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