May 4

John Carlton on Copywriting: Guarantees and Returns


JC-on-copy-imageJohn Carlton explains the benefits of a great guarantee and return policy.

His comments:

Remember what the guarantee does it knocks fence sitters off. Because in most of your markets you have to be dealing with a rabid element, and it better be the majority of your market, or at least the responsive part. You’re only working with 5% of the market, even with hot markets.

But the part of the market that’s responsive should be rabid, and only need to be told that what you have is a good deal. So you have to develop credibility, make bold promises, and get into their pocket. They want it, but they’re not going to buy just because you have it for sale.

But they want what you’re selling, because the bullets are bringing them in. “Yeah, I want it”. “Oh, I don’t know if I wanted or not”. Then your job is to bring them in. Your job is to make that price seem like a total afterthought. “It’s 100 bucks, but don’t worry about it here’s my business I’m right here, I don’t move, I’ve lived here for 55 years. I’m not going to go away. You don’t need to give me a reason why you want your money back. Bring the thing back and I’ll give you your money back. You’re not risking a cent. All the risk is on me to prove to you that what I’ve said is true. If you don’t believe me, you don’t have to tell me why.

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