Do you offer a “30-day money-back” or “100% satisfaction” guarantee?
As great as those sound, they’re just not as effective as they used to be.
People don’t notice standard guarantees anymore. They’ve got guarantee blindness.
One of the most important things a good copywriter does is make your prospects believe—beyond a doubt—that they’re going to get incredible results.
But whether you hire a copywriter or you write your own sales pages, you should understand how guarantee blindness affects your sales; otherwise, you can only hope the copywriter knows how to form a great guarantee.
Strong guarantees are almost sure to create more sales than refunds, so offering them makes sense (as long as your product is as good as it’s supposed to be).
But to get really great results, you need to make the guarantee shine so brightly that even the blind will see it.