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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

Allow Them Plenty of Time to Evaluate

KEYPOINT: If you only give the buyer a short period of time to evaluate the product, then you are going to find you get more returns.

People feel pressured to decide if the product is worth it or not and with a short return period they are more likely to return the item simply because they did not have enough time to completely evaluate it.

If something has a 15 day guarantee and they are wishy washy, the 15 day time limit will be ever present in their mind.

Short periods of time are not smart from any point of view.

Guarantees should be strong. You have to confidently present your guarantee. The more confidence you show, the more confident the buyer will be. If you are very confident in your product then buyers will feel better. You have to write your guarantee like you mean it and stand behind it.

A strong guarantee comes across as you being so sure they will never need to use it that your buyer will feel really good about buying the product.

Your strong guarantee is actually telling your customers that you are so confident in your product that if they are not happy you would be surprised and you would be more than happy to give them a refund.

From a logic point of view, you might as well make your guarantee as strong as possible because if you don't it comes across in your text and that creates doubt in the mind of someone who hasn't done business with you.

Either do NOT have a guarantee OR make it a POWERFUL guarantee.

Your guarantee should be placed somewhere where your readers will see it and where it will work as a way to get them to buy.

It should be written in a strong way that really communicates to your readers. Your guarantee could be the one thing that gets to a reader and makes them make that decision to buy.

Continue: How to Close Your Copy

Continue: Page | 1 | 2 | 3 | 4 | 5 | 6 | 7 |

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

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