We promise to never pass on your email address to anyone else.
Last week I was speaking to a newcomer to direct marketing. He had a product that looked good, had great margins and he had written a sales letter that wasn’t half bad for a first attempt.
He was keen to learn and asked how I thought the letter could be improved. He had a strong headline, a good story and plenty of testimonials. He couldn’t offer a free trial on the product and had no money back guarantee. I suggested this was a must, he agreed but when I saw his next draft I realised he hadn’t really understood how a money back guarantee works.
He offered a very generous (!!!) 4 day money-back guarantee as long as the new client jumped through about 15 hoops first. I explained that this would not only put people off ordering but, even if they did order, they would treat the product like a “hot potato”. They would have it back in the package and returned to you before they gave it any sort of proper test.
Far better, I said, to give everyone a no-quibble 90 day money-back guarantee. Not only would the orders increase but the refund rate would drop as the prospects could take their time to try the product. Even if the clients weren’t delighted very few would even remember the exact terms of the money back guarantee.
MBG’s work – if you currently offer a short one, test a long, very generous one.