No matter what you are selling, you will almost always want to include some kind of risk reversal.
Sometimes it’s a money-back guarantee. Sometimes it’s a guarantee to replace the product if it should ever break or wear out.
In the service business, it may not be a guarantee to refund a customer’s money, but rather a promise to do something extra to guarantee a certain outcome.
The key is to minimize the risk so that it’s easier for your prospect to say yes to your offer.
Here’s an example of standard guarantee copy:
90-Day Full Money-Back Guarantee
Try our product for 90 days in the comfort of your own home. If for some strange reason you are not totally thrilled with the product, send it back for a full refund (minus shipping costs). But keep the ______ as our gift to you.
Remember, you have a full 90 days to prove for yourself that what we are saying is true. So there is absolutely no risk to you. Go ahead and place your risk-free order today!
Sometimes a clever guarantee will outperform a standard one. So feel free to get creative.
If you’re stuck for ideas, you may want to visit some of your favorite sites to see what kind of guarantees they offer — both their details and how they’re worded.
There is an art to writing good guarantees, and the more you study them, the better you’ll get.
-Ryan M. Healy
P.S. It’s the perfect time to plan fall promotions. I can help. Contact me to discuss. Email at rhealy@gmail.com or call 720-344-7788.
About Ryan M. Healy
Ryan Healy is a direct response copywriter. Since 2002, he has worked with scores of clients, including BoostCTR, Alex Mandossian, Terry Dean, and Pulte Homes. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and is a regular contributor to WordStream.com, BoostCTR.com, and MarketingForSuccess.com.
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