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The Money-Back Guarantee

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Frequently, the sale is clinched on the promise of a money-back guarantee.  This is where you eliminate the buyer risk, thus removing any remaining obstacles standing in the way the sale.

Simply stating “Money-back guarantee” is an ineffective of a guarantee, however.  You have to craft the guarantee as compellingly as possible so as not to waste this prime opportunity for closing the sale.  A common template for creating a guarantee is as follows:

Do this [whatever you’re asking them to do], and if you don’t [achieve the result you’re claiming they’ll get], then simply give us a call, and we will cheerfully refund your entire purchase price.

For example,
Take the ABC system for a test drive.  If you don’t triple your sales in 60 days, then return it for a full refund.

By removing the risk, you make it easier for the prospect to say yes.  It is a well-documented fact in direct marketing that the number of people who will take you up on a compelling offer significantly outnumber those who will ask for a refund.

Try the Memory Foam mattress pad now, risk-free.  If it doesn’t give you the most restful sleep you’ve ever had, or if, for any reason, you’re not completely satisfied with it, just let us know within 30 days and we will issue a nohassle refund, and even send you a Merchandise Return Label so that you can send the mattress pad back to us at no cost to you–we’ll pay for the shipping. 

In the unlikely event that you would be less than thrilled with your new Memory Foam mattress pad, should you decide to request a refund, the 2 Memory Foam pillows are yours to keep and enjoy as our gift just for taking us up on this offer.

A strong guarantee conveys conviction, which has the power to persuade your prospect.  It is sometimes possible to construct a guarantee that is so compelling that it could be the reason why someone chooses your product or service over your competition. 

In fact, your guarantee could be so powerful that you might ,also consider using it as your headline:

Drive This New Pontiac for 30 Days–and If It’s Not the Greatest Car You’ve Ever Had, We’ll Buy It Back.

Drop 5 Strokes on Your Golf Game Today–Guaranteed


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