighted, upon request you will receive a prompt and
courteous refund or credit.
----------------------------------
Sample Guarantee # 4 - Jeff Gardner - The Ultimate
Million Dollar Idea Generator
http://www.marketingbestpractices.com/a/ideas.htm
Stronger Than Steel No-Risk Money-Back Guarantee!
I'm so confident that my proven system will help you
create mounds of exciting new product ideas, that I'm
standing behind it 100% with this remarkable
guarantee:
Get The Ultimate Million Dollar Idea Generator - and
if you don't instantly believe it's worth 100 TIMES
the amount you paid for it, let me know - and I'll
refund every penny! No Questions, No Headaches, No
Hassles! And you can keep all bonuses, worth $196.75
- Absolutely FREE - as my gift for checking out my
complete Million Dollar Idea System.
----------------------------------
Sample Guarantee #5 - Alex Mandossian - Marketing With
Postcards
http://www.marketingbestpractices.com/a/postcard.htm
"I'll Absorb the Burden - Risk Free Guarantee"
I'll tell you what ... I'm willing to absorb your
entire burden of risk, if you're willing to do what
it takes to find out. So, here's my unconditional,
100% lifetime guarantee that makes your decision a
no-brainer:
If, at any time, you're not completely satisfied with
Market with Postcards, I'll personally send a UPS
driver to your front door, pick up the manual and CD-
ROM, and refund your entire purchase price, including
shipping charges! You can keep the $650 in free
bonuses as my gift to you, and we'll part as friends.
Fair enough?
----------------------------------
Sample Guarantee #6 - George McKenzie - Going Public:
10 Ways To Use The Mass Media For Free Advertising
http://www.marketingbestpractices.com/a/public.htm
You Can't Lose With Our 100%, Ironclad, Money Back
Guarantee
Your satisfaction is assured through our no risk,
you-can't-lose, 100%, no-questions-asked, iron-clad
money back guarantee. If for any reason, you aren't
thrilled and satisfied with our product, just contact
us (or send the product back) within one year and
we'll refund 100% of your purchase price. No hard
feelings, and you won't have to ask twice.
If you're a smart business person, you don't just
hand over $47 without a reasonable assurance that
you're getting your money's worth. So how about this?
Don't decide now if this product is for you.
Just get it and try it out. If it doesn't do
everything I say and more, if you don't save money,
time and frustration, if it isn't life-changing, if
it doesn't work for you, you have nothing to worry
about because you can get every dime of your money
back under our no-loopholes guarantee. So you have
nothing to lose and everything to gain.
----------------------------------
Sample Guarantee #7 - Lee Benson - Ezine Tactics
http://www.marketingbestpractices.com/a/ezine.htm
The Triple Your Money's Worth, String-Free Warranty
It's simple. If you're not absolutely, entirely and
utterly thrilled with your purchase within one year
from the date you bought it, you get a full refund
plus you'll get to keep any of the material that
you've already downloaded from our website.
All I ask is that you give it chance, for your own
sake. Yes, these strategies do work. My advice will
make you profit, I absolutely guarantee it... but
only if you take action and follow the advice for
your own inspiration.
If you don't make a return on your investment with my
package, I don't want your money. Instead, you will
get a full refund of 100% as well as the knowledge
you've earned from the package and the free
consultations giving you at least three times the
worth of your investment.
----------------------------------
Sample Guarantee #8 - Ken Evoy - Make Your Knowledge
Sell
http://www.marketingbestpractices.com/a/myks.htm
"You will gross at least 1,000 times your purchase
price within two years, or we'll refund 10 times what
you paid for MYKS!"
That's right -- 10 times your money back if you fully
use the strategies of the MYKS! package over the next
two years and you don't pull in at least 1,000 times
your purchase price. There is only one single,
simple, common-sense condition (that protects both of
us)...
Make a full, honest effort over the two-year period.
Use all the relevant techniques, tools, suppliers and
devices in the Complete ToolKit, as appropriate.
______________
Conclusion
______________
You guarantee can be one of your most powerful
marketing tools. Unfortunately, the vast majority of
businesses just don't want to place a strong guarantee
on their product or service. They're too afraid of the
perceived negative consequences.
It's a pity.
Develop a guarantee today that stretches you to the
limits and test it. If it doesn't work for you...fine.
I "guarantee" that it will though and you'll start
winning customers with ease.
Happy guarantees!
# # #
David Frey, President of Marketing Best Practices Inc.,
a Houston-based small business marketing consulting
firm. and is the senior editor of the Marketing Best
Practices Newsletter featuring small business marketing
best practices. http://www.MarketingBestPractices.com
mailto:David@MarketingBestPractices.com
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