Message & Media : Satisfaction Guaranteed
6 examples of the profitable power of a promiseNovember 2012 By Pat Friesen
2. Stand apart from the competition. How many plumbers are there in your city and how much time have you wasted waiting for one of them to show up to fix your plumbing problem? What if a plumber promised to be on time or he would pay you for your time lost? Benjamin Franklin Plumbing—"The Punctual Plumber"—does just that. The guarantee sets them apart with this promise: "If there's any delay, it's you we pay. If we're not on time, we pay you $5.00 per each minute late up to $300." What reinforces the attention-grabbing value of this guarantee is its specificity. And, no surprise, it's even featured on the back of Benjamin Franklin Plumbing trucks.
3. Don't let your lawyer write it. The best guarantees are short, to the point, and without asterisks or legalese. When it comes to having the shortest, most unconditional guarantee on record, Lands' End wins hands-down with "Guaranteed. Period." To prove the retailer means what it says, the Lands' End website recounts the following story:
As you'd expect, over the years our guarantee has been put to the test. We've been given countless opportunities to demonstrate our commitment to customer satisfaction and our willingness to stand behind the products we sell—though none more demonstrative than the return and refund of an original London taxi. Featured on the cover of our 1984 holiday catalog, the taxi was purchased for $19,000 by a Kansas native as a gift for her husband (an avid car collector). In 2005, her husband contacted Lands' End and expressed interest in returning the car for a full refund. Of course, we obliged—because whether your purchase includes a tote or a taxi, your satisfaction is Guaranteed. Period.
4. Guarantees work for intangibles, too. If you're an insurance marketer, you may think guarantees don't apply. Think again. A guarantee answers the question, "But what if I change my mind?" And if you're making a significant purchase, such as life insurance, you may need or want to change your mind.
The question is, "Can I do it?" Life insurance companies often offer a 10- to 30-day "free look" during which you can return your policy or certificate for a full refund of premiums paid. While this may (or may not) be required by some state insurance commissions, it does address a potential buying objection and can be promoted as such.
5. Add value. Here's a guarantee that adds value by addressing the objection, "What if I don't get the results I need?" Green Training USA, a provider of training for contractor certification programs, offers Success Guaranteed Results. "If You Don't Pass Your Certification Exam the First Time—No Worries! You can retake the Green Training USA online class for FREE." This guarantee has the potential of being worth hundreds of dollars.
6. Be bold. You may have thought the entire product category of ink-on-paper planner/organizers was passé, but it's alive and well at the Planner Pad Company. Take a look this no-risk guarantee made by the Planner Pad Organizer. Bill Crosson, company president, states:
I guarantee the Planner Pad organizer will help you be more organized and productive both at work and in your personal life. If for any reason you're not 100% satisfied at any time in the first 6 months, just return your Planner Pad organizer and I'll refund the entire product price. No questions asked.
In a recent mailing, this guarantee was featured on the front and back of the outer envelope, in the sales letter and product brochure, as well as on the order form.
So, what's in your guarantee? Whatever you say, don't be shy about telling tire-kickers and comparison-shoppers that you stand behind what you sell and genuinely value your customers' satisfaction.
Pat Friesen is a direct response copywriter and creative strategist writing for online and traditional media. Reach her at (913) 341-1211, firstname.lastname@example.org or by visiting www.patfriesen.com. Also find her at linkedin.com/in/patfriesen.