In this copywriting hotseat John Carlton shows how to start with the basic guarantee and use attitude to improve the offer.
John: What’s the actual offer?
Stan: To buy the book for $27…
John: Buy with confidence. For the next 90 days, if for any reason whatsoever you are not satisfied with your purchase, simply contact us and we will refund your money with no questions asked. You can even keep the bonuses as our way of saying thanks for having trust in us.
You know, that’s not great, but that’s not bad. That’s the kind of basic stuff that you want. If you want to build on it, you would build on it with attitude and voice, as opposed to trying to reinvent the wheel on getting the basic thing here.
So, if you want to change your attitude to, like, “everybody knows who I am. If I cheated anyone, my reputation would be shot. That’s why I’m going to treat you like gold. Most of the time I give people a 30 day guarantee, but for you I’m giving a 90 day guarantee. That gives you plenty of time to blah,blah, blah.” You just go along with that stuff. You can do that. You may not need to.
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