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Copywriting Secret
#2
The Secret Power of
the Guarantee
People want to buy from you. If you
have any doubts, look at the Internet where global sales
for 2006 are estimated to rise to $12.8 TRILLION
dollars. But people do NOT want to be sold.
When your prospect feels you’re
trying to sell him something, his sales resistance jumps
up.
So whether you write a sales
letter, develop an online sales pitch, or speak directly
to your customer, a well-crafted guarantee is the most
effective way to eradicate his sales resistance.
Make your prospect/customer feel
like he’s special. Don’t just tell him you’ll give his
money back. Tell him why you are offering the guarantee:
“AcmeCorp has built our reputation
on giving our clients exactly what they need. So if you
aren’t completely satisfied with Roadrunner-B-Gone, we
want to … no make that we have to … make it right by
you.” (Then go on to explain the terms of the
guarantee).
A strong guarantee not only lets
the prospect justify his purchase to himself, it allows
him to justify it to his wife who yells, “You spent how
much on that?” To which he replies, “But darling, it
comes with a money-back guarantee.”
You can harness the power of a
well-crafted guarantee to close any type of sale. I
discovered its power in the
AWAI
Accelerated Program for Six-Figure Copywriting.
Click
here to learn more about how you can do this.
.
On to
Copywriting Secret #3.
For more Copywriting advice go
here.
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