Simple Risk Reversal Formula Will Send Your Sales Into Space (2 of 2)

Home
>
Branding
>
Simple Risk Reversal Formula Will Send Your Sales Into Space (2 of 2)

Simple Risk Reversal Formula Will Send Your Sales Into Space (2 of 2)

Make A Bold Promise Then Back It Up With An Awesome Guarantee

We finished the last article with a mnemonic...

All these extra sales you're going to make are in the B.A.G.

A Bold Promise backed up with an Awesome Guarantee

So today we'll look at what makes a Bold Promise and the three elements of an Awesome Guarantee!

A bold promise should be something that your customer really desires and which most of your competitors would be too afraid to make. Some people use, "we won't be beaten on price", or "lowest prices guaranteed" but being the best on price is a stupid way to position your service business anyway. So stay away from price-promises and deliver a value-promise instead. A value promise means you can charge more instead of less - leading to higher profits.

Some Sample Bold Promises...

* I will double your orders in less than 12 months

* You will get at least 5 times your investment back

* This book will help you get beach fit in 6 months

* I will remove your ISSUE/PROBLEM/PHOBIA in 1 hour

* We'll deliver XYZ in under 60 minutes

* You'll learn at least 5 things to increase your revenue

Now on to the awesome guarantee. There are three things that make a guarantee awesome...

1. It's Unconditional. There should be no long list of conditions that must be met by the buyer in order to get their money back if you screw up. It should be simple and free of tricks - people should feel 100% confident that you are sincere when they buy.

2. It's Long. Now here's a funny thing - the longer you guarantee something for the lower your return rate. Why? Well if you give a piddly, tiny, guarantee period, people (in an effort to ensure their purchase was good) will spend that time looking for things that might be wrong. If they don't feel time pressure, they'll simply forget to look - after all they have all the time in the world... I recommend at least 30 days - but there's nothing wrong with months or even years - our Lean Marketing Toolbox is guaranteed for 5 Years - and I've had not one return yet!

3. It Creates A "Forced Performance Effect". This one works like magic. You not only remove risk by ensuring your customer gets their money back BUT you also penalise yourself for failure. This way people get a double-whammy! Not only do you remove their risk - you reverse it entirely - meaning it's in your interests to deliver what you promised!

Some Sample Awesome Guarantees

* You get a full refund and keep the product worth £XXX - no questions asked

* The next time you visit it's on me!

* I'll gladly reimburse your fee and provide your next session free

* I'll give you a free 1 hour consultation/coaching session worth £XXX

* We'll refund your money and give you £XX For Your Trouble

Putting It All Together...

Simply bolting an Awesome Guarantee onto a Bold Promise can sound awkward and disjointed. So your final job is to a make the promise and guarantee with one simple statement.

Some examples...

If __________________ doesn't _______________, then _______________________

If this course doesn't give you at least 5 new techniques for boosting sales, then I'll reimburse your fee in full and pay for your train ticket home.

If this 6-week fitness programme doesn't help you lose at least 2 inches from your waist size, then I'll gladly give you your money back and a beach wear gift voucher worth £25

If after one session of my NLP spider phobia cure you still can't hold a spider in your hand without fear, then I'll give you your money back and provide the next session free of charge.

________________________ or _______________________________

Double your sales success rate within 6 months or you get a full, no-questions-asked refund and a free place on my next course.

Read this book and find the man/woman of your dreams in 6 months or less or tell me what went wrong and I'll gladly buy the book back and give you a free 1 hour telephone coaching session.

Have fun with this and be creative - it's powerful. But never promise what you can't realistically deliver (guarantee or not) and make sure you can deliver on your awesome guarantee when someone calls you on it.

This one approach could literally transform your business and boost conversion rates beyond recognition.

'Dangerous' Debbie Jenkins
debs@debbiejenkins.com

SUMMER CAN BE SLOW FOR BUSINESS
But don't let that get in the way of your success.
This is the ideal time to work on your business
rather than in it. Get 2 F'REE eBooks and prepare
for more success with less effort here...
http://www.leanmarketing.co.uk

I'm wondering if... You Know Other People who should be reading this too? So do us all a favour (they get 2 free books - we get a new subscriber - you get to look good) when you Pass On This link... http://www.leanmarketing.co.uk

In The News:

VentureBeat
Top four global tech brands now worth almost $500B
VentureBeat
Four out of five of the top brands in the world are technology brands, according to a review of the top global brands released Tuesday. The report valued the Apple, IBM, Google, and Microsoft brands at a combined half-trillion dollars.
7 Questions You Need To Ask Yourself Based on the Brandz Top 100 Global Brands ...Customer Think (blog)
Top Brands Thrive Despite Economy According to Millward Brown's Latest BrandZ ...Sacramento Bee
Apple Again Ranked as World's Most Valuable BrandMac Rumors

all 238 news articles »

Kansas City Star
Kraft's new branding provokes plenty of yucks
Cherokee Tribune
Today, Kraft shareholders will decide whether to approve the name for the company's business that sells global snack brands such as Oreos, Fig Newton and Cadbury. The four-month odyssey of how “Mondelez” was picked — and how it was received ...
Kraft's new snack business name faces crucial voteChicago Sun-Times

all 262 news articles »

Branding the mental drawer companies send to consumers
StandardNet
We simplify our lives by buying brands that we know and trust. We totally ignore offerings that do not have a significant personal connection. Our mind, like a powerful and logical computer, inputs data and stores it deep within the brain.

Bluewater Unveils New Branding Initiative
PR Web (press release)
Christine Kropp, CEO Bluewater, a one-to-one marketing services agency, has launched a new branding initiative to reflect its latest evolution of capabilities and offerings. Bluewater combines personalized marketing services with leading edge ...

and more »

BusinessDay
Branding for small businesses (II)
BusinessDay
Big corporations spend millions promoting their brands successfully; it's a tool proven to work. Branding is one of a company's most valuable assets. Essentially, it is the company's reputation; how customers portray a product/service, including how it ...

and more »

HnyB Insights Predicts Global Social Branding Market to Touch $13.8Bn by 2020
PR.com (press release)
Social Branding Strategy and Outlook, 2012 - 2020 released by HnyB Insights predicts consistent growth in Global Social Branding revenue, the market is projected to reach $2.1Bn in 2014, will touch $7.8Bn towards end of 2018 and by 2020 it will grow ...

and more »

3 Personal Branding Must-Haves
Business Insider
Personal Branding Blog offers branding and career advice from Dan Schawbel and his team of experts. Fundamentally, the process of personal branding includes taking time to define yourself and then intentionally connecting yourself with others who ...

and more »

Design Week
BC-OLY--London 2012-Branding,1st Ld-Writethru, OLY
The Huntsville Times - al.com
"It's fine to clamp down on the threat, but where it impacts the individual, it's going to be very difficult for (London organizers) to get it right," said Hugh Tebay, a partner at Sipara, a British law firm that specializes in trademark and branding.
The 2012 Olympics branding comes goodDesign Week

all 658 news articles »

Matthews Marking Products Showcases Branding, Traceability Solutions at ...
MarketWatch (press release)
These products aid packagers with branding and traceability solutions for their products, from graphics and trademarks to date codes, batch numbers, and barcoding. Secondary and primary package marking solutions will be on display.

and more »

Fibre2fashion.com
Branding is important for apparel SMEs: UK expert
Fibre2fashion.com
Small and medium enterprises (SMEs), including those in the apparel sector, need to take branding seriously to sustain their businesses in a competitive market, according to an expert. In the absence of any knowledge about the company, people tend to ...

Google News