Describe advanced techniques for crafting compelling guarantees and risk reversals in marketing copy.
Crafting compelling guarantees and risk reversals in marketing copy is a powerful way to alleviate customer anxieties and objections, making them more confident in their decision to purchase your product or service. Advanced techniques go beyond simple guarantees and focus on building trust, demonstrating confidence, and removing all potential barriers to purchase. These techniques should be genuine and reflect the actual level of trust you have in your product and company.
Here are some advanced techniques with examples:
1. Unconditional Guarantees: Offer a guarantee with no strings attached. This shows immense confidence in your offering.
Example: "We're so confident you'll love our product that we offer a 100% money-back guarantee. If you're not completely satisfied for any reason, simply return it within 60 days for a full refund, no questions asked." This removes any hesitation the customer might have about trying the product. The lack of conditions makes the guarantee very compelling.
2. Extended Guarantees: Lengthening the guarantee period can significantly reduce perceived risk, especially for products with a higher price point.
Example: "Try our service risk-free for a full year. If you're not completely satisfied, we'll refund your entire investment. We believe in our product that much." This makes the offer more enticing and displays confidence in its long-term effectiveness. The time period is important. If a user isn't satisfied over the period of a year that may be a sign they won't be and the product is likely not a good fit.
3. Performance-Based Guarantees: Guarantee specific results or outcomes, rather than just satisfaction. This works well for services or products that promise measurable improvements.
Example: "We guarantee that you'll increase your website traffic by 20% within 3 months, or we'll continue working for free until you do." This provides a concrete assurance of value and aligns your interests with the customer's. Provide clear terms and a tracking method so the customer knows the score.
4. Double Guarantees: Offer a combination of guarantees, such as a satisfaction guarantee and a price guarantee. This reinforces the idea that the customer is getting a great deal with minimal risk.
Example: "Not only are we confident you'll love our product, but we also guarantee the lowest price. If you find a lower price elsewhere, we'll match it and give you an additional 10% off." This covers multiple potential objections and creates a strong sense of value.
5. Risk Reversal with Bonuses: If the customer isn't satisfied, not only do they get their money back, but they also get to keep a bonus item. This dramatically reduces the perceived risk and can be incredibly persuasive.
Example: "Try our course for 30 days. If you're not happy with it, we'll refund your money in full AND you get to keep all the downloadable templates as a thank you for trying!" This softens the blow of a potential failed purchase.
6. Partial Guarantees: These guarantees are useful if you are not confident enough in the value being delivered by your product, or if you have run prior tests and found that customers rarely follow up with the request for a guarantee refund.
Example: "If you are not happy with our product and you inform us within 30 days, we will offer a 25% refund on your purchase". This provides customers with a chance to get something back if they are unsatisfied.
7. "Best in Business" guarantee - This guarantee assures users they are getting the best value for their money and that you are ahead of the competition. It comes in many forms, like the guarantee about product functionality as well as customer support.
Example: "if you are not satisfied with our service in any way, we will be happy to arrange a meeting for you with our experts to work with you and ensure you are. While other companies may offer assistance with your product and show you the basic features, our product experts will set up 1-on-1 video calls at your convenience to troubleshoot your concerns."
Key Considerations When Crafting Guarantees and Risk Reversals:
Make Them Believable: The guarantee should be realistic and align with your product or service. An overly generous or unrealistic guarantee can actually raise suspicion.
Make Them Easy to Understand: Use clear, concise language that is easy for customers to understand. Avoid legal jargon or confusing terms.
Make Them Easy to Claim: The process for claiming the guarantee should be simple and straightforward. The customer should not have to jump through hoops to get their money back.
Prominently Display Them: Guarantees are only effective if customers know about them. Prominently display your guarantees on your website, in your marketing materials, and during the sales process.
Train Your Team: Make sure your sales and customer service teams are fully aware of your guarantees and know how to handle claims.
Deliver on Your Promises: The most important thing is to honor your guarantees. Nothing damages trust more than failing to deliver on a promise.
By crafting compelling guarantees and risk reversals, you can overcome customer objections, build trust, and increase conversion rates. The key is to offer genuine assurances that align with your product or service and that demonstrate your commitment to customer satisfaction. Don't make empty promises, or you risk harming your brand reputation.