diamond and delivering a hunk of cheap glass. Even if you have plenty of
proof, testimonials, and other credibility elements to showcase, your
guarantee is one of the most important credibility elements in your offer. You
should go beyond thinking of it as a simple ‘risk reversal’, designed to push
fence-sitting prospects over into taking action on your offer. Instead, think
about your guarantee as a proof element to your overall offer – proof of how
confident you are about delivering on every promise your offer makes.
The primary function of your guarantee is to make your prospect feel safe
and secure that they’ll get everything you’ve promised them or their money
back.
And don’t worry, I know what you’re thinking: ‘If my customers can try the
product before they pay, and return it without owing a cent, surely they’ll
take advantage of me and I’ll lose money hand over fist and go broke!’ Know
this, for every dishonest scammer who takes advantage of your liberal
guarantee policy, you’ll get five honest prospects to say ‘yes’ when they
otherwise would have been too uneasy or sceptical to buy.
This has been proven time and time again in thousands of scientific split
tests.
7 Steps To Creating A Power
Guarantee
Ok, let’s get busy: here’s a step-by-step method for creating your power
guarantee (or pumping up an existing one on steroids) and using it to
supercharge your marketing efforts.
1. Study the competition
Do a Google search for other businesses in your industry and the word
‘guarantee’. Then take it one step further and have someone call and ask them
about their guarantee. Look outside of your industry or geography for solid
guarantees. Write them down. Go deep in your search. What trends do you
see? Do many companies in your industry offer guarantees? What type of
guarantees did you find? Did you find any specific performance-related
guarantees or were they the more common, lacklustre vanilla ‘satisfaction
guaranteed’ type?
2. Laser in on your strengths
What area of your business is a strong point for you? Do you get results
quickly? Do you have exceptional craftsmanship? Do you do very fast
installations? Are you great at maintenance? Do your products or services
produce consistently outstanding results? Do you save money or time for
your customers? Always sell the thing you do better than your competition.
3. Be specific
Think about the specific results a customer wants, or the problem they’re
trying to solve when they buy your products or services.
Your guarantee should be specific, not some vague notion of ‘satisfaction’.
Satisfaction is too broad. Make a specific promise and tell your prospects
they must experience the benefits you’re promising – otherwise they don’t
owe you a red cent.
What good things happen when a client uses your products or services?
Better sleep? More money? Lose weight? Reduced stress? Write down the
answer in detail and then guarantee that outcome. Do not simply guarantee
‘satisfaction’. Guarantee in detail what that satisfaction will look like to
your customer and make it measurable.
4. Choose a payback
As unlikely as it is that you’ll be making good on your guarantee (remember,
fewer than 5% of customers will ever take you up on it), you want to create
an attractive payback in case a customer is unsatisfied. Ideally, it won’t cost
you much but will have a high perceived value, and alleviate and remove the
perceived risk around the purchase. Your guarantee should exceed customer
expectations, be memorable, and wow them.
5. Test, measure, and refine
It’s vitally important that you know how well your guarantee is performing
before you make it a core element of your offer. How? You can include it on
some landing pages and not others, or different advertising channels such as
Google, Facebook, YouTube, or Instagram. Then track the results and test,
measure, and refine it until it’s really power packed and pulling in sales.
Pinpoint how much sales have grown over the same period last year or the
period before you had a guarantee. Be sure to test at least two combinations
of your guarantee to find the one that pulls in the most sales. You might
guarantee results for 30 days in one test and 90 days in another (longer
guarantees generally work better). You might even use a ten-year or, better
yet, a lifetime guarantee as an experiment!
6. Put it front and centre
Once you’ve tested, measured, and refined your guarantee and found a
winner that’s pulling its head off, put your guarantee in writing and place it
front and centre of all your marketing and public relations. Put it on your
website, landing pages, proposals, in your ads, your brochures – anywhere a
customer will see it.
7. Give your guarantee a name
While this isn’t mandatory, giving your guarantee a unique name can
dramatise it and heighten its impact. Here are just a handful of examples to
get your creative juices flowing:
100% Money-Back Guarantee
My 100% Money-Back ‘Triple-Protection’ Guarantee
Take it to the Bank!
Better than Risk Free
You Can’t Lose
Unconditional, Money-Back Guarantee
Your Money-Back, No Questions Asked
I Personally Guarantee
No Way You Can Lose
30-Day Free Examination
No-Questions, No-Quibbles, Money-Back Guarantee
Iron-Clad Money-Back Guarantee
100% On-the-Spot Full Refund
My 110% ‘Call Me Crazy’ GUARANTEE!
Absolutely No Risk to You!
100% No-Hassle Refund!
My 110%, No-Fuss, No-Questions, ‘Take-It-or-Leave-It’ PROMISE!
No Pussyfooting Around and Get Every Cent Back GUARANTEE!
Stronger than Steel No-Risk Money-Back Guarantee
Here Are Some Industry-Defining Guarantee Examples:
The Forever Guarantee: If at any time you are not completely satisfied with
the performance of your Cutco Product, we will correct the problem or
replace it.
The $1 Million Service Guarantee: LifeLock works to help stop identity
theft before it happens by taking proactive steps to reduce your risk. But if
you become a victim of identity theft while you are a LifeLock member
because of some failure or defect in our service, contact us and we will act on
your behalf to repair any damage. We will spend up to $1 million to hire
lawyers, investigators, consultants, and whatever else it takes to restore your
name and help you recover the direct losses from the identity theft.
Domino’s Pizza: Your pizza will be delivered in 30 minutes… or it’s FREE!
Costco: 100% satisfaction guaranteed. We guarantee your satisfaction on
every product we sell with a full refund. We will refund your membership fee
($55) in full at any time if you are dissatisfied.
With the seven practical steps you now hold in your hands, every guarantee
you write should suck in sales like never before. Each step in this process is
easy to
apply, especially if you use one of the many examples I’ve provided
as a template and adapt it to your own product or service. A strong guarantee
puts your prospect at ease and makes it easier for them to say ‘Yes!’
Follow these steps and do them well... then craft an irresistible Godfather
Offer and throw that on top... and you’ve got a money-multiplying formula
for wealth in virtually any industry.
Now get to it!
Action Points
You create a FEATURE LIST.
You create a BENEFIT LIST.
You reduce your OFFER to writing.
You offer a POWER GUARANTEE.
Putting Together Your Landing Page
If you’re a coach, consultant, freelancer, or run a professional services
business and your goal is to generate leads, your Godfather Offer should be
about making an offer for a free 30, 45, or 60 minute phone consultation,
analysis, strategy session, or roadmap.
Why? If you’re selling professional services, this typically involves you
getting on the phone and speaking with people in order to convert a prospect
into a paying client. Therefore, we want to make an offer to get as many of
the people who raised their hand and identified themselves as being interested
in what you’re selling by downloading your HVCO to book in a call and
speak to you.
This call must have a high perceived value, and it must stand alone as
something of value whether or not they choose to buy from you. You need to
detail exactly what the prospect will get during the call and how it will help
get them one step closer to their goal.
Just because it’s free doesn’t mean you don’t need to sell it. You must detail
the offer as if you were selling it for a price. Make the value you assign to
your offer believable by detailing not only how long the call will last, but also
what they will receive on the call, such as a Free 30-Minute Security
Vulnerability Analysis ($685 Value).
Here are some free phone consultation offer examples:
Example #1:
Free No Obligation 45-minute ‘Property Tycoon’ Investment Strategy
Consultation (Valued at $1,000)
During your call you’ll discover…
5 most profitable property hot spots for your budget and ideal
location.
7 insider tips on how to navigate the property tax world and uncover
your hidden tax advantages.
Which property markets give you the highest possible return on your
investment.
3 financial traps which stop most Aussies going from one-time
investors to property tycoons.
How you can easily catapult your portfolio from 1 or 2 properties to
10 or more in just a few years.
Plus, we’ll give you access to our exclusive Master Investor finance strategy
which has helped people just like you go from everyday Aussies to wealthy
property investors!
Example #2:
Claim Your Free Bulletproof Business Protection Consultation + 24-
Point Business Security Checklist (Value $347)
Have our senior security specialist with over 20 years’ experience, analyse
your business’s hotspots at risk for robbery. He’ll then provide you with the
exact system you need to keep your business safe and secure so you’re not
lying awake at night worrying about the safety of your business.
Here’s what you’ll get at your 100% free consultation:
A 360-degree vulnerability analysis where we identify the hidden
areas through which burglars and gangs could attack your
business. Plus, we’ll show you how to keep your weak spots protected
and secure 24/7.
Tips and strategies that shield your property’s ‘blind spots’ from
vandalism, graffiti, and intruders. (There have been 380,150
incidents in Melbourne this year alone – don’t add your business to
the list!)
Think if you’ve been robbed once, now you’re safe? Wrong! When
thieves know a business is vulnerable, they’ll come back, targeting it
two, three, or even four times, costing the owners $10,000s in stolen
goods, repairs, and lost work!
How to spot fake security system installers who are really
criminals trying to rip you off (These slimy thieves are nothing but
con artists casing your business so they can swipe your goods!)
The easy and affordable way to beef up your security and make
your premises feel like Fort Knox on lockdown. And there’s no
need to break the bank to feel safe like the old days – we have top-
quality systems for all budgets!
We’ll show you the areas where shoplifters and two-faced
employees can rip you off without you even knowing! Catch these
slimebags red-handed and put your hard-earned cash back in your
pocket!
Our 24-point Security Checklist covers every vulnerable spot
through which devious thieves can break into and destroy your
business. You’ll also get solutions that safeguard your property,
eliminate the threats, and protect your livelihood once and for all!
Notice the specificity and how they sell the call. Because if you don’t sell it,
you won’t have any leads to sell. This conversation can close up to 80% or
more of prospects, depending on your market and your own individual
results.
You might be selling e-commerce products online. If that’s the case, you can
use the 17-step selling system below to go straight for the sale, skipping
Phase 6 in the process, as this is both your landing page and selling
mechanism in one.
than you know what to do with!
Sabri Suby’s 17-Step Secret Selling
System
Assembled into my exclusive Secret Selling System are the 17 fastest sales-
producing secrets known to man! These powerful solutions can be used to
sell just about anything to anybody, under almost any circumstances.
My 17-Step Secret Selling System can be used to create sales messages of
any kind, whether it’s for landing pages, sales videos, blog posts, webinars,
or sales presentations.
It’s every element you should include in any sales message. I have used my
17-Step Secret Selling System to generate over $400 million in sales for my
clients and me. Follow this exact process and I’m confident it will help you
smash your offers out of the park, every time.
Ready? Let’s get started!
1. Call out to your audience
Address your audience at the start of your ads, at the top of your landing page
or sales letter.
2. Demand their attention
Use a big promise headline, like the National Enquirer (Example: ‘How to
lose 10 Kgs in 6 Weeks Without Exercise Or Dieting…Guaranteed!’)
3. Back up your big promise
After your big promise headline, back it up with a straightforward
explanation in the subheadline.
4. Create irresistible intrigue
After you’ve crafted a headline that demands attention and a subheadline
which positions your big promise, it’s now time to dial up the intrigue with
some bullet points. Write out 10 to 20 additional head
lines and trim down to
your best six. Each bullet should call out the difference pains, fears, hopes,
and dreams of your target market and add an element of intrigue – such as,
‘The Little-Known Secret to _____ that ________ Don’t Want You to
Know’.
5. Shine a floodlight on the problem
Identify the audience (who they are, how they feel) or tell a story about a
problem, a struggle, or a challenge. Explain vividly how it feels to experience
the specific problem your target market has. They should feel as if you’re
reading their mind and be left saying, ‘Yeah, that’s exactly how I feel’.
Agitate the problem so they really feel pain and agony and become motivated
to take action. Remember, people are much more motivated by moving away
from pain than moving towards pleasure.
Talk about and describe in vivid detail what they’ve tried before to fix the
problem and why it hasn’t worked.
6. Provide the solution
Reveal a solution to their problem with your products or services and then
prove this solution is the best viable option that exists. Demonstrate clearly
how it’s different from all the other solutions they have tried which failed.
7. Show your credentials
Prove to them you can be trusted, establish your credibility, and demonstrate
your expertise.
At this stage, your reader’s scepticism is high and must be quietened. They’re
telling themselves, ‘Sure he says he can fix my problem. That’s what they all
say. I’ve been told this a hundred times’. So, prove to them you can be
trusted by showing them your credentials. For example:
Results you’ve achieved.
Successful case studies.
Prestigious companies (or people) you’ve done business with.
The number of customers you’ve served.
Press mentions you’ve received (any and all).
Important awards or recognitions.
Your reader must feel ‘you’ve been there and done that’ with great success
and that they can expect the same.
8. Detail the benefits
People don’t care about you or your product or service, they only care about
what it will do for them. Features tell and benefits sell, so talk only in
benefits. Use bullet points to call them out. Make a two-column list; in one
column have all the features and in the second column have the
corresponding benefit.