When customers are about to buy your product or service, highlighting an iron clad guarantee can be the difference between you or your competitor getting the sale.
You can write all the selling copy you want about how you are the best, offer great quality, and include lots of great content. However, it is all for nothing if your potential buyers have any doubts.
Doubt creates hesitation. Hesitation kills sales.
The answer? You must reduce the perceived risk people feel so there is no hesitation to take you up on your offer.
And that is the key — risk reduction.
Remember that if you are selling online, people cannot experience the thing you are selling before they part with their money. They cannot see it, hear it, touch it, taste it, or smell it. So, there is always a level of uncertainty and risk. A guarantee helps you lower the feeling of risk by answering questions such as “Is it all you say it is? What if it is not? Can I return it if I want to? Is there a catch?”
With a guarantee, they feel confident that they will not be stuck with their purchase. And the very act of offering a strong guarantee lets buyers know you really believe the product is worth its asking price.
But there is another reason to use a guarantee — ethics.
A strong risk reversing guarantee is another way to show your customers or potential customers that you, as a business owner, are committed to providing the best product or service available to them.
Used correctly, a guarantee can be one of your most powerful selling tools. It is proof that you are reputable. It helps lower perceived risk. And it almost always boosts your response if used properly. So here are 13 great ways to supercharge your guarantee and make it work for you:
1. Keep it simple. There are many ways to enhance your guarantee, but your basic guarantee copy should be clear and strong, leaving no questions unanswered. Here is the classic guarantee: “If you are not completely satisfied for any reason, just return your widget to ABC Company within 30 days for a full refund of your purchase price.”
2. Make it visible. Add it to your sales letter call to action. Highlight it by enclosing it in a box in your brochure. Feature it on the order form. Print it as a stand-alone insert. You want people to see it no matter what part of your online or offline package they look at.
3. Use guarantee copy to sell. For example, you might add a line such as “Fill out the order form and email it today. Try our Gizmo for 60 days. If you are not completely satisfied ...”, and so on.
4. Provide unconditional guarantees. They are stronger than conditional guarantees and easier to administer. And unless you are selling an inferior product, very few people will try to take advantage of your goodwill. In most cases, the number of sales you add will far outweigh any additional returns.
5. Use strong language. “Unconditionally Guaranteed.” “No-Risk Guarantee.” “100 Percent Satisfaction Guaranteed.” “No-Questions-Asked Guarantee.” As long as it’s believable, the stronger your guarantee sounds the better.
6. Go beyond money back. How about “Double Your Money Back” or “115% Credit” for another purchase? How about “We won’t cash your credit card for 30 days” or “We’ll return your cash to your own credit card.” This assures customers that they will never have money at risk.
7. Match your offer. Provide a money-back guarantee for purchases, a buyback for collectibles, cancellation privileges and a refund for subscriptions. Think of the characteristics of your offer and the perceived risk involved then formulate your guarantee to counter that risk in the most appropriate manner.
8. Add a signature. Nothing shows your commitment to a product like signing your name to the guarantee. The person of highest authority, or the person who wrote the letter, should sign it.
9. Extend the guarantee period. Instead of 30 or 60 days, how about a one-year guarantee? Or a lifetime guarantee? After a while, most people forget about the guarantee or feel too guilty to return used items.
10. Make it look official. Certificate borders, certificate paper, watermarks, icons and flags, dollar values in the corners, and other touches can help your guarantee look official. You can even create a seal or stamp with your basic guarantee copy inside.
11. Add third-party approval. An endorsement from an organisation can add power to your guarantee.
12. Offer a valuable bonus. For example, “If you don’t like ABC software pack, send it back at our expense, get a full refund, and keep the Day Planner and mouse pad as our gift to you.”
13. Be very specific. State your guarantee and give a phone number to call if the customer has a complaint. You could even give the name of someone to talk to. This costs you nothing and raises the believability of your guarantee to its highest possible level.
Remember, your potential buyers feel a certain level of risk whenever you offer something to them. A guarantee is your best tool for lowering or eliminating that risk.
So there you have it. 13 Great Ways to Boost Your Guarantee
If you need any help with formulating an iron clad guarantee or you are ready to take your business to new heights, contact us online and let us show how we can help you.
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