Impulse-boosting guarantees

In virtually any sales letter, one of the most defining moments is when your readers reach the point where they read the guarantee for the product or service that you’re selling. This point is where most times the “buyer’s balance” is tipped in either way; so today, I’m going to give you a 3-step, easy-to-apply strategy that you can use to increase the impulse of your prospects to pull out their wallets and buy from you.

While most websites (and print sales letters) offer the so common “100% satisfaction guarantee”, it is not enough in today’s marketplace. Prospects need some real reassurance that they will really like the product or service and that their investment is protected.

Here are the 3 secret elements that will tip that balance in your favor:

a) Make your guarantee personal.
After you write your guarantee, sign it or put your name on it (this shouldn’t be hard if you honestly believe on the product). People are always more likely to buy if they can relate, so give them a human face and name to relate to, and watch your sales soar.

b) Turn your guarantee into a sales proposal.
If you did your homework in researching your target market well before writing your pitch, you’ll know exactly what it is that the prospect is looking for in your product. As David Ogilvy put it “You’ll know the product’s inherent drama”. Now, take that knowledge and put it to use it in your guarantee!

c) Make your guarantee better than risk-free.
This is done to show the prospect that you really value her and that you show her you appreciate her trust. Craft your guarantee so that even if the customer asks for a refund, she ends up better than if she hadn’t ordered at all.

Can you see how a guarantee crafted with these 3 elements in mind is so much powerful than a plain-vanilla satisfaction guarantee? Go ahead right now and change the guarantee for your latest product or website using this strategy and do some testing… you’ll become a believer in a matter of hours!

For great examples of impulse-boosting guarantees in action, just click on any of the “Copywriting training” links in the sidebar. When you read those sales letters and see how each is seamlessly tied with an impulse-boosting guarantee, you’ll see exactly what I mean… an irresistible impulse to buy.