Is Your Guarantee a Marketing Asset?
As we’ve mentioned before, people are skeptical and nobody likes to get ripped off! One of the ways you can lower the perceived risk of doing business with you is with a strong guarantee.
A money-back guarantee transfers the risk off your potential customer’s shoulders and onto yours. It’s a marketing asset to be able to tell your prospects, “Give us a try, because if you’re not satisfied we’ll refund your money in full. There’s no risk!”
So, what are the elements that make a guarantee strong and effective?
The longer your guarantee the better. For instance, all things being equal a 90-day guarantee is stronger than a 15-day guarantee. A short guarantee may not give people enough time to comfortably evaluate your product and decide whether it’s for them. They’ll feel rushed and may just return it without really trying it out to avoid having the deadline expire and being stuck with it.
Do your best to make your guarantee “no strings attached.” The more conditions you put on the guarantee, the less likely prospects are to trust you and buy from you. Strive to give your customer the benefit of the doubt. Accept refund requests even if the buyer is slightly late in requesting the refund.
Do not hide your guarantee. Print your guarantee in the same type size as the body copy or bigger. Put the headline “Your Money-Back Guarantee of Satisfaction” in large, boldface type.
Remember, when you’re seeking to attract new customers you’re asking people to take a leap of faith. Your guarantee can go a long way towards reassuring potential customers that you’re the right choice.
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