Guarantees That Knock Customers Off The Fence
Put yourself in your client’s shoes. No strike that.
Put yourself in your prospect’s shoes a prospect being someone you’ve never marketed sold to or married before.
She doesn’t know you; she doesn’t trust you and she couldn’t care less if you drop dead tomorrow.
But through deft marketingyou’ve captured her attention! Her eyeballs are yours!
And she believes as she scans your sales copy that you just might be selling something she wants. No strike that.
She immediately realizes via a great headline and lead that you’re selling exactly what she wantsor something she thinks she wants same difference.
Let’s say it’s a book a cream a doctor or a pill that’ll help her lose weight.
Now if you’ve ever tried to sell weight loss products you know how sisyphusian a task that can be. Weight loss products are a wasteland of failed talismans potions and quackery despite “A”quality copy offers and celebrity endorsements.
Why? Because…
There’s only one way to really lose weightand keep it off
And if you think it’s through exercise or diet or bothyou’re half right.
The only way to lose the blubber is through the 3D’s otherwise known as determination dedication and downright doggednessanything else is just lowfat salad dressing.
But I digress.
So your prospect let’s call her Julie is hesitant to order your product because… well there could be lots of reasons. For example:
- You didn’t provide compelling proof or credibility to back up your claims
- Your sales copy loses steam in the middle and runs off on different tangents
- You didn’t mine and exhaust the list of deepdown benefits your product provides or you didn’t fully dimensionalize them
- Your sales copy from beginning to end doesn’t lead Julie inescapably to the “Order Now” button
- Your website/brochure/sales letter looks like it was created by a designer who wants to be and artist and win awardsnot make sales
- You have no testimonials or endorsements
- You don’t clearly and unequivocally ask for the order nor do you mention the terrible consequences of not ordering
- There’s not enough personalization and “you speak” in your copy when Julie reads your ad/sales letter she has to feel as if you’re talking to her not a faceless festering blob of cellulite
There’s more of course; the list goes on and on….
But let’s say you’ve provided all of the above and more. Yet Julie still won’t show you the moneyeven though you’ve absolutely persuaded her that your blubber pulverizer works.
Why might she still be hesitant?
Well she’s fallen for other blubber blasters before too many in factand still can’t zip up her pants.
And in these scary economic timesshe can’t risk of losing more money on more blubbery promisesregardless of how much her hips thighs and seat swell.
Allay her fearsremove all the risk
Offer Julie what I call a “gifted guarantee”.
I know very few of us value or trust guarantees anymorethey’ve lost their marketing effectiveness due primarily to thoughtless copycat construction.
Like so many newspaper ads they’re a blur of meaningless unconvincing verbiage.
Others are way over the top…
“Lose 50 pounds in one week! Erase all stretch marks in 3 days! And have the movie studios calling you by tomorrow nightor your money back!
Such a guarantee is patently stupidand would convince only the equally stupid.
And yet even though Julie doesn’t believe or trust your guaranteesshe still wants you to offer her one.
A guarantee is like a presidential election promise. Everyone wants to hear and applaud how Obama and McCain are going to lower taxes grow the economy and keep America strong domestically and globally.
Yet everyone knows whoever becomes our next president it’ll be business as usual on Pennsylvania Avenue come Januaryand nothing will change.
So even though Julie is distrustful cynical and maybe even scaredshe still wants to believe you can help her.
She wants you to tell her everything will be all right and she won’t be taken to the cleaners again and have the waist on her skirts and pants taken out.
So how do you craft a guarantee that combines the eloquence and hope of Obama with the honest and straightshooting nononsense approach of McCain?
How indeed do you overcome that last hurdle between you and Julie’s money?
Crafting an unusually effective and convincing guarantee
The fist thing you want to avoid is to make your guarantee read like everybody else’s.
If your guarantee sounds obligatory perfunctory and commonplace e.g. “Your money back if not 100 satisfied” not only will Julie’s jaded eyes ignore or miss itshe’ll completely discount it. That is to say she’ll not be in the least bit persuaded by it.
So rather than write a guarantee that reads like a limp handshakepower it up. Explain it and sell it!
Explain why you’re offering it why it’s worth more than the paper it’s written onand why there’s no reason to doubt it.
Your guarantee is part of your offermake it attractive and absolutely believable. Make it part of the running text and a few paragraphs long.
But remember if it sounds too good to be trueyou’ll lose the sale.
And by all meansbe imaginative. If your guarantee is distinctive enoughit might even become your USP unique selling proposition.
Domino’s Pizza…
…Built an empire base on their guarantee: Delivered in 30 minutes or it’s free.
Do the same thing with your guarantee! Think outside the pizza box. But never make a promise you can’t keep.
Instead of offering a typical and boring 30day guaranteemake it a 6month or 1year guarantee.
Tests actually prove the longer the guarantee the less the returns.
Why? Because when Julie realizes she’s got only 30days to ask for her money backshe’ll remember that you can bet on it.
But tell her she’s got a yearshe’ll fuhgedaboutit!
And while you’re at it if you’ve got a truly killer cannotfail productwhy not offer a doubleyourmoney back guarantee!
Sure you’ll attract a number of lowlife’s trying to score some “free usage”but they’ll be nothing compared to the increased traffic and orders you’ll receive when your offer/guarantee goes viral.
And whatever you do at the very leastmake your guarantee bigger better and bolder than your competition’s…
And then… lo and behold… guaranteed success!
Barry
Barry A. Densa is one of Americas top freelance direct response copywriters. Visit www.WritingWithPersonality.com and see how easily and quickly Barry converts prospects into buyers using salesmanship in print. And while there sign up for his highly regarded FREE ezine: Marketing Wit Wisdom!
About the writer: Barry Densa is a freelance direct response copywriter who often injects a wry sense of humor into his powerfully motivating copy. Subscribe to his popular free ezine “Marketing Wit Wisdom” when you visit his website at www.WritingWithPersonality.com where you’ll see how Barry persuades readers to buy inquire or subscribe using “salesmanship in print”.
Attraction Marketing Strategy
Have you ever wondered how to get people to buy products or services using an attraction marketing strategy from your blog or website? Egoods marketing strategy is what people are seeking out. Unless you are a super affiliate the chances are found this article because you need and want more information guidance or advice with your internet marketing strategy and egoods product strategy.
How is an internet marketing strategy any different than any offline marketing plans? Well they’re really quite similar. Sure you want to be found by the search engines and know how to use keywords but if thats your only internet marketing strategy you are surely headed for failure! What you need in order to be successful online is a solid egoods product strategy. Your in luck. What you need to learn can be found right here.
Incidentally your success is greatly improved when you first learn affiliate marketing and start to promote other peoples products on your blog or website.
The ultimate goal although not totally necessary is to have your own product to sell but first you need to learn about affiliate marketing. A lot of people are content at internet marketing solely as an affiliate and there are some advantages to this. They don’t have to worry about shipping packaging customer service returns etc. Their primary goal is to presell the product make the sale for a commission and in turn; earn a decent income from affiliate marketing.
Blogging
This is a great attraction marketing strategy that should not be overlooked. Blogs are basically online journals or groups of pages within a massive website that are updated often by its author. Search engines love blogs because they are full of new content.
When those search engine spiders visit your blog they eat up the fresh content and report it back to the mother ship. Authors love blogs because well; the search engine spiders visit often because of the new content and rank them well. As long as your blog is created well focusing on keywords and keyword phrases related to your content your blog will rank highly.
Blogs give you the ability to post product reviews announcements articles preferably your own newsletters and links to other sites or other pages within your blog. Due to the popularity of blogs it is a natural way to attract targeted visitors who are more apt to read your blog as opposed to sending the same information by means of email marketing. However don’t underestimate the power of email marketing in your attraction marketing strategy. The money is in the list.
I saved the best part for last. How do you make money on a blog? There are several ways of doing this. You can run small ads in the sidebar related to your blogs theme or in the footer of your blog. You can also add text links from affiliate partners within your posts and earn an affiliate commission when the links are clicked and a purchase is made. Just be sure to let it flow naturally within the text. Blogs are without a doubt the simplest easiest and most cost effective way to start an internet marketing business.
Ezine Article Publishing
This is my favorite attraction marketing strategy that accomplishes two goals at once. Submitting articles to article directories should be a requirement for any internet network marketer and if you are not utilizing this free tool you better start today. So whats the big deal with article marketing. Well first of all they have a great page rank and give you inbound links. Simply adding your blog or website to the resource box could significantly improve traffic and it also raises your link popularity.
Heres how it works. Write an article that is informative offers tips tricks makes peoples lives easier solves a problem you get the picture right? This is the give in article marketing. Give away free information that is of value. The resource box is the take. Your article will be listed in the directory under the heading of the topic that you choose.
The added bonuses are as long as the article is keyword focused it gets listed highly in the search engines. Most article directories will explain how to improve your rankings when submitting your articles and you must read this. The other bonus is webmasters can copy a code and use your article on their blogs. So not only is your article in the directory and the search results it may also be on several different blog sites. It is forbidden for webmasters to alter the code so your site gets the credit at the end of the article.
Ezine article directories do have strict guidelines so be sure to read the Terms Of Service. In general you can’t link to a lead capture page in your article or in your resource box. You can link back to your website or blog just don’t make it a lead capture page.
Offline Advertising Marketing Strategies
Marketing off line is often an overlooked attraction marketing strategy. The internet is a much more viable and cost effective means of promoting your website blog product or service but it is definitely worth mentioning here. Running ads in the local newspaper printing business cards bumper stickers coffee cups tee shirts magnets and other gadgets are all good promotional strategies for your internet business. Of course it is more localized and requires an investment but you may be surprised by the results. Direct mail is another marketing strategy that works well and if you really want to go to town television and radio. Be careful though offline advertising can get expensive and its hard to track your return on investment.
Social Networking And Bookmarking Sites
If you haven’t started using social networking for business as an attraction marketing strategy you are missing the boat. Social networks have become the hottest venue for improving traffic to your site or your blog. In order to be found you need to be where the people are and this is where they are. Twitter Facebook Youtube and Myspace are hot. Fair warning though there is a right way and a wrong way to use these networks. Keep in mind that these are social networks not advertising sites so be social. Learn more about socializing for business and watch your popularity soar. Join in the conversation add your two cents build a network of friends and eventually you will attract business to your product service or opportunity.
Bookmarking sites such as Digg Stumbleupon and Technorati are a super way of getting your site visible and improving your inbound links. These sites have a viral effect. Here’s what happens. You bookmark your favorite sites and share those bookmarks with other members. You can also “tag” your bookmarks with keywords which provides an easy way for other users to find your content.
Hopefully you learned more than one attraction marketing strategy that you can implement into your business plan.
About the writer:nbsp;nbsp;J.P.Rouse is president of Attraction Marketing Techniques. His internet marketing experience has helped experienced and inexperienced internet marketers build profitable businesses. J.P. is a solution provider with one of the best guarantees in the business. 100 success guaranteed or his service is free of charge. To sample his tutorial training please visit: http://jprouse.attractionmarketingmanifesto.com/web2.0/Please visit my blog: http://www.attractionmarketingtechniques.com
5 Steps To Successful Marketing During A Recession
Firings will continue until the declining morale improves In a difficult economic environment many small businesses respond to slowing sales with the exact same reaction: cut expenses by reducing sales and marketing efforts therefore guarantying a further decline in sales. STOP CREATING THE PROBLEM. Neither sales nor morale will improve by reacting with fear or staff reductions. Small business owners should consider using these slower economic times to refine their marketing efforts and increase their sales by implementing these five common sense steps to successful marketing.
Step One: Go Back to the Basics. During strong economic times every marketing idea is valuable sales are strong and time is very limited. Resources are directed at many ideas and campaigns leaving little time to analyze the target market or the effectiveness of each marketing campaign. Now there is more time and less resources. Use time as an investment and go back to the basics. Start by working ON your business instead of IN your business. Become a student of your business your competitors and your clients by asking the following questions: What is your product differentiation? What makes your company/product/service better/different than the competition? Why do your clients buy from you? Do you compete on cost value quality what? This is your unique marketing advantage. Then ask: Does your company slogan logo web site marketing material and sales literature clearly identify your unique advantages? Are you developing an image and a brand? If not Just Do It name that brand… make some adjustments and improve the impact consistency and effectiveness of your message.
Step Two: Know Your Clients. Most small business owners struggle with handling the onslaught of a dozen different tasks that are critical and must be completed yesterday. At times small business ownership is like drinking out of a fire hydrant too many things to do so little time. Slower economic times allow for more review and reflection. This is why it is so important to stop look around and understand who is your client? What are your client demographics? Age sex location needs values income levels etc? What problems or challenges or needs does your product fulfill for your clients? Are your efforts targeted at your common client characteristics? Also keep in mind the most important process in sales. Clients buy on emotion and then support their decisions with logic. Example: I just bought a brand new car. It has all of these featuresand I got it for 5000 off the sticker price logic. Or I bought the car because it makes me feel: safe secure excited powerful attractive respected proud happy and I got it on sale smart. People buy to fulfill emotional needs. What emotional need is driving your clients? What emotions do your clients experience when they use your product or service? What emotions do you have when you experience your own product? Do you know? Knowing your clients demographics and knowing your clients emotional needs will help you structure and target your marketing campaign.
Step Three: Dont Ignore the Obvious. At times so much effort is placed on developing that next sale closing the next deal or promoting your newest idea that the most obvious marketing focus is missed. Ask yourself this simple question: Who is the mostly likely person who will respond to your marketing efforts and buy from you? Answer: your existing clients because they have already done it once before. Sometimes our last client gets lost in all of the efforts to attract our next client. But think: Your existing client already believes in the value of your product or service. They know your people and your service and they perceive value in what you have to offer. Review your marketing efforts aimed at your existing clients and their referrals. Call your clients. Ask them why they buy from you. Send thank you notes and emails and product announcements and electronic newsletters to let them know you appreciate their business and to prompt them to purchase again. Clients like you are incredibly busy. They need help from you and they need to be remained that they truly value your product or service. Dont waste time money or energy marketing to new clients if you are ignoring your existing client base.
Step Four: Develop Strategic Partnerships. Almost all small businesses are evaluating their success during this trying economic slowdown. Consider taking advantage of your common challenges by reframing them into marketing opportunities. With a renewed understanding of your clients needs take this information and locate other complimentary businesses that service a common demographic. Offer to advertise with one another reduce your search engine costs offer to promote or do a trade show or sent mailers together. Their clients need your services and your clients need their products. Provide your clients with packages of products that solve problems save time and save money. The sandwich company Togos is opening locations that also house Baskin Robbins ice cream. Lunch and desert together. Bridal shops and tanning spas. Limousine companies and Wedding planners. The possible combinations are endless. By joining forces whether formally or simply on occasion you can reduce your expenses and increase your sales.
Step Five: Stay Focused. So many great marketing efforts go to waste because businesses simply fail to stay focused. One idea is started money and time are invested time and effort are expended and then results are different than expected. Some marketing efforts are stopped because positive results are not immediately visible. Other marketing efforts are forgotten before enough mistakes are made to refine the process. Marketing mistakes are very valuable. Be successful in finding a strategy that does not work. Selling a Chevy Nova in Spanish speaking countriesNova means No Go in Spanish. Other marketing efforts are postponed because they are too successful. Sales were too high and created other problems for operations or manufacturing making it difficult to handle the volume. Regardless of the reason target your efforts stay focused and continue your marketing campaign.
By applying these sales and marketing ideas any small business can generate a renewed level of energy to focus on their successful marketing campaigns. Energy combined with effective implementation will not only reverse the effects of an economic decline but may also significantly increase your overall sales revenue. And finally instead of reducing and firing your sales support let it be known to your clients and competitors: Wanted: Account Executives to Handle Increasing Sales Volume apply within…
About the writer: About the Author: David Kinney has more than 20 years of experience in finance sales and marketing in the small business arena. He is a Certified Financial Planner a Chartered Financial Consultant and holds a Masters degree in Counseling Psychology. Kinney joined API Limousine of Sacramento CA in April 2008 in the position of CFO and Director of Sales and Marketing. Within his short tenure API has doubled sale revenue and volume during a worrisome economic environment by applying these five simple steps. For more information email serviceAPILIMO.com visit www. APILIMOS.com or call 916 7191236.