| Make A Bold Promise Then Back It Up With An | | | | be no long list of conditions that must be |
| Awesome GuaranteeWe finished the last article | | | | met by the buyer in order to get their money |
| with a mnemonic...All these extra sales | | | | back if you screw up. It should be simple and |
| you're going to make are in the B.A.G.A Bold | | | | free of tricks - people should feel 100% |
| Promise backed up with an Awesome GuaranteeSo | | | | confident that you are sincere when they |
| today we'll look at what makes a Bold Promise | | | | buy.2. It's Long. Now here's a funny thing - |
| and the three elements of an Awesome | | | | the longer you guarantee something for the |
| Guarantee!A bold promise should be something | | | | lower your return rate. Why? Well if you give |
| that your customer really desires and which | | | | a piddly, tiny, guarantee period, people (in |
| most of your competitors would be too afraid | | | | an effort to ensure their purchase was good) |
| to make. Some people use, "we won't be beaten | | | | will spend that time looking for things that |
| on price", or "lowest prices guaranteed" but | | | | might be wrong. If they don't feel time |
| being the best on price is a stupid way to | | | | pressure, they'll simply forget to look - |
| position your service business anyway. So | | | | after all they have all the time in the |
| stay away from price-promises and deliver a | | | | world... I recommend at least 30 days - but |
| value-promise instead. A value promise means | | | | there's nothing wrong with months or even |
| you can charge more instead of less - leading | | | | years - our Lean Marketing Toolbox is |
| to higher profits.Some Sample Bold | | | | guaranteed for 5 Years - and I've had not one |
| Promises...* I will double your orders in | | | | return yet!3. It Creates A "Forced |
| less than 12 months* You will get at least 5 | | | | Performance Effect". This one works like |
| times your investment back* This book will | | | | magic. You not only remove risk by ensuring |
| help you get beach fit in 6 months* I will | | | | your customer gets their money back BUT you |
| remove your ISSUE/PROBLEM/PHOBIA in 1 hour* | | | | also penalise yourself for failure. This way |
| We'll deliver XYZ in under 60 minutes* You'll | | | | people get a double-whammy! Not only do you |
| learn at least 5 things to increase your | | | | remove their risk - you reverse it entirely - |
| revenueNow on to the awesome guarantee. There | | | | meaning it's in your interests to deliver |
| are three things that make a guarantee | | | | what you promised! |
| awesome...1. It's Unconditional. There should | | | | |