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Copywriting: The Final Frontier in Using the "Written Word" to Speak To Your Potential Customer

Part 4 of 5

by Kevin Hogan

Outline the Details

There was a time when I charged a restocking fee because if we got something returned it would almost always be in unsaleable condition. Thus you lose a significant amount of money on a return as it takes as much or more time to receive a return as it does to package and ship a product in the first place.

However we got more returns when there was a restocking fee! So, we switched to a 110% guarantee which was taken advantage of MUCH LESS often.

Now, in 2007, I don't really think about whether the return will be 0.2% or 1.2%, I just write what I believe will make new readers comfortable doing business for the first time.

Our experience is that once we've got a customer, we keep them for life. So because I bust butt to make sure that what goes into a kevinhogan.com program is unique and valuable, I know that if the person actually uses it, we are fine and will do well by that customer.

This isn't true for bigger companies that sell numerous people's work. They have to operate on a different set of parameters.

They have to sell their programs for lower prices and have to offer full guarantees. Then they will have up to 20% returns. And they've planned for that.

If I see a package returned I usually make sure it's defective or it's hard to imagine why I would want to go to the trouble of letting the person do business with us again.

You'll get there too.

It is very important when writing the guarantee that you make sure you tell buyers that making a return is not going to be hard. You tell them exactly what they will need to do.

Of course, you do not want to have to accept returns. Sometimes, though, no matter what you do some people will be unsatisfied. Sometimes they simply want your program and want their money as well.

MOST people are honest...thankfully.

Your guarantee is really for those people and for the people who might otherwise choose not to buy the product because they do not want to take the risk.

Some people are very worried that if they buy something online and are unhappy they are stuck with it. A guarantee helps to ease their concerns and make their decision to purchase easier.

In these cases you will find the majority of time the people end up happy with the product and never even need the guarantee. However, just having that option available is enough to cause them to have the confidence to buy in the first place.

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Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732

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