Tuesday, 4 December 2007
Marketing Tip - Guarantees
| Many consumers are reluctant to purchase products without a guarantee. Many businesses I see are reluctant to offer guarantees because they are worried they will be inundated by people taking advantage of them. This is particularly true of service businesses - they don't consider their services are appropriate to offer guarantees. However, offering a solid guarantee is one of the most powerful ways of removing objections to purchase. Think of IGA's 200% meat tenderness guarantee - they replace the meat as well as refund your money. Avon has a 100% happiness guarantee - like it or you get a full refund. Both companies get great sales as a result. But it isn't just for the "big players". Small business also should consider guarantees. I offer a money back guarantee with my Instant HR Policies Manual. Even with copywriting I offer a 100% refund guarantee - if I can't get your copy the way you want it on your second draft, I refund your commencement deposit and you pay nothing. If I don't meet our agreed deadlines and the brief didn't change after we set the deadlines - you are only up for your commencement deposit. Link your guarantee to the most common objections people have about services like yours - with copywriting it is people not meeting deadlines and the copy not up to standard. So ... have I been inundated by people demanding their money back. No. I have only had one person in all the time I have worked where I couldn't reflect their direction in their copy and I was happy to not charge them. What could your guarantee be? Think outside the square to find your guarantee. Make it real - make it big - make it believable. Until next time Ingrid Cliff Heart Harmony www.heartharmony.com.au Business Development for small to medium businesses ... through marketing and copywriting Labels: avon guarantee, copywriting, copywriting guarantees, guarantees, IGA guarantee, marketing tips |
