The Money-Back Guarantee
by Jason Ryan Isaksen
A good money back guarantee is another thing your reader
will be looking
for. These days everyone has a guarantee so if you don't, you'll look
like
you're not very sure of your product. Don't make it something
unrealistic
like "I offer a 50 year money-back guarantee!" This sounds like a kid
wrote
it because it's just way too long. The reader isn't even sure if he'll
still be alive in 50 years. Make your guarantee something realistic
like
between 30 days and 1 year.
Don't make your guarantee less than 30 days. The problem
with making your
guarantee less than 30 days is that you'll end up making your reader
feel
like they don't have much time if they decide to return it, so they'll
just
panic and return it fast. There's a condition you may have heard of
called
"Buyers Remorse" and it happens quite often.
Buyers remorse usually occurs
within 72 hours from the time a customer makes a purchase. What happens
is
the buyer suddenly feels like he/she might have made a mistake in
purchasing
what ever item it happens to be that they purchased from you. At that
point
the buyer looks at the guarantee the product came with. If it's a 7 day
money back guarantee, the customer is going to feel like there isn't
much
time left, so they better return it now. Even if it's a 10 or 14 day
guarantee, the customer is still going to feel a little short on time
and be
more likely to return it immediately.
You never want to make your customers feel like they're
on a strict time
limit or time schedule to return your products.
When you offer an extremely long guarantee, your
customer will feel more
relaxed and confident that your product will be as good as you
promised.
But if you give the reader a good amount of time like at
least 30 days, they
won't feel such as strong sense of urgency to make a decision. And
eventually the buyers remorse they felt will go away and they'll become
comfortable with their purchase and keep it. I even like to some times
offer a 90 day guarantee or even a year. By offering such a long
guarantee,
the customer feels almost no sense of urgency and no panic to return
the
product. They figure "Heck, I've got a whole year to keep trying this
thing
out and using it." So they just keep hanging on to it and eventually
they
just feel like they've had it so long and used it so much that it would
not
even be fair to the company at this point to return it. They may even
feel
embarrassed to return something after such a long time.
Here's a secret weapon you can use for guarantees that
most consumers and
marketers don't know about. There's a Federal Postal Law that says all
goods shipped by U.S. or Canadian Postal Services. Not many people know
about that law, but here's how you can turn it into your own secret
weapon.
First, you must understand that many consumers have been
lied to about money
back guarantees in the past. Yah, it shouldn't come as a surprise to
you
that many marketers are con artists, crooks, and frauds that don't
honor
their own money back guarantee. Sure they made the promise, but when
the
customer asks for his/her money back, the marketer often time comes up
with
some technicality why you can't have your money back.
You've probably
experienced this yourself. I know I have. Anyway, by telling your
prospects and readers about this automatic Federal Law that exists,
they'll
trust you more. Mostly because they know that a con artist wouldn't
tell
them about Federal Laws that are designed to protect consumers against
con
artists and fraud. Your prospects, leads, customers, and web visitors
know
it takes a pretty honest person to let potential customers know about
this
law.
You might just add a little disclaimer like this one
below to the bottom of
your website or sales letters to make your customers feel well
protected.
"Federal Law mandates that all orders shipped within the
U.S. come with a
built in, unconditional 30 day money back guarantee. Know your rights
as a
consumer and exercise your rights by returning any and all goods sent
to you
that are not as described by the seller."
Below is a sample of my own guarantee that I use as my
main guarantee.
Order at my risk! That's right! I'll assume all risk so
that you can order
without any doubt or concern. My course comes with a no risk,
satisfaction
guaranteed, 100% unconditional, money back guarantee. There is nothing
for
you to risk since your course comes with an automatic 100%
money-back-lifetime-guarantee. I'd like you to order my course today,
read
it, use it, and if for any reason you're not completely satisfied, just
return it for an instant refund of the price you paid. You have nothing
to
lose and everything to gain. I assume all risk for you!
And don't forgot, I offer a lifetime guarantee because
of that famous rule
of thumb I told you about earlier: The more time you give your
customers to
return your products and services, the less refunds you'll get back.
Yes, a
30 day money-back guarantee will cause you to have more returns than a
one-year guarantee. This is just a time tested and proven fact of
marketing
and human behavior.
Also there are certain words that sound very glamorous
when included in your
guarantee such as: "100% unconditional", "No Risk", "No Hassle", "Risk
Free",
etc. These words all make your money-back guarantee sound even more
irresistible to the buyer.
Copyright Jason Ryan
Isaksen
2009 All rights reserved
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