Message & Media: Satisfaction Guaranteed
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.