Copywriting tips: 3 things you'd better NEVER put in your guarantee
Yesterday, we were talking about the 4 things you must include in your guarantees.
Today, we’ll go the other way. There are a few things you never want to do when it comes to guarantees, so let’s go through them, right now.
1. Never issue a “conditional only” guarantee.
And that’s because you’re implying there’s some kind of a ‘catch’ to what you’re selling. People need to know there’s no risk buying from you at ALL. Not, “there’s only a risk buying from you after you buy and the product doesn’t deliver.”
There’s a very subtle but incredibly important difference between these two, and your guarantee needs to operate in favor of your buyers. After all, that’s who you’re doing this for, right?
2. No legal mumbo-jumbo.
Having a guarantee followed by 26 lines of exclusions that make it read like your homeowners insurance policy… isn’t the way you want to go with this.
Doing this makes you look like every other weasel out there, which again, makes your guarantees pretty meaningless.
(If you don’t think you can use a guarantee, unless you have disclaimers like this, then make sure you go through Chapter 23 in my book, where you’ll find LOADS of things you can guarantee without stressing out.)
3. Don’t have a guarantee that reads like the Encyclopedia Brittanica.
While there’s nothing wrong with having two guarantees – one conditional and one unconditional, if you’re going to have a conditional guarantee, make it ONE very easy to understand condition, only. If the only time your customers can use their guarantee is on a Monday between 9 and 11pm, when the full moon is out and the temperature is between 36 and 38 degrees and it’s a blustery day… that’s not a guarantee. That’s a scam.
Remember, guarantees are for good people who are genuinely interested in what you’re selling, but might not be familiar with your work. They’re NOT set up to prevent scammers from ordering. (You really can’t prevent this with or without your guarantees.)
Guarantees are just about doing the right thing… for the right people.
Now go sell something, Craig Garber
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