~Issue Number Fifteen~
August 5, 2011 [Next Issue: August 12, 2011]
Hello Friend,
As our focus has been on copywriting this week, I'm sure you realize that there are MANY aspects of your business that require good copy.
And it's not a one time shot.
You need to be writing copy on a consistent basis. At least if you're running a consistent business.
But there are often overlooked pieces of copy that don't get much "love". Big mistake. Every aspect of every written piece that goes out to your potential customer base needs to be well thought out.
In fact, there is one part of your sales copy that is almost...well, "The Most Overlooked Part of Your Sales Copy...Guaranteed!" Read our SEO Intelligence Report and then be sure to implement what you learn to make your sales copy even better!!
Lee Collins
Managing Director
StomperNet, LLC
"Writing, to me, is simply thinking through my fingers."
~Isaac Asimov
By Vin Montello, StomperNet Faculty Member
One of the most important parts of any sales letter is also one of the most overlooked parts. An element that's not given the respect it deserves by most businesses, and one that is overlooked by some businesses entirely.
Because... right up there with headlines and story, hooks and benefits, bullets and offers, is...
The Guarantee...
Most businesses don't even offer a guarantee; others do it as an afterthought.
Rare is the online entity that really treats this copy element as she deserves to be treated: like a classy lady all dressed up and ready to go to the ball where she can hang off your arm and make you look good.
Just a few months ago I wrote:
"Guarantee The Product: All studies have shown the longer you make the guarantee period and the less restrictions you put on that guarantee, the more people will buy and less of them will return. The psychology on this can fill an entire article on its own. Maybe I'll write about it in the future."
Well... the future is now!
So... let's first talk about that whole psychology thing.
The reason more people buy when there's a longer guarantee is easy... It's a "no duh" sort of thing... More people buy because the guarantee offers them a degree of protection from making a stupid decision. Making that period longer just amps up that protection.
If every middle-aged dude had a year to decide whether or not he wanted to keep the Lamborghini and pay for it, or return it, you bet your a** they'd sell a ton more Lambos than they do now!
So... yeah... a real no-brainer with that first part of the guarantee psychology.
As for the second part... I have to admit I don't really know the actual reason less people return a product when it has a longer guarantee period. I'm guessing here, but I'm pretty confident in my guess, so here goes...
The Science-Be-Damned Vin's Best Guess Explanation!
When you have a short period of time to return something, your mind is on returning it. Let's take that same Lamborghini metaphor.
Instead of a year, let's say Lamborghini only gives you 20 minutes to return the car for a refund.
First... the brevity (in this case an extreme example) of the guarantee starts people wondering... "Hmmm... why so short? Is this product gonna die in a couple days? Will it become obsolete in a week?"
On top of that, every one of those 20 minutes will feel urgent to you. You'll not relax for a bit. You make the entire 20 minutes a road test.
In many cases you won't even take the whole 20. You're back at that dealership after 13 minutes because you don't want to be the dumb schmuck who shows up with a broken watch at minute 21 and is told, "Sorry... too late!" by a swarthy guy with too much cologne and a thick Italian accent.
So... I'd say short-duration guarantees almost work in reverse. I can actually see some potential buyers reacting so negatively to a short period guarantee that it might be a better alternative to have no guarantee at all.
"But let's go back to that wonderful fantasy year-long money back Lambo guarantee."
When you have a long time to return something, you tend to forget about returning it. Heck... I've actually gotten to the point where I forgot I even owned the thing I was supposed to return!
Around 18 months ago, I bought a drum set. Why, you ask? Well... I used to play a little in garage bands in high school... I came across the set in the store and said, "Damn... I should mess around with the skins again."
Long story short, I have fun for a week, then realize I don't have time in my life for a drum set. I was about to return them when my wife reminds me I have a year to get my money back.
"A year? Well, then let's pack them away. My nephew Joey will be visiting in a few months. I'll keep them so he can see Uncle Vin rock out one time."
Well... just last week we're putting away some summer things when I see a big brown box I didn't recognize. You guessed it... my drum set... nearly 7 months after my return period.
I know I'm not alone on this. I know I'm not the only one who opened a drawer to find something you should have returned, but didn't feel there was any reason to rush.
That's the added benefit of giving a very long guarantee. People just may not return it at all.
"So... How Long Should That Guarantee Be?"
How long could you make it and still sleep at night?
I'm not kidding.
I've found that six months is great... a year is better... Lifetime guarantees, however, can be hugely effective or they can fall flat.
When people see a lifetime guarantee they sometimes think there's got to be a catch.
With all guarantees, it's best to have no strings... no hoops to jump through... no burden of proof. Not only must you have that policy... you must tout it. If you don't scream it from the rooftops, then you're not getting the full marketing advantage of having one.
This brings me to my own little checklist of guarantee "must haves."
"Vin Montello's Five Point Guarantee System..."
1. Whenever you can, make your guarantee a "full money back" guarantee. And as I said, offer this money back for as long a period of time as you can comfortably handle. Note: Clickbank sellers can only offer two months money back. No more... no less.
2. Put little or no restrictions on the return. If it's a physical product, it's okay to ask that the product is returned in resalable condition. But never put any "...prove you did the work and failed" kind of condition on it. These types of stipulations read like you're a jerk who doesn't want to give the refund. People instinctively think, "That's gonna be a hassle!"
3. "Frame and Badge" your guarantee. You know what I'm talking about. That ubiquitous stamp or badge inside the college diploma frame you see on every sales letter. You should know by now that everyone does this for a reason... because it works.
4. Sign your guarantee like a personal promise to the buyer. You'd be surprised how far pledging that you'll honor the guarantee goes to making the sale for you. People trust people who are willing to add their John Hancock. It makes you look like a stand up guy (or gal)!
5. Make it three-dimensional! Don't just say they can return the product. Point out exactly how the process will work. Something like... "Ask for a refund and your money is back in your account in 48 hours. No quarrels... no qualms... That's my promise to you."
There you have it.
Five bona fide ways to ensure that even something as simple as a guarantee can be fully developed to do more than just offer protection. Five ways to make your guarantee the dealmaker instead of the deal-breaker.
You know... I've often said that every inch of your sales copy needs to be working towards persuading your reader to buy. Well... when done right, your guarantee can become one of the biggest persuasion weapons in your marketing arsenal. Everyone needs to start somewhere!
With our community, our training, our support, and our NEW StomperNet levels, you will find exactly what will help you take the next successful step in your business!
Become a StomperNet Member TODAY!
1. Whenever you can, make your guarantee a "full money back" guarantee.
2. Put little or no restrictions on the return.
3. Frame and Badge" your guarantee.
4. Sign your guarantee like a personal promise to the buyer.
5. Make it three-dimensional.
Remember: Next Stomper SEO Intelligence Report:
Friday, August 12, 2011
Next Week's Focus: List Building
FACULTY OFFICE HOURS NEXT WEEK:
TUESDAY, August 2nd 2011 at 9:00pm Eastern 5 Stealth Tactics to Improve Traffic on a Shoestring Budget with Faculty Member Nicole Munoz.
Join Nicole as she shows us: - A cutting edge Facebook strategy to triple your list sign ups
- Simple Video Marketing Strategies that will get you more clients
- Social Media Tips for a Positive ROI
- How to get rankings FAST in Local Search Results
- How to help your Virtual Assistant be MORE effective in LESS time
StomperNet Members: Register Now!
FREE LIVE WEBINARS NEXT WEEK:
WEDNESDAY Aug 10th, 2011 at 7:00pm Eastern List Building Blocks: A Viral List Building Machine that Delivers Better Buyers & More Subscribers with Ryan Garey
If you like the idea of growing a larger, more responsive...profitable...list while decreasing opt-out and spam complaint rates... you'll want to join us for a fresh fun and innovative take on list-building. Ryan Garey, a well known Sales-Psychologist, is the presenter. Trust me, you've never seen anything like this! Ryan had managed a channel of 180 marketing consultants and won the praise of numerous top-tier marketers while at Infusionsoft.com, before venturing out and solidifying his position as THE go-to guy when gurus need innovative ideas and an extra set of eyes on their sales systems. His experience with hundreds of highly intricate and automated sales funnels has given him insights few would ever even get the chance to see, which is why we are so excited to have him present...free of charge...what he feels are the 'elusively obvious' building blocks of building a list filled with buyers instead of 'tire-kickers'! Ryan is known for his enthusiasm in marketing and presenting, but has a very laid back style... so come prepared for great content instead of just a great 'pitch'. For those who saw Ryan Speak at Stompernet Live 10... you know exactly what we mean! We will be sending out more information and even the chance to ask Ryan questions personally BEFORE the webinar to make sure you get your specific questions answered. Register Now!
THURSDAY Aug 11th, 2011 at 7:00pm Eastern Is Self-Help Limiting your Success? with Brian Ridgeway Brian Ridgway has created incredible results in the business AND private lives of his clients...over $150Million in documented revenue in dozens of industries, over $11million in personal sales. More importantly, he has developed a system of life transformation that is getting rave reviews everywhere he goes. On Thursday's webinar, Brian will help you: 1) learn the secret to awaken YOUR unlimited ability 2) master communication in a way that multiplies your sales, your marketing success AND your relationships 3) eliminate the 'little voice' that's constantly derailing your dreams, and 4) transform you business and your personal happiness in MINUTES (yes, really). Brian is getting ready to reveal his landmark, "Level 5 Transformational Sales and Communications Mastery"training, but we got him to do this webinar for free with no pitch. Don't miss this once-in-a-lifetime chance to experience a real Life and Business Transformation on this live webinar. Register Now! | StomperNet. Empowering Your Online Success.
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