How To Create A Winning Guarantee

Today having a money back guarantee in your ads, web copy, emails and sales letters is mainstream. It’s expected of you. But rattling off a guarantee isn’t as effective as it used to be.

Perhaps you’ve already discovered this. In this article, I’m going to show you several types of guarantees you can use and how to leverage your guarantee as a point of value.

Typically, the longer the money back guarantee, the less refunds you’ll end up having. The reason why is because people tend to procrastinate. The more time they have, the longer they’ll put off requesting a refund. Now if your guarantee is short, they’ll have the motivation to act.

Now for the types of guarantees you can use.

Standard Money Back Guarantee: This is the typical guarantee most people employ, wherein you offer a 30-day, 60-day or 1-year return policy. If you plan on selling on Clickbank you’ll be restricted to a 60-day money back guarantee. Copy for a standard guarantee will run along the lines of this:

“Try my ____ for 60 days and if you’re not 100% delighted then simply return it for a prompt and courteous refund with no questions asked.”

Double Your Money Back Guarantee: This is a very powerful guarantee but few people are willing to use it. That’s easy to understand why when you consider that you stand to lose money from people who are freeloaders.

However, marketing tests show this type of guarantee almost always increases sales conversions significantly. The copy for this type of guarantee usually goes like this:

“If you don’t boost your profits by ________, then return the materials in good condition and show us proof you tried the program as described and you’ll get double your money back!”

Another version of this guarantee would involve not giving double their money back if they requested a refund, but instead ten dollars extra or some such amount. For the faint of heart, this variation of the double your money back guarantee will still effectively boost your conversions.

It’s important how you describe your guarantee too. Effective phraseology includes:

Satisfaction Guarantee; Generous 60-Day Money Back Guarantee; Try it Risk-Free for 90 Days, Prove it at Our Risk for 30 Days, Examine it for a Full Year on a 100% No Risk Basis, Double-Your-Money-Back Guarantee!

These are just a few of the many variations possible. When writing copy for your guarantee you want to use it as an opportunity to further sell your product/service. So instead of the standard guarantee …

“30 Day Money Back Guarantee

Try my _____ risk-free for 30 days and if you’re not completely delighted then send it back for a full refund, with no questions asked.”

… You can improve it by adding value and benefit-laden copy like this …

“60-Day Money Back Guarantee

If you don’t see an instant savings of ____ in 1 week and then a further savings of ____ 2 weeks, then send it back and we’ll refund your money in full with no questions asked. You deserve results and we 100% guarantee you’ll get your money’s worth many times over.”

– Mike