Sales Letters

Potential customers can be very cautious about purchasing products online. Nothing wrong with that and they should be. What if you had purchased something online only to find that it was faulty or didn't match up to your expectations. The sales letter and advertising enticed you into the purchase but the actual product was a let down. We all suffer 'buyers remorse' every now and then even for the small paurchases. This is why customers are wary.

One common technique used by internet marketers is the 'Guarantee'. The Guarantee reduces the fear factor about purchasing. It takes away the risk of purchasing a poor product that is not wanted.

There are a number of different ways a Guarantee can be used. Offering a free replacement in case of faulty goods is one way or additional services to redress the dissatisfaction felt. Refunds are another way of easing a customers concerns. Importantly, the offer of a refund creates goodwill with the customer gives them confidence in you. When you offer a guarantee, you are creating goodwill and confidence in your product or service.

Occasionally buyers might think, "Why is there a Guarantee? Don't they have confidence in their own product?"

To counteract this your offer of a guarantee should be risk-free. This means no strings attached - totally unconditional and without question. Asking for the product to be returned unopened or in its packaging to receive a refund is not a good idea for online products and will not instil confidence in the buyer. In any case with many information products this would be impossible.

Offering unconditional guarantee's is a marketing tactic that creates excellent goodwill from buyers. Your likelihood of making a sale will increase dramatically using this tactic. It promotes confidence and authenticity in your business and increases the possibility of repeat custom.

Finally, be aware that if something does go wrong with your product you must stand by your guarantee. Act quickly with the refund and be humble if the product did not work for any particular customer. In all likelihood, if you have a good product or service you will only get a small number of people acting on the guarantee and your subsequent increase in sales will more than offset anything you give back.

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