The Marketing Tip of The Week

by Ken Varga
Website: http://www.kenvarga.com | Issue No. 07-3-11

 

How To Make Your Offer So Appealing

That Customers Beg You To Sell - No Matter What The Price!

 

Hi again, and welcome to another marketing tip of the week.

When we ended last week’s tip about guaranteeing purchases through Risk Reversal, I promised to write this week about the right way of guaranteeing a purchase and reversing the risk for the customer.

There are many ways to do this.

The key is that, if you know that your product or service will provide the customer with an absolute minimum level of results, you should have no problem or fear to state that performance guarantee to the customer.

The more specific, the more measurable, the more tangible you can make the customer’s expectation of a very specific outcome, the more appealing your proposition will always be to them.

Let me give you a couple of examples:

Remember when Dominos Pizza first started? If you didn’t get a pizza delivered to your door in 30 minutes, it was free.

You knew that if you didn’t get a hot pizza to your door in 30 minutes, they were the losers, not you.

Do you remember when Federal Express first started? If they didn’t get the package delivered to your door by ten-thirty, it was their problem, not yours. They paid, you didn’t.

Now that’s Risk Reversal.

Did you ever subscribe to a magazine or newsletter, and the reason you subscribed is that they gave you a 60 or 90-day, no-questions-asked, 100% money-back guarantee?

They reversed the risk in the hopes that you would try and like the magazine, or newsletter, so much that you wouldn’t cancel your subscription.

The biggest single reason people don’t buy products from companies, or professional services, is that they don’t want to make a mistake. They don’t want to look dumb or mess up.

If you can eliminate all together, the possibility, (not the probability, but the possibility) that anyone will ever screw up, that anyone will ever look bad for making their decision to buy, people can’t help but take advantage of your product in much bigger purchases.

How often have we gone out to buy a car, wondering if the Dealer is going to take advantage of our ignorance, and wondering if we paid too much for the car?

What if the dealer offered their vehicles with a no-questions-asked, one-month, 100% money-back guarantee on any new or used car that anyone bought from them?

That would be powerful, wouldn’t it?

If you were ever going to buy a car, why in the world would you buy a car from a dealer when you might make a mistake and regret it a week later, when you could buy a car from another dealer with the above guarantee, and get 100% of your money back, no questions asked?

So think about this over this next week.

Think of the many ways you can reverse the risk for the customer and guarantee their purchases.

Risk Reversal has made many a company highly successful.

I always recommend it when I consult with companies, because it’s the easiest way to steal customers from your competition.

They’ll come running to you in droves, once the word gets out about your guarantee and risk reversal offer.

We’ll that’s it for this week.

Next week I’m going to write about a powerful way you can increase your customers’ perceived value of your product.

Till then, keep healthy and wise.

Best Wishes,

Ken Varga
  ...using experience from my 35 businesses to help you generate millions of dollars from yours

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