Paul Maxey’s latest ‘Total Package’ article is titled “No Strings Attached! “. [Copywriting Article]


Paul Maxey’s latest ‘Total Package’ article:

No Strings Attached!

Dear Business-Builder,

Guarantee. Promise. Risk reversal.

Whatever you call it, it’s one of the most powerful credibility-building tools in your arsenal ““ and a critical component to any offer.

In any transaction between two parties, there will always be risk present. A strong guarantee removes the risk from your prospect, puts them at ease and makes it far easier for them to say “yes” to your offer.

Most importantly, it increases the lifetime value of your customers.

Clayton has 10 distinct steps he uses repeatedly to ensure the power and effectiveness of his guarantees …

“¢Step #1: Repeat, reinforce and summarize your main benefits ““ Summarize and emphasize the most powerful benefits your prospect can expect to receive.

“¢Step #2: Make it personal ““ Give your guarantee a warm, personal touch by writing it in the style of a very personal message. Give it the feeling of an old-fashioned handshake.

“¢Step #3: Weave your USP into the mix ““ Use your guarantee statement as an opportunity to reinforce your USP and offer proof as to what makes your product or service unique.

“¢Step #4: Offer the most effective time period ““ In general, the longer your guarantee period, the better. But this doesn’t hold true in all markets. Test, test, test!

“¢Step #5: Let him know there are NO STRINGS ATTACHED ““ It’s essential that you remove any fears or doubts your prospect may have about what may be hiding in the fine print.

“¢Step #6: Use lots of power phrases ““ Use phrases like “no questions asked” and “no hard feelings” to dramatize the fact that your guarantee is 100% unconditional.

“¢Step #7: Emphasize that returns are EASY ““ Your prospect must know that, in the unlikely event they need to return your product, it will be simple and easy to do so.

“¢Step #8: Promise to RUSH their money back ““ Nobody wants to wait six weeks to get their money back. It’s far better to promise to rush his money back to him and then deliver on that promise.

“¢Step #9: Give your guarantee a NAME ““ Giving your guarantee a unique and memorable name will help ensure it makes a strong impact on your prospect’s mind.

“¢Step #10: Feature it in the right places ““ It doesn’t always have to go at the end of your promotion. Eugene Schwartz was well known for featuring it prominently in his headline and lead copy.
Don’t have the space to go through all these steps? Then simplify it!

Take this week’s Swipe of the Week, for instance. A series of classic advertisement’s for the Successful Investing & Money Management course from Hume Financial.

Their simple, “Triple Guarantee of Satisfaction” takes all the risk off the prospect and places it squarely on their own shoulders ““ and it does so in just a few paragraphs.

Why not try something similar with your next promotion?

Until next time …

Yours for greater profits,

Paul Maxey

Makepeace-Trained Copywriter

Supplement to THE TOTAL PACKAGE

Attribution Statement: This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.

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*IMNewsWatch would like to thank Clayton Makepeace for granting permission to reprint this article.

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