How to Guarantee Direct Response Success
Some years ago, I bought a pair of charcoal gray Monsanto socks. On the sticky label that holds the socks together was a little guarantee written in tiny type below the company name. It informed me that if, at the end of a year, my socks had worn out, I could return them, along with the receipt, for a brand new pair.
Obviously, they believed in their product and their heart was in the right place. But who, I thought, would be compulsive enough to save their receipt, keep track of that particular pair of socks, reexamine them after a year, pack them up, and mail them off?
What really troubled me was the thought of the poor, queasy mailroom clerk who had to open all those pungent parcels. Can you imagine sitting there, day after day, opening packages containing nothing but year-old pairs of festering socks?
Not a pretty picture.
I don't know how many extra pairs of socks Monsanto was able to sell using this specific guarantee, but I do know that guarantees are essential to direct mail success. They help overcome the skepticism and inertia that are our mortal enemies.
Here are six practical ideas that can help make your next direct mail package a winner. I guarantee it!
1. Don't simply call it a "Guarantee."
That's flat and boring. If you're the copywriter, give your guarantee a little personality or individuality. Call it an "Iron-clad, no-questions-asked guarantee." Or a "No-risk (really!) guarantee." Or a "30-day Unconditional
Guarantee." Anything to brighten it up a little bit.
2. Make the guarantee as strong as possible.
If you can live with a 30-day guarantee, why not consider going out to 45 days or 60 days? It definitely is worth testing. If you have few problems with returns, make the guarantee stronger and stronger.