Writing

Uncertainty Kills Your Sales. A Strong Guarantee May Bring Them Back.

O. Sentrec

• 1 min read

When it’s time to click the buy button, your potential customers hesitate.

There's risk in buying your product. People hate risk.

“What if I don’t get what I have paid for?”

“What if the product has worked for others but doesn’t work for me?”

“What if it’s a waste of my time?”

Uncertainty can kill your sales. Stop “what if” questions by transferring the risk from your customer’s shoulders to yours.

How? With a strong guarantee.

The right guarantee has the power to turn your offer into a no-brainer.

There are three basic things you can guarantee: Your product, your service, and the results.

It’s Not Always About Money

When writing your guarantee, keep in mind that it’s not always about money. It’s also about:

  • Time — The time your prospect spends researching, comparing options, and making the final decision.
  • Risk of failure — When buying something for another person, you want to get it right.
  • Reputation — When purchasing something on behalf of your company, your reputation is on the line, and you want to choose wisely.

4 Basic Elements to Include in a Guarantee

1. A statement letting the prospect know you believe in your product:

  • “We are so certain you’ll love [INSERT PRODUCT OR SERVICE]…”
  • “We provide the finest [INSERT PRODUCT OR SERVICE]…”
  • “We believe so strongly in [INSERT PRODUCT OR SERVICE]’s ability to [BENEFIT]…”

2. A reasonable amount of time to try the product. Longer periods work better and usually have fewer returns. You can choose a standard 30,60 or 90-day money-back guarantee. Or, you could go wild like Zappos 365-day guarantee, “If you are not 100% satisfied with your purchase from Zappos you can return your item(s) for a full refund within 365 days of purchase.” Or a lifetime guarantee.

3. A clear explanation of what will happen if the client is not happy with the product. You should write down your terms and conditions. They should be very clear and easy to find.

4. Honesty, transparency, and clarity. Guarantees should build trust.