Risk Reversal for Offline 10x10x4 method?

15 years ago

Originally Posted by FormerWageSlave

My partner and I have developed a product for offline clients similar to the 10x10x4 method specifically for professionals like lawyers, doctors, etc. This is a high quality premium price tag product. We've sold a few already in the past couple months and our clients are happy and we've gotten great results for all 3 clients. (Search engines still love video)

My question to the Warriors is about risk reversal for this type of product. Despite getting good results, we're still at the whim of Google, so for that reason I am tentative to guarantee results for such a high dollar product. Would you?

Am I not thinking about this in the right way?

Thanks for your advice.

Great questions... I look forward to hearing other responses.

In my case, the only thing I "guarantee" is the the work will be done exactly as outlined. Due to the schizophrenic nature of search engines and the Internet in general I feel the risk is too high to guarantee results based on something that is outside of my control.

However, I do stress that they can expect similar results because the work I will be doing is the same that I have done for other clients that have reached first page status on Google.

Lastly, assuming in your case that you are delivering a high quality product regardless of search engine rankings you can focus on your deliverables as simply another marketing weapon in their entire arsenal. We all know that there is not one, single way to market a business. What you're providing is one spoke in their marketing wheel, so-to-speak.

BTW - I would love to know more about what you're offering.

Keep rockin'!
Drew

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FormerWageSlave

15 years ago

Great points, PDLaughlin. Do you make the guarantee prominent or do you use it more in conversation?

I feel like that once I get enough testimonials (on video of course) the guarantee will not be so important, but it will be a few months until results come in with these first few clients to make truly good testimonials with them.

We're offering video marketing packages with some key differences. The first is that the quality of the shooting and editing is really high. I have been a film/tv producer for the past 10 years and my shooter/editor has been working with big name clients like Apple, Target, AmEx, etc for the past 8 years. Because of this we appeal to a higher echelon of client who can afford our quality.

We have two offerings for different business types. For professionals like lawyers, doctors, etc we do 10x10x4 augmented with article and PR blasts. We've found it helpful to link them up with the videos, seems to boost the whole thing.

For businesses like restaurants, retail outlets, etc we devised a different method as 10x10x4 didn't really apply. We shoot a series of videos capturing the essence of the business and we drip them out over the course of a year. Plus we add in some social media stuff and other bonuses.

We've sold two restaurants and an architect so far.

Now we're about to ramp it up and get a bunch more clients, hence why I am asking. Since I don't have the testimonials i was wondering if a good risk reversal could be applied to offset?

Originally Posted by PDLaughlin

Great questions... I look forward to hearing other responses.

In my case, the only thing I "guarantee" is the the work will be done exactly as outlined. Due to the schizophrenic nature of search engines and the Internet in general I feel the risk is too high to guarantee results based on something that is outside of my control.

However, I do stress that they can expect similar results because the work I will be doing is the same that I have done for other clients that have reached first page status on Google.

Lastly, assuming in your case that you are delivering a high quality product regardless of search engine rankings you can focus on your deliverables as simply another marketing weapon in their entire arsenal. We all know that there is not one, single way to market a business. What you're providing is one spoke in their marketing wheel, so-to-speak.

BTW - I would love to know more about what you're offering.

Keep rockin'!
Drew

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grrr...

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PDLaughlin

15 years ago

Originally Posted by FormerWageSlave

Great points, PDLaughlin. Do you make the guarantee prominent or do you use it more in conversation?

I feel like that once I get enough testimonials (on video of course) the guarantee will not be so important, but it will be a few months until results come in with these first few clients to make truly good testimonials with them.

We're offering video marketing packages with some key differences. The first is that the quality of the shooting and editing is really high. I have been a film/tv producer for the past 10 years and my shooter/editor has been working with big name clients like Apple, Target, AmEx, etc for the past 8 years. Because of this we appeal to a higher echelon of client who can afford our quality.

We have two offerings for different business types. For professionals like lawyers, doctors, etc we do 10x10x4 augmented with article and PR blasts. We've found it helpful to link them up with the videos, seems to boost the whole thing.

For businesses like restaurants, retail outlets, etc we devised a different method as 10x10x4 didn't really apply. We shoot a series of videos capturing the essence of the business and we drip them out over the course of a year. Plus we add in some social media stuff and other bonuses.

We've sold two restaurants and an architect so far.

Now we're about to ramp it up and get a bunch more clients, hence why I am asking. Since I don't have the testimonials i was wondering if a good risk reversal could be applied to offset?

Thanks for sharing some details...

You have 3 testimonials - how many more do you need?? I say go for it with what you got now.

If you really feel you need more talk to friends, family and neighbors and get some more!

The bottom line is if your quality is awesome - as it sounds like it is - all you need to do is guarantee that you'll make your prospect a video as good as all the others.

As far as rankings I phrase it up front with something like this...
"The Internet is always changing, would you agree? With that in mind, it would be impossible for us or anyone else to guarantee that they can get your site, video or anything else ranked at a certain level. However, I will tell you we follow a proprietary model that has gotten __% of our clients to the first page of Google. So even though I can't guarantee your ranking I will guarantee that we will do the exact same thing we have for all of our other customers that have reached the first page of Google. Does that sound fair?"

There of course may be some more dialog but that is the jist of it.

IMO, what you're doing is creating a Marketing Asset for their business - regardless of where it ranks now or in the future it is still a Marketing Asset and that's how I would approach it more than anything else.

Lastly, I am also a HUGE believer in Over-Delivering. So when you do get their video ranked high on Google you look like a rock star!!

HTH!
Drew

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Dexx

15 years ago

The value is not in the SEO aspect, its in the authority positioning it provides your client within their marketplace.

That's how I sell pretty much the same concept to my clients.

Think of the Google rankings as a bonus.

Cheers,

~Dexx

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FormerWageSlave

15 years ago

Thanks Dexx... so you aren't doing a guarantee? Or if you are, what does it look like in this context. Thanks!

Originally Posted by Dexx

The value is not in the SEO aspect, its in the authority positioning it provides your client within their marketplace.

That's how I sell pretty much the same concept to my clients.

Think of the Google rankings as a bonus.

Cheers,

~Dexx

Thanks

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dms321

15 years ago

In terms of rankings I would be cautious.

Google is unpredictable. Your clients' rankings can drop in one day.

But what will stay is the quality of your video, backlinks etc.

I know many cases when people gave guarantees and failed. For example how it happened to Mark Lyford and Chris Cobb...

I think three testimonials you have are fine. Your product seems to be of very high quality.

Quality is definitely good in terms of authority in the field.

Cheers.

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digichik

15 years ago

Remember you can only guarantee that which you control, and even then earthquakes sometimes happen.

It sounds like you are producing a wonderful product. Since you are dealing with higher echelon clientele, why ruin things with a guarantee they know you can't keep? You are at the mercy of Google. Your only guarantee should be to produce an extremely high quality product for them.

Don't forget to ask your clients for 5 referrals. Life is so much easier when most of your business comes from satisfied customer referrals.

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FormerWageSlave

15 years ago

Two of the clients aren't ripe for a testimonial as we've just finished and launched their systems. Since results are a huge part of the testimonial we still need some time before we can create their testimonial.

Digichk - We will primarily be using referrals to get new business using a Dan Kennedy method.

I understand that I can't control Google, but that doesn't stop some SEO firms from using a guarantee anyway. The business they gain from putting the prospect's minds at ease with a risk reversal exceeds the number of client's who invoke the guarantee and ask for their money back.

Thanks all and Happy T-Day!

PS - I'm also looking for a new recipe for promoting videos online and getting them to rank, but I think that I'll make a new post for that.

Thanks

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Jason X

15 years ago

I would be very careful with a first page ranking guarantee, I mean you really cant guarantee it. I personally do not offer a first page guarantee, but I do guarantee the outlined work in the work order. I also show past clients, we went from page x to page x with xx days and things like that.

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Detlev 15 years ago

Haven't kept score but I am surprised how many people out there (US and other countries) do in fact offer first page guarantees.
I don't. While it might work (even for quite a while) in local markets you can never be sure about any algorithm updates...
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- TheShark 14 years ago
  
  I know this thread has been vacant for a while - but just in case someone comes here...
  
  I would and do (in my marketing business and seminar business) offer a "satisfaction" guarantee with a time limit (preferably about 90 days - I'm not going to go into the reasons why, but it kicks butt over 30 days).
  
  If you risk reverse and do it correctly, you will get a ton of extra sales, especially with professionals that are being targeted - it gives you the edge over your competitors and if your cost to deliver is low - it means that you aren't really risking much and gaining much more for that low risk of actual loss. I'd rather make 20 sales, give 2 refunds (you can't satisfy everyone) - and have 18 very happy clients, than make 5 sales, no refunds and 1 pissed off client that will make more trouble than the refund is worth.
  
  The Shark
  
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link82

14 years ago

Hey there,

I'm about to look like an inexperienced bum but I'd rather learn... soooo what's this "10x10x4 method"?

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salmcdonagh 14 years ago

@link82 I'm quoting this from memory, so please anyone reading this that spots any mistakes -if I get something wrong - please step in and correct me.

The 10x10x4 method is what is taught by Mike Koenigs and implemented in his TrafficGeyser product. Basically it boils down to making 10 short videos to answer the top 10 questions people may have about the product or service you are marketing. Then you make 10 short videos to answer the questions they should be asking, if only they knew what you (or the professional in question) knows. Then you make 4 longer videos - 1 for your offer, 1 for the squeeze page, 1 for the thank you page, one for the "buy my stuff" video. Then syndicate the 20 short videos to a ton of video sharing sites to build your incoming links to your offer page, and create credibility as an authority. TrafficGeyser was $97 a month when I last checked over a year ago. The idea is that your videos will get ranked on page 1 of google or at least be found all over the place, all driving traffic to your opt in or sales page.
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Risk Reversal for Offline 10x10x4 method?

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