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How To Write Compelling Copy-Lesson #6- Guarantees

Posted on 21. Jun, 2013 by Faye Bond in Blog, copywriting, Marketing

In Lesson 1 we talked about how your copywriting needs to be kept simple in that the aim of writing is to get the first sentence then, then the second and so on.

In Lesson 2 we talked about crafting compelling headlines that engaging, entertaining as well as educating your reader as it’s all about them.

In Lesson 3 we discussed the different categories of headlines, the six questions you need to ask yourself, along with the four Us that give you the perfect formula to crafting a headline that works.

In Lesson 4 we discussed the structure of persuasive copy and focusing on the reader… not you the writer.

In Lesson 5 we looked into the stressing benefits not features of your product or service.

And now in Lesson 6, we will delve into giving a rock solid guarantee. A guarantee that you stand by the product or service you are selling.

John Carlton, top Internet marketing copywriter states that you need to ‘Reverse All Risk’. Reversing risk for your prospect, so he feels safe about buying from you, because you’ve shouldered all the burden of proof and satisfaction. Sounds easy but many have failed to make it real and convincing.

This is one of the most powerful ‘back-up elements you’ll ever have in your offer… and it better be right, or your prospect will never become a customer.

Your guarantee must mean something to the prospect. It must answer their objections, their fears of getting taken for a ride or being made a fool of. Know what these fears and objections are so that when it comes time for them to turn reader to prospect to customer they will hit the buy now button.

You shoulder all the risk! The prospect wants the product or service, they are dying for it, they are ready to pull out their wallet and pay for it… if only… if only he could hold down the doubts about buying something he can’t see.

Well he can. He can hold squelch the doubts… because you are taking all the risk. The prospect orders, gets the product or service and if he’s not happy, he can simply return it and get his money back. Because you have shouldered all the risk he can take his sweet time.

Here’s is a sample guarantee that I’ve used on starting your business online with the Strategic Marketing Roadmap.
 

Insist that he return it for a refund if he’s unhappy. He doesn’t have to give a reason. His word is good enough. Make your guarantee a feature of doing business with you.

The next and last lesson talks about inciting action to turn your prospect into a customer and how to upsell.

Faye Bond

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Tags: copy, copywriting, Guarantee

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