Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

How To Use A Guarantee In Your Advertising Headline To Force Increased Profits. PDF Print E-mail

How To Use A Guarantee In Your Advertising Headline To Force Increased Profits.

Here is an idea to create guaranteed profits from your advertising headline.

“Try the new ___ Risk Free for 30 days! Keep the ____even if you return the _____ for a full refund”

That’s the template for the ad.

Fill in the blanks.

How about ;

“Try the new Riccar 8 pound Upright Vacuum Risk Free for 30 days! Keep the $69 Air Purifier even if you return the Riccar for a full refund”

“Try the new Salad Mixer Risk Free for 30 days! Keep the bottle opener even if you return the Salad Mixer for a full refund”

This kind of Risk Free offer works. It works better than a straight offer to sell your product. The net sales are always higher, even after refunds & lost free gifts.

Why does this appeal work? Because it takes the major objection away “What if I don’t like it?”

The big key here is the free gift that they get to keep anyway. The customer must want the gift. The gift can’t be a part of the original offer.

For example, you can’t offer a vacuum cleaner & say that they can keep the bags even if they return the vacuum. The bags are worthless without the vacuum. The free gift must have value all by itself.

Most importantly….

The offer must be able to be sold without the “30 day trial”. The offer must be good enough by itself.

The reason this “guarantee” headline works soooo well is this:

The customer feels that they are only “trying” the product. They don’t feel a commitment to keep it.

The customer’s brain keeps telling them that the free gift is really free.

The feeling is that they own the free gift and are only trying out the main product.

Here’s why they don’t return the main product……..

The find that they really REALLY like the product they bought.

You send them a free gift right after they buy to make them feel “warm & fuzzy” toward keeping the product. And this additional gift confuses what they have to return (in the customer’s mind)

It actually takes an effort to return something & get a refund.

30 days is long enough so that they aren’t thinking every day about how much time they have left to return it.

This type of headline and offer only work if the core product makes the customer completely happy. You can’t use this technique to sell junk.

Retail stores that use this appeal almost have no more refunds than normal.

The first time you use this, you’ll think that you’ll get lots of refunds. But you can depend on human nature to keep your refunds to a few percent, it that.

We ran the ad once. We noticed two things;

  1. We didn’t get that many more people in the store . and

  2. We had no refunds at all.

The biggest benefit we’ve seen is that it gets the reader to read the rest of the ad, because it’s such a good deal.

 

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Reviews from Amazon.com.

Your Survival Guide to Ad Reps Who Don't Know Any Better!, January 23, 2010

By Gloria Steinman "Obsessive Compulsive Book Re... (Sandusky, OH)

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If you have ever been approached by an ad rep, you know the feeling of confusion and frustration. They tell you how much your business will increase and how you will get SOOO many new customers. Then you run the ad, nothing happens, and the rep comes back and tells you to run it again to see if it works next time. Surely if you continue to run the ad SOMETHING will happen!

After months of spending hundreds or even thousands of dollars, many business will throw up their hands and proclaim "ADVERTISING JUST DOESN'T WORK!"

 But what you don't know, and to be honest the ad rep doesn't know it either, is that the simple act of purchasing an ad does not mean you will get a response!

There are tried and true "rules" to advertising and Claude's book is very good at laying those "rules" out in an easy to understand way. It is not the last book you should ever read on advertising but it can be used to IMMEDIATELY improve the response to YOUR advertising!

 I highly recommend this book to any small business that operates on a local level.

The $20 bucks you'll spend (at Amazon.com) on this book will be well worth it and if you actually put some of Claude's principles to work you could see a return on investment worth thousands of times the cost of this book! Claude has spent 10 years in the school of harsh reality and has tested and tweaked these methods for the survival of his own business.

Claude Whitacre is My Hero!

 An Incredibly Valuable Book!, January 19, 2010

By Mike McGroarty

The Unfair Advantage is an excellent book that every small business owner should have on their desk. Not their bookshelf, on the desk, and the pages should be dogeared from constantly refering to this book. All businesses need to and should advertise aggressively and this book really does give you an unfair advantage by teaching you how to craft your advetisements, and where and where not to place those advertisements. Advertising that doesn't work is expensive. Advertising that REALLY works is libertating and will take your business and your life to the next level and beyond.

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