MODULE 2 LESSON 4 WORKSHEET: WRITE YOUR PERSUASIVE GUARANTEE · WORKSHEET: WRITE YOUR PERSUASIVE...

MODULE 2 LESSON 4

MODULE #, LESSON #

WORKSHEET: WRITE YOUR PERSUASIVE

GUARANTEE

WORKSHEET: WRITE YOUR PERSUASIVE GUARANTEE

MODULE 2, LESSON 4

© 2016 SOCIAL TRIGGERS, INC. | PRIVACY POLICY | DISCLAIMER | TERMS OF SERVICE

In this worksheet, I'll help you craft the perfect guarantee for your sales page.

Remember, a guarantee is a form of “risk reversal.” It removes the risk of buying for your customer,

and transfers that risk to you. That's the reason why guarantees can drastically increase your conversions.

But as you saw in the training, most people don't think much about HOW they remove the risk.

They just tack on a guarantee because, well, everyone adds a guarantee.

But for a high-converting sales page, you need the RIGHT guarantee. It needs to remove all the

risk. It needs to be credible. And it needs to be featured prominently.

Plus, depending on what you sell, you might need to add conditions to your guarantee. This can

actually make your guarantee MORE credible. It can also protect you against scammers who want

to take advantage of you.

So, how do you find the perfect guarantee for your sales page? I’ll show you how to do it step by

step in this worksheet. And then, in the final step of this worksheet, I’ll also help you write the “screening” section of your sales page. This is to ensure that you convince the right kind of people

to buy… and scare away those who aren’t a good fit for your product or service.

Now, you might be wondering: Why would you want to scare away ANYONE? Well, because we’re

not trying to trick people into buying something they don’t want or need. And because doing

business comes with risk for you as the business owner, too. So, screening your prospects for the types of people you want to do business with can save you a lot of headaches (and refunds).

But first, let me help you craft your guarantee. Let’s start with...

Step 1: Find the main risks for your customers

Remember, the main goal is to ELIMINATE all the risk for your customer.

On the surface, the big risk is that your product or service won't work and buying it will be a waste

of money. That's the biggest road block that prevents people from purchasing in the first place. It

applies to pretty much all products and services. And a good guarantee puts that worry to rest.

But to craft a more persuasive guarantee, you should get more specific and ask…

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What’s the biggest worry your prospects have about your product or service?

Then, you can craft your guarantee to address that specific worry.

For example:

• Are customers concerned about overpaying?

• Are they worried they won’t know how to use your product correctly?

• Are they afraid your product will break?

• Are they afraid they won’t get it in time?

• Are they afraid it won’t fit?

• Is your industry known for delivering uneven results?

These are the kinds of

questions you need to consider

when deciding what your

guarantee is going to look like. Look back to your customer

research, competitors’

guarantees, and your own

experience with selling your

product or service.

For example, take a look at my

guarantee for my complete

sales training, Yes Engines (to

the right).

For this product, I created a 30-day 100% satisfaction

guarantee. Pretty standard so

far, but look at what I also said…

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I added that if my customers didn’t feel like they received 10x the value from the training material,

they could ask for refund at any time during that 30-day period.

Why did I write it like this?

Remember, customer satisfaction has a lot to do with perceived value. Customers worry that they

won’t get the value out of what they’re buying. They want to feel like they’re getting more value

than they’re paying for. I address this in my guarantee by telling them that if they don’t feel like

they got 10 times the value, they can request a refund within 30 days. This way, I’m removing a

huge risk that prevents my customers from buying.

See how this works?

Let me show you another example. It’s a well-known guarantee, and it addresses a very different

risk. It’s the Domino’s Pizza “30 Minutes or Less.. Or It’s Free” guarantee:

When people order pizza,

they want it FAST because they’re hungry.

So, the risk is not just

about the money. It’s also

about the time. Specifically,

sitting at home with a growling stomach for an

hour. And who wants that?

No one. And that’s why the

Domino’s guarantee is so

successful.

Here's the thing you need to remember for your own guarantee:

At this point in your sales message, people WANT to buy what you're selling. They've already

decided that your offer is worth their money. So, they'd rather not use your guarantee if your

product or service delivers on its promises.

But they don't know for sure, not until they experience it. Your guarantee is like a safety net in case your product or service doesn't deliver.

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So remember, if you want to craft a PERSUASIVE guarantee, you must address the specific risk of

buying your product or service.

Is it just about losing the money? Or are people worried about something else?

So, here’s what I want you to do now:

In the space below, write the main risk of buying your product or service for your customers. Use the customer insights you collected in Module 1 if you’re having trouble.

Step 2: Choose the right length

Part of crafting the perfect guarantee for your product or service is choosing the right length.

The general rule is: The longer your guarantee period, the better it is for you sales.

But most importantly, make sure you give your customers enough time to figure out if your

product or service is right for them. Otherwise, your guarantee loses all its power.

Now, if you want to take it to the extreme, you can offer a lifetime guarantee. This can make sense

for a product where people expect it to last for a very long time.

For example, look at the Cutco knives lifetime guarantee:

“Cutco stands behind every item that leaves our factory. With over 65 years of expert

craftsmanship, Cutco makes knives and kitchen products you can depend on. Forever.

When you send your well-loved Cutco products in for sharpening or repair they will be

cared for as if they were our own. Your products go through a detailed multi-step process

and are returned to you like new. There’s no receipt or registration required.”

How about that for standing behind your product? If you’re deciding between a couple different

sets of steak knives, a guarantee like this can make your decision a no-brainer.

But you don’t have to go that far unless it makes sense for you product or service…

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MODULE 2, LESSON 4


Choose a length that gives people plenty of time to experience your product or service. Write it in the space below:

Step 3: More than money back? Choose the right payoff...

Now, it’s time to think about the payoff of your guarantee. What do people get when they use your guarantee? Do they get a full refund? Do they get MORE than their money back?

Think about this…

When you buy a product or service and it doesn’t deliver on the promise, you lose more than just

the money you spent. You lose the time you spent to buy and try the product.

Just imagine you’re selling tickets to an event. Someone buys a ticket and drives 2 hours to get there. If you refund them the the value of the ticket, it will still feel like they got the short end of

the deal...

That’s why some guarantees offer MORE than money-back. Sometimes you’ll see this in the form

of a “double money-back guarantee.”

Or think about the Domino’s example: Getting your order for free is money-back. If you throw in another free pizza (or a coupon), you’re offering MORE than money back.

This is powerful. And chances are, offering more than money-back won’t increase your refund rate

by much. So, you’ll only need a small boost in sales to make more money in the end.

But you have to BE CAREFUL:

If you’re going to test something like this, I highly recommend you test it with a limited number of people. That way you can see how many people buy, and then see how many people refund.

You don’t want to open your business to an uncontrollable risk without knowing your numbers.

And something like this puts you at risk of doing just that.

Instead, I recommend something like the “Bonus Guarantee.”

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MODULE 2, LESSON 4


It’s a different way you can offer more than money back without putting yourself at risk...

Here’s how I use it for my software product Zippy Courses:

“100% Risk Free: If you try Zippy Courses today, you get all these bonuses… and you have 30 days to try it all out. IF you don’t like it, email our support team (…) within 30 days, and

we’ll give you 100% of your money back.”

You see, if people buy Zippy Courses and don’t like it, they can KEEP the bonuses. No hard

feelings. And it doesn’t require me to spend that much time on someone who was going to refund

anyway.

So, with a Bonus Guarantee, you’re offering more than money-back WITHOUT putting any extra

cash on the line. And when you combine a bonus with a strong money-back guarantee, your offer

will be hard to resist.

Here’s what I want you to do now:

Think about your payoff. Should you offer a full refund? Does it make sense to offer more than money back? Can you offer a bonus in your guarantee? Use the space below to come up with some ideas and choose the payoff for your guarantee.

Step 4: Add conditions to your guarantee (optional)

Let's try to make your guarantee even more persuasive! You see, most guarantees just say

“satisfaction guaranteed.” But what does satisfaction really mean?

For any given product or service, “satisfaction” can mean very different things, especially if you’re

selling a service. Satisfaction can vary from customer to customer.

So, it’s often better to define what “satisfaction” actually looks like. It’s better for your customers,

because they’ll know exactly what to expect. And it’s better for you because it can make your

guarantee more credible.

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For example, here’s a specific guarantee for a home teaching program:

“If your grade doesn’t increase by at least 1 level, you’ll receive a full refund.”

Or let’s say you’re a personal trainer:

“Lose 7lbs in 30 Days or Your Money Back!”

So, how can you create a guarantee like this? First, define “satisfaction” by spelling out the

minimum result you can guarantee. And then, to protect yourself and make it credible, you add

conditions to your guarantee.

For example, look at this guarantee from Halevy Life’s, a private training gym:

“Does your gym or personal trainer guarantee your results? Well, we do. Give us ninety

days and we will transform you. And we’re so sure of it, that at the end of 90 days if you

haven’t improved in at least three of five quantifiable fitness measures, we’ll simply return

your money. To be eligible for Fitness Guaranteed® you must commit to working with us

three times per week, for a period of three months.”

Notice how different this is from most other guarantees. It doesn’t just promise that you’ll “look

better” or “feel fit.” It tells you exactly what performance results you’ll achieve...or your money

back. And it ALSO tells your customers what’s expected of them: “Work out at least three times

per week.”

I love this. With a minimum result, you’re not just parroting a standard guarantee. And by adding conditions, you show that you have expectations for you customers as well. This makes your

promise of a minimum result credible and your guarantee VERY persuasive.

I use conditions in my guarantees, too. It’s the “Show Me You Did the Work” guarantee:

Why do I use it? Because the only way to really know whether the material in a course works is to

actually USE it. Makes sense, right?

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Everyone understands that. So, if I offered a “no questions asked” guarantee, it would actually

make the guarantee seem much more like a sales “trick.” Without the conditions, the guarantee

would be LESS credible.

Now it’s time for you to add even more credibility to YOUR guarantee. Make your guarantee more specific. What does satisfaction really mean? Try to define a minimum result in the space below. Then, think about the necessary conditions to deliver your minimum result:

Step 5: Screen your customers

After all this talk about guarantees, you might be worried that you’re giving too much away to

your customers, and even cutting into your profits. But as I’ve shown you, creating a persuasive

guarantee can actually reduce your refund rate AND increase your conversions.

And now, you’re going to add another element to your sales page that will ensure you’re converting even more of the RIGHT customers.

I call it “screening” your customers. Doing this helps keep your refund rates down and qualifies

your customers, so you know the people who are buying are right for your product or service.

The way to do this is by defining who your product or service is for… and who it is NOT for.

Remember, your sales page is here to help people make the right decision for them. And you know exactly who your stuff is for, and who it isn’t for. So, putting this on your sales page has the

powerful effect of selecting the people who are a good fit and filtering out those who aren’t.

Here’s how I screen customers for my Blog That Converts training:

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First, I target all the people that are the right fit for Blog That converts. You can do the same by

going back to your research and pulling the characteristics of the type of customers that are perfect for your product or service.

Next, I talk about who Blog That Converts IS NOT right for. Now I’m not saying you need to be this

blunt, that’s just MY style. But you have to indicate who your product is NOT for and also the kind

of customer you’re not willing to do business with.

Showing this contrast makes it crystal clear if your product is right or not for your prospects.

Remember those, “hey, that’s me!” moments we’re trying to create to describe your customer’s

identity? Screening your customers is a GREAT opportunity to do that. So, don’t skip this step.

In the space below, screen your customers clarifying who your product IS for and who it’s NOT for:

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Step 6: Write your guarantee and your “screening” section

Now that you have all the pieces you need, it’s time to actually write your guarantee and the

“screening” section of your sales page. Use the examples in this worksheet for inspiration.

In the space below, write your guarantee:

In the space below, write your “screening” section:

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MODULE 2 LESSON 4 WORKSHEET: WRITE YOUR PERSUASIVE GUARANTEE · WORKSHEET: WRITE YOUR PERSUASIVE...

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