Guarantee vs. Risk Reversal

by 12 replies
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I tried to find resources describing the tradeoffs between each of them.
I'm trying to figure out which one I should be using.

Does anyone here recall a resource or discussion re: when to use what?

Thanks in advance!
#copywriting #guarantee #reversal #risk
  • I'm sure others will tell your their view.

    Mine is risk reversal wins - every time.

    On every product or service.

    I don't have any "resources" - but many "gurus" rave on about it.

    I think it was Jay Abraham who was credited for "creating" it.

    Although I've seen it used in Ads in the 20's and 30's.


    Steve
    • [ 1 ] Thanks
    • [1] reply
    • In an interview of Jay Abraham by Tony Robbins available here: Tony Robbins Interviews Jay Abraham, Jay explains Risk Reversal in detail. I believe this part of the discussion is in part 2 of the interview.
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  • Jay's example would be very risky online.

    To be fair you don't buy that many horses on the web.

    And you don't have to follow a guru's advice to the absolute letter.

    You can develop good RR online (which will pull a better response than an ordinary "guarantee") without being left high and dry.

    And without the horses bolting.


    Steve
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    • I feel like I see this online often.

      If I understand Jay's example, the guarantee is "Buy the horse, if you don't like it, I'll give you your money back."

      Risk Reversal is, "Take the horse. If you like it, pay me. If you don't, give it back."

      This isn't too far off from "Download the materials, watch the videos, play with the software ... but pay nothing now. If you like it, in 30 days we'll automatically bill your credit card for the first monthly installment. If you don't like it, tell us to bugger off. But keep the materials as our gift."
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  • Maybe this is just a semantics things, but I prefer to think of it as a safety net. I make a promise (guarantee), AND I offer to do something outrageous if the product doesn't live up to the promise (risk reversal). Like this...

    If [PRODUCT NAME] Doesn't [PROMISE] in [TIME PERIOD OF PROMISE], I'll Refund Your Payment AND Mail You a Check for $100.

    One of the most common things I see newbies do on sales pages for information products is use a money back guarantee as a "Safety net." It's not. Everyone is doing that and you can't give the person their time back OR make up for the feeling of disappointment.

    In my opinion, the test of a good safety net is that the customer should read it and think: "There's no way this company could stay in business if they had to do this on half of their orders..."
  • So, if I was trying to flog a dead horse on the interweb.

    (But Steve, that would be like 9,700 billion other sites)

    What I mean is, selling my thoroughbred horse on the net.

    I would probably use Jay's example.

    Because I would be taking the oats round every day.

    So I know where the nag is.

    And my hope would be after a month the new "owners" would be so besotted with the beast they have to do the decent thing and cough up the money.

    Bit like the old style "takeaway" close.

    Also known as the "puppy dog" close - but with a horse.


    Steve
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