Does your advertisement ask for action? It should. If it does, it’s in the top percentile of local ads already. But are you including this simple success booster, too?
Does your advertisement offer a guarantee? If so, is it a real guarantee that’s more than merely cheap words and empty promises? If not, it should. Let me explain.
People will respond to offers that include a guarantee. The stronger the guarantee, the harder a reader will have to work to convince himself NOT to take you up on your offer. Product guarantees lower entry barriers by removing the inhibitions and doubts a potential customer may have about your product or service.
I’m not talking about empty guarantees, like this common dud: “Your satisfaction guaranteed!” The sharp reader will immediately say to themselves, “Prove it.”
The weakest guarantees are ones that simply promise satisfaction without going any further. You are not fooling the reader. You might get away with thinking you are fooling them, but that’s because none of your competitors offer a strong guarantee, either. For some reason the proliferation of these weak guarantees may give you the impression that strong guarantees have gone out of style, that they are a thing of the past.
In a local area like Acworth, this presents an opportunity for a business owner who’s willing to tolerate a little extra uncertainty. If that’s you, then now’s your chance to position yourself for big returns.
“I suppose I can’t get a reliable guarantee from anyone these days.” Is that what you want new customers to think when they view your ad? They’ll think that you don’t really stand behind your product because you don’t put your money where your mouth is.
If they do, you can take advantage of their cynicism and capture their attention with your strong guarantee. You can steal them away from your competitors by offering a strong, old-fashioned guarantee with real substance, like this one: “If you’re not satisfied within 30 days, I’ll give you back your money AND pay for the shipping.”
Or, if you’re really confident: “If you are unhappy for any reason, I will give you double your money back.”
A strong guarantee is a simple way to increase your ad returns and raise your profits.