Direct Marketing Strategies – Almost always overlooked: 3 things you'll miss without this
I can’t emphasize enough how important it is to use guarantees in your offers. But not for the reasons you’re probably thinking.
In fact, guarantees are so important, I’ve even used them when I’m giving free information away. There is virtually NO downside to using guarantees unless you’re just selling garbage. In which case, you shouldn’t be in business anyway, and you’re going to get what you deserve, soon enough… one way or another.
There are 3 critical things guarantees do for you.
1. Eliminates risk.
This one’s a no-brainer. If buyers (especially new buyers) don’t believe there’s any financial risk associated with buying from you, you’re going to generate a lot more sales, plain-and-simple.
This removes a major barrier you going to HAVE to overcome, one way or another, so… you might as well overcome it as swiftly and cleanly as possible, with a guarantee.
2. Establishes integrity.
There’s another risk people take when they work with you besides financial risk. And that is, the emotional risk of being disappointed. And disappointment is actually a very devastating component of any relationship — business or personal.
See, the truth is… you can always earn more cash. But… you can’t “undo” an emotional disappointment, can you?
No, you can’t. Not really.
So your guarantee not only removes financial risk, but it also gives your buyer comfort you’re not going to disappoint them. And the longer your guarantee is for, the more you’re letting your buyer know, “Not only are you NOT going to be disappointed, but you’re actually going to be thrilled!”
Which is why, by the way, I give a LIFEtime guarantee on my book. Because you’ll miss THAT much, without it.
3. Lastly — and this is something that’s been lost over the years — offering a guarantee is just the “right thing to do.”
You see, in today’s day and age where there really is no ‘service’ in the service business any more… and where mediocrity has become the new excellent… giving someone a guarantee sets you so far above your competitors, it’s often a unique positioning tool, in and of itself.
And who doesn’t want that?
Now go sell something, Craig Garber
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