Your sales letter guarantee.

It’s really important.  I never really understood how important it was until I studied Jay Abraham’s concept of “risk reversal.”   Your guarantee is essentially the way you remove the risk of ordering for you customer.  And while there are other ways to do that, your guarantee is certainly one of the most important ones.

Here are a few tips for writing effective guarantees:

1.  Use language the makes your guarantee sound BOLD.

People read guarantees all the time.  You need to find a way to use words to make yours stand out.  Use words like “iron clad” “you can’t lose” and similar verbiage.

2.  Explain why you’re offering a crazy guarantee.

Usually, this reason boils down to how confidence you are in the offer. But if you offer a guarantee out of the ordinary, you have to explain WHY you’re willing to offer it.

3.  Offer something in addition to the guarantee.

The typical thing is to allow the customer to keep several bonuses “in the unlikely event” the customers wants their money back.

Now, one of the big issues in marketing is how long or short should a guarantee be?  And that’s a very good question.  I’ve seen some letters with short, to-the-point guarantees that did the trick.

I’ve seen others with triple guarantees that were elongated and flowery.  There is no right or wrong method. But sometimes stacking two or three guarantees together can give you an extra boost of credibility.

The big concept here is you want to take the risk away from the customer and put it on you.  You don’t want them feeling like they can lose by buying your product or service.

I’ve even used triple your money back guarantees before. These can be risky and your merchant account won’t like it.  So I’d be cautious about it.  But I have done it.

Another consideration is how long your guarantee should be.  Should it be 30 days?  60 days?  Longer?  One school of thought says the longer the guarantee, the fewer the refunds and the more the sales.  The other school of thought says that actually refunds do go up with a longer time span.

I’ve certainly had friends burned by offering 3 year or longer guarantees.  The market turned against them or something bad happened and a lot of refunds poured in.

So I’d be cautious about that.  I’ll never forget.  One of my friends offered a very long guarantee.  I think it may have been a lifetime one.  And for some reason, people got scared.  I think it was when we had a war.  Man, his refunds started flying in like a fleet of war planes.  He got products back from two and three years before.

It was crazy and cost him a lot of money.

Your merchant account is going to want you to offer a shorter guarantee like 30 or maybe 60 days.  If you offer longer than that, you need to confirm it with them.

Having said that, overall a strong guarantee normally boosts sales.

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How to Write a Sales Letter

by Marlon Sanders on July 24, 2019

How to write a sales letter is something that often haunts people who are marketing online.

In this article, I’m going to lay out the basics of writing sales letters.

Here are the common problems in online copywriting:

1. Don’t believe long sales copy works.

While split testing can give you a definitive answer in a specific case, the whole history of direct response marketing and advertising shows conclusively this fact:

Sale letters can NEVER be too long. They can ONLY be too boring!

The reason you see people on blogs and forums saying that long sales letters don’t work is because they don’t! That’s right. THEIR long sales letters don’t work. A marketing letter that bores the reader to tears, doesn’t use proven emotional selling principles, doesn’t follow time-tested and proven methods of sale letters and doesn’t use every secret of persuasion available won’t work.

There’s a reason top copywriters get thousands of dollars to write sales and marketing letters that pull in orders: It’s just as much an art as it is a science.

Having said that, while it is a skill, it’s a learnable one.

2. Don’t hit on deep emotional benefits.

It’s one thing to state the features and benefits of an offer. It’s quite another to dig beyond the surface and hit the emotional nerve that gets the reader to react and respond. Plain vanilla copy you can get for $250 won’t do that.

And neither will the SAME copy in an online video. People mistakenly think there’s something magic about videos as opposed to sales letters. There isn’t. They’re just different media in which you implant your effective sales message.

3. Don’t cover all the features and benefits possible.

I can’t even tell you how many times I’ve avoided buying from a web site simply because the web site didn’t tell me what I needed to know in order to make a positive purchase decision.

Instead of being afraid your reader won’t read, be afraid of NOT telling them all they need to know in order to make a positive buying decision.

Now, the more an item is an impulse purchase, the less the copy is required to sell it. The greater the emotional involvement in the decision, the more long copy is needed to sell it.

A lot of the comparisons between videos and sales letters aren’t fair because they’re dealing with impulse purchase items.

But let’s take a product or service that involves an emotional decision. Long copy will work to sell that item because people want to get all the facts before they make a decision.

Why You Should NOT Use Either Sales Letters Or Videos Alone

The truth is that your best response will likely be obtained by using BOTH a video and a traditional long-form sales letter. That way the people who want to read can read. And the people who want to watch a video can watch a video. And people who just want to listen can listen.

You cover all the bases:

* Readers

* Visual responders

* Auditory responders

Don’t throw the baby out with the bath water. Videos are a powerful selling tool. But combine them with long-form direct response sales letters to obtain the highest response possible.

Marlon Sanders

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How to Write Your First Paragraph

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Most attention in how to write sales letters info products focuses on writing headlines. But your first paragraph is very important. Here are a few ways to begin. I’m borrowing liberally from John Caples’ classic Making Ads Pay. A lot of people don’t realize that in addition to Tested Advertising Methods he also wrote two […]

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Sales Letter Template | A nifty template for your sales letters|

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Sales letter template? Looking for a good one? Seems that everyone is. So in this article, I’m going to give you a simple yet powerful template you can plug into sales letters, marketing letters, online ads and many other things. This template is built on 3 key steps: 1. Your sales letters or marketing letter […]

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Sales Letter Secrets

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There are a few secrets most people don’t talk about. Here’s a short video: Sales Letters Secrets

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How to Adjust Your Sales Copy To The Audience

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When I was a young copywriter just starting out, I didn’t understand how to adjust my sales letters to the tone of the audience. I remember once writing a headline for my dad’s TV business that read something like “I double dog dare you to XYZ.” Now, my dad serviced TV’s for hotels and motels. […]

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Sales Letter Software

July 22, 2019

I created a category or genre of software called Sales Letter Software.  It’s what some people use as training wheels to write sales letters with.  A pro doesn’t need it. But a newer person sure does. Here’s WHY I created this software: 1.  I created a 12-step formula for writing copy. What I found is […]

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Create Sales Offers. Pitch. Promote.

July 22, 2019

This video starts slow but delivers big by the end.

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3 things to look for in sales letter software

July 21, 2019

If you’re considering getting sales letter software to write sales letters with, don’t be like this girl with her eyes shut! Be smart and consider the 3 most important criteria for a successful sales letter software purchase.  Since I created the category of products called “sales letter software” generators, I’m  pretty qualified to give you […]

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How to Differentiate Your Product or Service Using Sales Copy

July 21, 2019

The text below is supplemental to the video, so watch it first. Then read what follows. As you know, there are 3 basic steps in my marketing method (5 if you want to use the full Amazing Formula). But the 3 basic ones are: 1. Target buyers 2. Get them on a list 3. Make […]

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