12 Copywriting Secrets for Publishing Offers
11. Dramatize the guarantee. A strong guarantee is a vital plank in your sales argument. Too often, it's written in generic, boilerplate copy: One guarantee starts to sound like every other. Instead of tacking it on almost as an afterthought, embody it with a bold, specific promise that shows the guarantee in action.
An investment publication could say something like this: "If Stock Market Alert doesn't uncover recommendations that could make you 10 times the cost of your subscription in the first year, we'll gladly refund your money even on the last day."
12. Strengthen your guarantee to the max. Some publishers are reluctant to offer 100 percent money-back guarantees. Many give full refunds only up to 30, 60 or 90 days. Publishers assume, mistakenly in most cases, that they'll lose money by offering a full, complete refund. Yet evidence suggests that this is not the case. A few people will take you up on it, but the overwhelming majority of your new subscribers will not. A full, unconditional guarantee is undeniable proof of your product's credibility and helps to smash yet another obstacle to ordering.
Robert Lerose is a freelance copywriter of direct mail and online promotions for Harper's Magazine, Forbes, Phillips, Institutional Investor, Better Homes & Gardens and many others. You can e-mail him at firstname.lastname@example.org or phone (516) 486-0472.