In the previous article in this series, I talked about connecting words that you can use to make your copy flow seamlessly. Now we’ll tackle something extremely important in winning customers—guarantees.
I think I can speak for all of us when I say that we want minimal to zero risks when making any purchase. We want to be assured that the goods or services promised us will function or be delivered to our satisfaction. And in case anything goes wrong, we want to know we can ask for our money back without any hassle.
If we give those things that we look for in an ideal transaction to our prospective customers, think of how much easier it would be for them to make up their minds and give our party packages or face painting products or balloon art a try.
With this in mind, we can say that guarantees can be considered selling points so I suggest that you treat them as such. Not everyone out there is in the business of giving their clients peace of mind, so if you offer that with your superb, trust-winning guarantees, emphasize them and sell them.
How do you this? By giving your guarantees a punch. Don’t just give a bland “Guaranteed for 30 Days” or “Risk-Free.” You can do better with these examples:
Remember, a friendly, professional tone with lots of reassurances (and glowing customer reviews to boot) will earn you your readers’ trust more easily. So I urge you: highlight those guarantees!
Just a note though: When seeking to reassure your readers, never say “We always honor our guarantee.” It makes your potential customers think that you deal with refund requests quite frequently and that might give them second thoughts about you. Instead, write something like “But sometimes what works great for someone else might not work just as well for you. If that’s the case…” That sounds friendlier and safer.
How about you? Do you have your own guarantees that have produced amazing customer response? Or have you seen some excellent guarantees that you’d love to copy? Share them below!
Need more copywriting tips? Check out the other articles in this series.