The Secret Marketing Power of Including a Guarantee

The Secret Marketing Power of Including a Guarantee

By: Valerie Weber Hamann, President -- October 2005

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

If you have read a lot of direct mail marketing pieces, or watched TV commercials, many include a guarantee. Reason being is that the buyer needs that last measure of assurance regarding the product they are thinking about purchasing. As consumers, we all like to know if we don't like a product, we have the option to return it.

As a marketer and copywriter, we know that the guarantee is a critical point in driving home the final message. That is why so many good copywriters include a guarantee in their direct mail marketing pieces.

Several ideas for powerful 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 writing 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 have interested us, but it is the marketing guarantee that makes a powerful statement about the company and type of service you can expect.

About the Author:

Valerie Weber Hamann is the Founder and President of Evergreen Writing Services, LLC. Valerie has accrued over 10 years of sales and marketing experience, and is a member of the American Marketing Association. Read more insightful articles on sales, marketing, writing and marketing communications at http://www.evergreenwritingservices.com/marketing.html.