High Tech Marketing Blog

One of the most important parts of creating a
strong offer is risk reduction. And the higher
the price, the stronger the risk reduction
component must be.

You’ll find a good example of that here:

http://CBmall.com/detail/lower-risk

A strong risk reduction may include:

* Money Back Guarantee

A 30, 45, 60 or 90 day guarantee is pretty
ho-hum these days for many products. But still
important.

* Results Guarantee

When accompanied by a money back guarantee,
this becomes much more powerful. For example:

“Here’s my vow to you: You must agree that
product XXXX has put at least FIFTY TIMES your
first payment to your bottom line, or send it
back for a 100% Unconditional Refund.”

Now doesn’t that seem much more powerful?
Obviously, this person believes in their
product enough to take all the risk.

* Proof of Performance

Positive proof of performance is another risk
reduction method. If you can state clear
performance benefits and prove them with credible
testimonials, prospects have another strong
data point for their decision-making process.

It’s also more powerful to have a range of
different types of results. If you were
selling a golf product, you might have a
testimonial from a young guy who now hits 350
yard drives. Great. But also include one from a
small woman who went from 150 yards to 180
yards. That’s just as important for her.

Or if you are selling a marketing product,
having testimonials from established businesses
is great, but also share results from beginners
to demonstrate that your product helps all
types of businesses.

* Creative Restatement

Saying, “Money back guarantee” is fine. And
important. But consider stating your guarantee
in more creative ways.

Example: “Use it to make all the money you want
between now and March 15, 2009. Then you decide
…”

This reinforces the fact that the buyer can’t
possibly lose, because if they don’t profit
from the investment, they can decide to return
the product. And they’ve got plenty of time to
try it and see results.

* Payment Reduction

Accepting payments over time is another great
risk reduction strategy, especially in
difficult economic times like we are in now.

Many people who can’t come up with a big
upfront payment may be able to invest a couple
of hundred dollars a month if the rest of your
risk reduction is powerful.

If they believe your powerful guarantee, and
you compound that power with a creative
restatement and then finally make the initial
investment a fraction of the total through
payments, you’ve made it a much easier “buy”
decision.

Here’s a beautiful example of risk reduction:

http://CBmall.com/detail/lower-risk

You won’t find a much better sales letter, and
you can tell they have spent a lot of time on
risk reduction.

You might want to file away this email for the
next time you are working on a sales letter.
These risk reduction techniques have a huge
impact on the effectiveness of any offer.