Those of us who’ve spent a lot of time in the Internet marketing industry often develop a sort of blindness with respect to certain topics. When you see something again and again without really thinking about it, that element just sort of blends into the background.
The guarantee is a perfect example of this. It seems like every sales page has a guarantee and most of us never bother actually reading them. They’re just something that’s there, nothing particularly important.
We need to realize that is not the way our prospects see them. To them, a guarantee is a credibility building element. It can provide a sense of security. It makes them feel as if they’re operating in a no-risk context. It’s potentially powerful.
Unfortunately, we often fail to spend any real time crafting a good guarantee policy. We spend even less time explaining the policy and using it to our advantage in sales materials.
If you’ve developed guarantee blindness, take a moment to really consider whether you’re getting the most mileage possible out of your guarantee policy. Think about it from the perspective of a buyer who doesn’t spend all day and night looking at sales page. Think about it in the way your prospects probably do. That can make all of the difference in the world.