(dramatic music)
- Copywriting secret number six,
make your guarantee a no risk one.
As I'm sharing with you, Consumers,
they're getting more skeptical.
They're getting what?
More what?
- [Crowd] Skeptical.
- Yes.
And their worry, yeah maybe your products,
or maybe you do what you say, but I don't know.
I don't want to take the risk.
So risk reversal guarantee is a way for
you to remove that risk from your
customers shoulders, and put it on your shoulder.
You're saying as the old sales, the puppy dog close.
How many of you have heard of the puppy dog close?
What does it mean?
Yes sir?
- [Audience Member] It means a couple of things,
what is the saying, take a puppy home?
- Take a puppy home
- [Audience Member] And then of course
they never bring them back.
- Hmm.
- [Audience Member] It a rule I take it back.
Yes don't buy the puppy, just take it home,
play with it a couple days, you like it keep it,
and if you don't like it bring it back.
So its kinda that kind of theory.
Its same principal guarantee.
A strong guarantee makes you stand out in the marketplace.
Because a strong guarantee conveys what?
Conveys what?
- [Audience] Confidence.
- Yeah confidence and creditability.
You say you know, I stand behind what I do.
I stand behind my product or service.
Try it, do business with me,
you don't like it I give you your money back,
I give your money back.
That takes, removes the risk from the consumers.
So here is an example, a price match guarantee.
Want to be sure your paying the lowest price?
We guarantee it.
We check thousands of hotel prices everyday
to make sure you pay less for your booking.
You won't find your hotel cheaper.
And if you do we will refund the difference.
That's our price match guarantee,
and its just one of the ways
we help you find the perfect hotel.
Price match guarantee, pay the lowest price,
and da da da da da, it goes through some of those features.
Is that more powerful than just say,
hey you know what, we'll help you find a cheap hotel.
Its basically the same thing.
But the way you articulate your guarantee.
And now a days everybody's jaded.
30 day money back guarantee, 60 day money back guarantee.
What my suggestion to you is,
make your guarantee elaborate on it a little bit.
Don't just say, "oh yeah you don't like it 30 day
I'll give you your money back."
no, elaborate on that more.
Sometime you could do a double guarantee,
or triple guarantee.
Andre, what's your guarantee for trademark?
- [Andre] Every trademark that we televise registrable,
if we mess it up, or we miss something,
if it doesn't get approved by the trademark's office,
they get all their money back.
- Yes
- [Andre] So my philosophy is if I tell you its registrable,
If it doesn't go through,
its immoral for me to keep the money.
- Yes
- [Andre] To me its common sense
to have something like that. - Uh huh.
- Again the other trade mark lawyers out there
who do similar service,
but they wouldn't make this kinda guarantee, just
well you know I'll help you trademark
your whatever mark you want, and good luck.
Works or doesn't work, but Andre is saying,
you know what, go through the process, if it doesn't work,
if its my problem you know I'll give your money back.
Your basically saying,
you know what, its my job to make sure you are happy.
Yes.
- [Audience Member] Should it always
be a we'll money back guarantee?
- Doesn't always have to be.
So in this case its not money back,
this is we refund the difference.
Sometimes it could be a satisfaction guarantee.
You know what, do business with us, hire us,
if you don't like it,
we'll come back and we'll fix it for you.
- [Audience Member] Yeah that's what we do
- Yep, perfect, perfect, yep, that could be it too right?
Or sometimes I have seen people that are doing kind of
service, they go to the home, I forgot what's...
Maybe carpet cleaner, I forgot what it is.
But they go there and say you know we'll do kinda a,
well he calls it a carpet audit.
I don't know what the hell that means, anyway.
But we'll do some of this basic cleaning for you,
and if you, you know, we'll just,
lets say we'll clean one room.
You don't like it, its free, we'll walk away,
no harms done, no hard feelings.
But who the hell just cleans one room,
I mean come on man, you know so...
But if you like it the you know, we'll make sure,
even we'll clean the rest of your house,
its gonna be the lowest price da da da.
Now I'm not saying always go with the lowest price,
cause I don't, that's not my philosophy.
But I just want to make a point,
are you following what I'm saying?
Yeah just to make a point.
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