is a supplement to the 'Credibility' chapter,
Once you've established credibility, people believe that your offer is legitimate, that you're an honest business person, and that you're not a fly-by-night con artist looking to rip them off.
That lays the groundwork for making a sale, but that's all it does. It simply lays the foundation for the reader not to dismiss what you are saying outright. You've still got to convince him that not only are you selling a great product/service, but that you are selling a product/service that is great for them.
The problem with generic assurances, promises, and testimonials is that it's easy for the reader to say, "Sure it worked for them, but..." - they probably got lucky / know more than I do / have more will-power, etc.
They've seen enough diet commercials on T.V. to know that just because those lucky folks lost weight doesn't mean they will.
So how do you overcome this skepticism?
Facts, Realistic Promises, and Risk Reversal
List every benefit and reason for buying you can, and do it in a believable manner. Tell them what the product/service can do for them, and back it up with specific facts as much as possible. Finally, use Risk Reversal to reassure them that they just can't lose.
What Is Risk Reversal? In it's simplest form, risk reversal means saying, "This product must work for you or your money back." A stronger guarantee might be:
"You must be overjoyed with our product in every way or we'll refund every penny, no questions asked."
The stronger your guarantee, the more people will buy. That's a fact.
"If this product doesn't triple your money in 90 days, we'll pay you double your money back!"
Double your money back? Sounds scary, doesn't it? In reality, if you offer that, maybe 5% of the people WILL ask for double their money back (that's a 10% loss, 5% x 2 ). But if 40% more people ordered it because of the strong guarantee, you're still ahead 30%!
Think about it:
Keep in mind you can change your guarantee policy at any time. Why don't you try offering an incredibly strong guarantee for a month and see what happens? Marketing is all about testing different offers, angles, headlines, guarantees, etc. You'll never know unless you try it!
A Strange Fact About Longer Guarantees
A lot of guarantees are short: "Guaranteed or your money back within 30 days."
There are two problems with this:
1) People think 30 days might not be long enough and that they might forget to return it soon enough and they'll lose out - so they don't order in the first place.
2) They DO order but with that 30 day guarantee looming over their heads, a couple weeks go by without them really getting to try it out fully, they panic, and send it back just to be on the safe side.
Here's the strange fact:
THE LONGER YOUR
GUARANTEE IS FOR
Why? Because there's no rush to return it, so people just forget about it. I absolutely guarantee you that if you currently have a 30 day return policy, that if you extend your policy to a year, 3 years, or even 10 years, more people will buy and you'll get less returns.
Go ahead and try if for yourself - You'll
My super-secret , never-before-used-on-the-internet method of overcoming skepticism that I've used on client's websites to *consistently* make as much as 1 sale per 8 - 10 visitors, and earn as much as $3 profit per visitor!
This 'closer' works like a charm, and no one (and I do mean no one) is using it online besides me.
(As an aside: Unlike print ads, we on the web have unlimited space to get our message across. At the same time, that doesn't mean we should put every scrap of information on our web site... Not everything is relative to the sale, and readers wouldn't even be able to start to wade through everything to find what they really wanted to know if we just indescriminately plopped everything down in front of them.)
HERE'S MY TRICK:
Once you've given the whole sales pitch and provided a link to the order form, underneath the order form put another link that says:
Click Here Only If You Are Not Ordering
Human nature being what it is, you can
assume that everyone who has read that far will click on it. If they
were already going to order, no problem - they'll come right back and order.
But if they were interested but not quite convinced to order, you give
them a final 'pitch' in a very friendly tone that reassures them how much
they'll love what you're selling. The extra page would be written
in this sort of format:
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