A powerful guarantee removes risk from the prospect by removing the fear of failure. The risk and fear of choosing the wrong solution. As a copywriter, you can remove this obstacle to purchase using a “Risk reversal guarantee” like the one featured here.
This is from Australian copywriter Steve Plummer, a long-time AdBriefing Copywriting Tips subscriber. It's one guarantee that uses the power of “FREE” while eliminating the pressing concern about a prospect wasting time.
Steve uses this guarantee for a two-day seminar program for copywriters. What is the biggest fear of anyone when it comes to showing up at an event? For some it may be the costs, but for all, it is a fear of wasting time.
With seminars, you'll get more people to show if they pay for something. However, a lead generation seminar may want to filter who enters the room. Depending on how you present the offer, it is possible to get both commitment and a large audience.
This guarantee gives the customer FREE while getting the promoter a REFUNDABLE booking fee. The fee likely holds off tire-kickers, while a larger group of serious prospects get free from the guarantee.
Why is this important? Let’s look at things from the prospect perspective.
For taking a day off work, driving down to the venue, the customer gets a full day of training to decide if they want to invest in the two-day program. It seems like the prospect gets so much before having to make a decision.
It’s easy to measure this kind of campaign to test the guarantee. Registration will capture the name of individuals who follow through on the booking; then, refunds will be backed out. Very few will back out to ask for a refund for science reasons.
Each attendee will strongly desire to stay because of the escalation of commitment. They (1) committed to a booking fee, they (2) committed to showing up, they (3) committed to evaluating the value of the event, and finally (4) they are driven to stay because the crowd often choose to stay.
With a strong guarantee like this, the prospect soars across the threshold resistance of “yet another seminar.” Gary Halbert and Ted Nicholas each mention this type of guarantee where the customers check isn't cash until the prospect is completely satisfied. Literally the checks are sitting in the back of the room for them to pick up if not completely satisfied.
Removing risk makes “Yes” decision-making easy. This is one way you can get started. Use this guarantee to help someone just to try rather than being on edge about your offer.