Nobody Should Be Allowed To Have Anything To
Do With Advertising Until They’ve Read This About
The Guarantee. by Lance Jepsen
The guarantee is the most powerful tool that your Internet
marketing business has to gain trust. Marketing research has
shown that the biggest obstacle that you have to overcome within
your prospects mind is the fear of being scammed. The biggest
fear within your prospect's mind is that he feels he is taking a
major risk by buying from your marketing company. A money-back
guarantee, using good marketing communications to deliver, will
reduce the perceived level of risk within your prospect's mind.
To really grab a prospect's attention and completely eliminate
the perceived risk, offer a double your money back guarantee in
your Internet marketing online. Out of hundreds of different
marketing strategies out there, this is by far the most
profitable for your Internet marketing business.
When you think about it, you already have a guarantee in place.
Are you actually going to tell your customer no if they ask for
a refund? If you sell an information product like an e-book or
software program, then credit card companies will give your
customer a refund after 30 days if they complain whether you
like it or not. Even Paypal has a dispute process that usually
sides with the customer. Therefore you have a guarantee in place
whether you advertise it in your Internet marketing online or
not. Marketing research has shown that having a guarantee in
place will increase your sales anywhere from 30% to 300% and
more. It does not make sense to have a guarantee in place but
not to include it in your Internet marketing online. You can
convert more prospects into paying customers by including a
guarantee in your marketing communications.
Marketing guru Ben Hart, offers $900 seminars on Internet
marketing online. He gives a guarantee that if by 12 noon on the
first day you do not think that you have gotten marketing
strategies that are worth at least double the $900 cost of the
seminar, he will not only refund the money you paid for his
seminar, but pay you an extra $300 for your time wasted. Now
that is a guarantee that catches peoples attention. You would
have to be a complete idiot to pass up a guarantee like that.
The purpose of your guarantee is to command your prospects
attention. You want your prospect to think wow when he reads
your guarantee. If your prospect is wowed by your guarantee,
he'll dive deeper into your sales letter to find out the details
that justify such an awesome guarantee.
You might be wondering how much this guarantee has cut into the
profits of Ben Hart's Internet marketing business. Incredibly,
the answer is nothing. Not one customer has cashed in on Ben's
amazing guarantee. Not only that, but the guarantee led to a
sign-up rate increase of 55% for his seminar. This guarantee
grabs attention and sets Ben Hart's Internet marketing business
apart from his competition.
There are a few marketing strategies you can use with a
guarantee. Another attention commanding guarantee that Ben gives
is that he will guarantee his sales letter. Mr. Hart will start
off his sales copy with something like, "This letter is
guaranteed." The guarantee that Ben Hart has is that if anyone
reads his letter and feels like it was a waste of her time, he
will give $25 to the charity of her choice. She must reply to
his letter saying that it was a waste of her time to collect on
the guarantee. This letter tripled the response of Ben's sales
copy. A couple people did take Ben up on his guarantee, but the
hugely positive response far outweighed the costs. Now that is
an attention-getting guarantee. Have you ever heard of a sales
letter being guaranteed? Can you take this strategy and use it
for your Internet marketing business? You bet. You can guarantee
your landing page. You can put this on your landing page, "This
webpage is guaranteed." Remember, you want to do things that
make your business or service sticky and that set you apart from
the competition.
Marketing research shows that you must draw your prospects
attention to your guarantee. Too many businesses have a
guarantee in place but it's buried somewhere in the fine print.
Don't do that. Put a fancy border around it. Make it in a larger
font. Use bright colors. You want to make sure that your
prospects see your guarantee. Go to a service like iStockPhoto
and purchase an image for a dollar. Do what it takes to draw
attention to your guarantee. Make your guarantee the centerpiece
of the sales copy for your Internet marketing business.
About the Author
Lance Jepsen author of Internet Marketing : Profits That Lie Hidden In Your Website How To Triple Your Web Sales In 25 Days. Lance is the founder of Confab Publishing. His print
ads, sales letters, and Internet marketing strategies have generated more than $10,000,000 for clients over the last decade.
