The Real Value of a Guarantee
by
Hugh Chewning
When it comes to decision making, I have a simple approach. If I believe the outcome might be something I wouldnt want my mother to know, I dont do it. When writing a direct mail package, I follow a similar rule. I don’t promote a product or sell an offer if I can’t include a guarantee.
There are two reasons to offer a guarantee:
First, its the right thing to do. A meaningful guarantee shows that you believe in your product. And, when youre asking for someone elses money, you should believe in what youre sellingif not, dont do it.
Second, you’ll want to offer a guarantee because it can build profits.
Buyers have many reasonsreal or imagined–not to respond to your offer. Whether were fundraising or selling a product online or via direct mail, were asking the prospect to trust us to deliver what we promise. And if we don’t overcome whatever doubt the prospect may have, were not going to close the sale.
A powerful guarantee demonstrates that you believe in your offer. Its your written assurance that you accept responsibility for the quality of your product or service. Its the promise for a good customer experience and helps remove any buyer hesitation that might otherwise jeopardize the sale.
How to write a guarantee
In clear, easy-to-understand language, you need to explain:
What service or product is being promised
How this product or service benefits the buyer
Any terms, conditions or limitationsmust the buyer register the product; are you offering a full or prorated refund; will you replace the product or repair it; is the warranty for 120 days or 90 days, etc.
How does the customer file a claimcall a toll-free number, go to a Web site or return the item to the store, etc.
If the buyer has a problem, what exactly can they expect from you.
Keep the guarantee short and to the point but tell the customer everything they need to know. Don’t include legal language but make certain the legal department approves the guarantee before it goes to print. If you must include legalese, work it onto page two or three of the letter but under no circumstances, mark the guarantees text with an asterisk. Asterisks are an admission that youre not telling the full truth.
Make sure people see your guarantee
Position the guarantee where people can see it. Put it in the letter near the closing and mention it in the postscript. Also, add the guarantee to the response form and any brochure or freestanding insert. Even consider including a separate “Guarantee Certificate” insert.
Put a certificate-style border around the guarantee to make it stand out. In the letter copy, introduce the guarantee with a sub-headline and double indent the text to catch the readers eye.
Put the guarantee on your Web site, the products landing page, the checkout page and on any collateral material. Let everyone know that you’re proud of your product and will do all you can to insure customer satisfaction.
Make your guarantee stronger
The stronger the guarantee, the fewer reasons the prospect has to hesitate or feel uncertain before responding.
If youre offering a Money-Back Guarantee, why not offer a 100% Money-Back, No-Risk Guarantee. Also, consider a Double Your Money Back Guarantee. And if you offer a 1-Year Guarantee, consider a 3-Year Guarantee.
You can make it easier for the prospect to make a buying decision with a strong guarantee. And, as long as its believable, the more powerful the guarantee the better.
Make it easy
The guarantee must be hassle-free for the customer. The customer needs to know that all they need to do is return the product and you will promptly send a replacement or a full cash refund. No questions asked.
If the customer must return the product, include free shipping. (Think Zappos.) You may even want to write a brief note and include a small gift as an apology.
The true value of a stronger guarantee
To gain a few extra dollars, a few people will take advantage of your guarantee. But the vast majority of people are honest and a strong guarantee will reduce buyer reluctance, boost sales and help build customer loyalty.
By letting customers know that you value their business, they will be less likely to try another companyeven if the competitions price is a few dollars lower. A strong guarantee is a promise of a satisfactory shopping experience and gives the consumer confidence to make the purchase.
And regardless of how much it costs to honor your guarantee, it will be much less than the cost of replacing an unsatisfied customer.
I guarantee it.
Hugh Chewning is a direct mail specialist proving copywriting, strategy and consulting for consumer, nonprofit and business-to-business groups. Visit his blog,
Direct Mail Insight
for free easy-to-use tips to boost your response. And, for information on his free, no-risk package critique visit his web site,
cdmdirect.com
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