You’re competing with lots of other products in the marketplace. The person reading your sales letter, whether online or offline, probably has doubts about your claims and wonders whether your product will really work for them or not.
We’ll talk later about the power of testimonials to help overcome these doubts. But, aside from testimonials one of the biggest weapons in your marketing arsenal should be a strong guarantee.
You need to place the risk of loss for purchasing your product on yourself rather than the customer. Risk reversal removes that risk of loss from your customer, whether they need to justify their purchase to a spouse, business partner, or just within their own mind, and places it squarely back on you.
You remove that risk with your guarantee. If a customer buys your product and it doesn’t meet their needs they can return it for a refund. You’ll have to decide how long your guarantee period should be and whether it’s going to be a conditional or unconditional guarantee. Take a look at what others in the market are doing.
Your merchant account provider will be extremely interested in your guarantee. The longer your guarantee period the less they will like it because it increases their potential exposure for a longer period. 30 to 45 day periods are the norm in the industry, but you’ll have to decide what works best for you.
Will you have the occasional buyer who takes advantage of your guarantee? Sure you will. Just consider it a cost of doing business. The additional sales you generate from having a strong guarantee will more than offset the refunds you may have to issue to dishonest people.
