One of the biggest reasons people won't buy from you is because of the risk.
People hate risk and will do anything they can to avoid it.
Which is why, instead of fighting this timeless trait of human nature, and trying to convince people to take risks on our products or services... it can be much faster and easier to simply remove the risk instead.
Here's how:
You simply make a strong guarantee.
Not some limp, "30-day money-back guarantee."
I mean a REAL guarantee.
The kind of guarantee that lets your customers sleep easy knowing you are going to deliver on your promises -- no matter how "outrageous" they are.
There are actually several ways to do this.
And today I'm going to cover three extremely powerful guarantees that work any time, for any product, and in any market.
1. The "100% lifetime money-back guarantee."
The first time I thought about this I got butterflies in my stomach.
After all, what happens if 6 years later half your customers demand their money back?
Relax.
That will NEVER happen (assuming you advertise honestly).
How can I be so sure?
Two reasons:
Procrastination and laziness.
Most people are just too lazy to peel their fannies off the couch to call or write you to get their money back.
And even if they aren't lazy... they'll procrastinate and procrastinate... until they forget your money-back guarantee altogether.
Happens all the time.
2. Another good one is a double (or triple) your money-back guarantee.
Does that make you nervous?
Again... relax.
There are only a few losers (with a capital "L") out there who will go through the trouble of buying from you just to take advantage of your generous offer.
But there are a TON of people who will do cartwheels over the fact you're putting your own cash on the line as "penalty" if they aren't 100% satisfied.
Especially these days -- when charlatans, thieves and other shameless con men abound in the business world.
3. The "I'll buy you a copy of my competitor's product" guarantee.
This is where you not only refund your customer's money... but you also buy them your customer's product, too.
I recently consulted a martial arts school that brilliantly uses this guarantee.
If you aren't happy with their martial arts school... they will both refund your money AND buy you a month of classes at any other martial arts school of your choosing.
You just can't get more "ballsy" than that, can you?
Not only does it literally ooze confidence in what you sell... but your customers will have no choice but to at least try your product or service.
Even if it's just to see how good you really are.
Anyway, those are just a few examples of guarantees that will eliminate your prospect's fear of risk.
Try one of these three guarantees in your next ad and your overall profits will shoot through the roof.
In fact, I can almost "guarantee" it!
About the Author
Ben Settle is a direct response copywriter and author of "The Copywriting Grab Bag". Although Ben rarely accepts clients, he freely shares his latest copywriting secrets and tactics on his website at http://bensettle.com
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