Your Guarantee is *Not* a Selling Point

I saw another sales page yesterday with
the money-back guarantee stressed far
too much, even listed as a bullet point!!

Think about it for just a moment--
If you are buying a product, do you really
expect it to go wrong? Do you want
to go through the trouble of asking for
(or for some of you, demanding!) your
money back?

Personally, when I read this kind of
poorly written sales copy, it really raises
red flags of doubt. After all, why would
they need to advertise their guarantee
so much if their product is as good as
they want me to think it is?

A money-back guarantee is there for one
reason only, and that is to reduce the
person's risk when they are sitting on the
fence about the purchase... It gives them
that extra little push over because they
think they can "try" it and get their money
back if the product or service doesn't
deliver on the promise of the sales letter.

• Stop touting your guarantee.
• It is not for getting initial attention.
• It is not a feature or a benefit.

Put it at the end of your salesletter
when you are driving traffic from strangers
that don't already know and trust you.
You'll see better results this way, because
it will improve the initial impression readers
get from reading your copy.

...I guarantee it.




(But don't take my word for it... Try this
and test the results for yourself!)