Including a Guarantee on Marketing Literature

Including a Guarantee on Marketing Literature

Most people don't want to be sold - they want to feel as if the decision to buy is made without any kind of pressure. Consumers want your assurance that the product they are buying is great; but if they don't like it, they want to know that they are able to get their money back without any hassles.

We have all seen direct mail marketing pieces or watched TV commercials; and many of them include a money-back satisfaction guarantee. The buyer needs product assurance that the product it will live up to our expectations. As consumers, we like having a customer-satisfaction guarantee so if we don't like a product, we have the option to return it.

Several ideas for powerful marketing guarantee statements include a money-back or service guarantee. A sample guarantee may sound as follows: "Offering a 30 day money-back guarantee! If you don't like it, simply return the product, and we will send your money back!" or "Use our product for 90 days, and see how much better it will make you feel!" ... "If you don't notice any positive results, you have our money-back guarantee!"

When formulating a marketing message, the guarantee is usually the last statement that will motivate the consumer to take action. We all have read or heard about products that has our interest, but it is the marketing guarantee that makes a powerful statement about the company and type of service you can expect after the purchase.

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