Like many of you, I’ve been skeptical over the years about these big promises marketing “gurus” make. You see their ads plaste red all over the Internet preaching instant success. They promise six figure incomes IF you pay them a big chunk of money, and follow their one – of – a – kind marketing strategy.
After you buy their course and follow every step, you realize you wasted your tim e and money. These “gurus” didn’t tell you anything new about marketing. Why does it seem that everyone else has all the answers BUT you? What’s the big secret that these “gurus” never tell you?
A few years ago, my friend and I were driving to my tennis cl ub and I saw a huge hair recovery ad on a building. My friend was going bald so I mentioned, “Look, you should try that.” He immediately replied, “No, that doesn’t work.” I asked him if he had ever tried it. He responded that it looked like a bogus ad that promised false results.
That’s when it finally clicked with me. I finally understood marketing. My friend was going bald. He would give ANYTHING to get his hair back and money was not an issue for him. The only reason that stopped him from taking the fir st step was skepticism.
Then it hit me: “Interesting! If skepticism is the problem, then what is the solution?” I realized there are just two secret ingredients you need to kick – start your marketing towards success.
By proof, I don’t mean an anonymous testimonial from John A., NYC. Proof equates to dozens of “before and after” shots, several video testimonials with full names and cities, bank account statements showing your profits, proof of legal cases you won, etc. Don’t just TELL people you’re good. Show them that your products actually work for real live, human beings.
Secret #2 Even if your product doesn’t work, your customers always come out on top
If you sell pink wigs and you offer a 100 percent money back guarantee, that’s not enough. If people don’t like your wigs, they just spent their valuable time ordering online. Then they will spend even more time driving to the post office to return the wig.
Who’s going to pay the customer for he r wasted time? What about the disappointment of getting something that doesn’t meet her expectations? How will she be compensated?
In this case, I’d offer a 120 percent money back guarantee and the customer gets to keep the wig. If your product is a high – t icket item, offer a 110 percent money back guarantee, allow peopleto keep part of the package (i.e. a pillow if they bought a mattress), and you pay for the return shipping. Your prospects should be able to answer a resounding YES to this question: “If I don’t like this product, will I end up better off than I was before this transaction?”
If you are concerned about losing money by offering an outrageous guarantee, you might not be able to get around people ripping you off. However, if your refunds increas e by 25 percent and your sales by 220 percent, doesn’t this offer make good business sense? These are actual numbers gathered by one of my favorite direct response marketers.
If you think too many people will ask for a refund based on your product quality, then consider offering a better product or switch to a different industry. You won’t get ahead if you continue to sell a mediocre product.
Remember…IF your customer wins, whether or not your product works, AND you put that message directly in front of the right audience…then you have a winning marketing strategy.