Adding a guarantee to your offer will boost sales, period.
So today you’re going to discover a copywriting secret that will let you overcome the final hurdle when it comes to making sales online.
Today you’re going to demolish customer objections and practically force them to pull out their credit card and buy your product or your service.
You see, during some research I stumbled across a sales page that I had the urge to fix.
It got my creative juices flowing and I figured it might be a massive benefit to the Profit Copilot audience, too.
I thought I’d do a little bit of copywriting on the fly and run you through part of my process.
On sales pages we usually have the buy button towards the end, and include a money-back guarantee.
We remove the risk of purchasing.
I’m going to give you an idea of the kinda thing that I like to write when adding guarantees, to give prospects peace of mind.
When your prospects have peace of mind, it overcomes the final barrier to making the sale.
That’s why they’re so important on our sales pages.
For example shooting from the hip, I could write something like:
Listen, you and I both know there are dozens of products just like this one.
So you are free to try them all out and then we will see you back here when they haven’t delivered on their promises.
And that’s why we offer a full 60 day ‘no quibble’ money back guarantee money guarantee.
The Science Bit
So what’s happening here?
First of all, when I use the word ‘listen’ it’s because people reading it enter an auditory state.
When people are reading, they naturally enter an auditory state of mind.
If you’ve looked at any of the NLP stuff that I’ve covered in previous videos and blog posts you’ll know that there are three main states that we exist in – and we move through each state depending on what we’re doing.
We enter an auditory state because we’re engaged with our internal dialogue.
Then I use another very powerful word which is ‘you’.
So ‘listen, you’.
Then I’m creating a little bit of a rapport with ‘you and I both know’.
Because the people who are considering this product are probably looking at lots of other products too we have to acknowledge the existence of our competition – just a little bit.
But if you are the market leader in your niche then you don’t need to do that.
I’m going to assume that you’re not the biggest name in your niche (at least not yet, anyway) so we do have to acknowledge that other products exist but in doing so we have to infer that they are inferior.
I’ll show you how to do that in a second.
But first we say ‘you are free to try them all out’ – this is such a powerful statement.
We remind people that they don’t have to purchase from us, and remind them that they have the power to choose this product or not.
This gives people a sense of power, and they’ll love you for it.
Next we infer that the other products on the market are all inferior because they are going to waste your prospects time, and you’ll see them back on your sales page when they realise it.
This approach to writing guarantees is incredibly powerful.
We’re covering so many different bases on a psychological level.
And then finally we tell them that’s why we’re offering a full 60 day money-back guarantee.
We’re giving them a reason.
When we give prospects a reason, or justification for something, we give people everything they need to believe into our message.
And then take action as a result.
In my example I’m using a ‘no quibble’ guarantee to absolutely remove any form of risk.
This is to help the prospect understand that if, for whatever reason, the product isn’t right for them they won’t have to struggle or fight to get their money back.
So there you go, that’s what I might write on the very first draft.
Of course I’d spend more time refining things a little bit more but I think it’s a fairly good start and the core elements of what we need are in the paragraph.
And that’s really what I wanted to show you today, just the core elements – the stuff that you can take and use in your own sales copy to improve your conversion rates.
So if you found this useful remember to share it with others who might benefit – they’ll probably be thankful to you. And it would be a massive favour to me too.