How to Write a Compelling Guarantee for Your Sales LetterBy Dan Axelrod If you have a product or service to sell, it's essential that you not only have a guarantee in place, but that you make it so compelling that the prospect feels completely safe in purchasing, with no risk of loss. This article will show you how to do that. The first thing you have to keep in mind is that it's not automatically assumed that a customer can get his or her money back if the product doesn't live up to the hype. When someone hears, "100% Guaranteed," they could be thinking "Ok, so he's 100% certain I'll like it, but what if he's wrong? Do I get my money back?" The easy solution to this is to be abundantly clear about the terms of your offer. Explicitly say "money-back guarantee," "100% refund," and even include instructions on the sales page on how they can ask for their money back. Also clearly state how many days the customer has to request a refund. Using "days" instead of "weeks" or "months" has been found to be more persuasive. So if your guarantee is for a full year, say they can evaluate the product for 365 days. The bigger number makes it sound stronger than if you said "1 Year." If you have a physical product, you may want to clarify if the trial period starts when the product is purchased, or when it's received in the mail. Your prospect may wonder how much time the delivery time is eating into the trial period, especially if you're shipping through UPS Ground. You may have noticed a lot of marketers use the phrase "No questions asked," when describing their guarantee. A lot of customers worry about getting haggled or talked into keeping the product if they request a refund. Some unethical marketers intentionally try to keep the customer talking over email until the refund period has passed and it's too late. Ideally, you make the customer feel that not only will he be refunded without a hassle, but that there will be no hard feelings and that he or she is welcome to do business with you again. Including "We'll part as friends," or "You'll still be welcome to do business with us in the future," can be very helpful. Remember that people in general are very averse to both conflict and disapproval. The fear of your contempt can be enough to avoid a purchase altogether. A way to be even more persuasive with your guarantee is to let the customer keep part of the purchase, even after the refund. A lot of marketers allow their customers to keep the bonuses advertised on the sales page. Last, but not least, explain your guarantee in a separate box, and include an "official" looking seal that says something like "100% Guaranteed". You'll find that this increases your conversions quite a bit. Work all of these tips into your next sales letter, and you'll be very pleased with the amount of sales you get. Dan Axelrod is a freelance sales copy writer who specializes in the self-help, health, and internet marketing niches. He is available for consultation on website and direct mail sales letters. Visit his website at http://www.realsalescopy.com.
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