This Article Rocks… I Guarantee It!

This Article Rocks… I Guarantee It!
Previous article:
Next article:

Reader Comments (19)

  1. Jay Abraham, Dan Kennedy… but it’s really direct response gospel at this point. I couldn’t even choose a single person to attribute to. Claude Hopkins? : )

  2. LOL… I guess you made your point with the lack of readership on this one. You only have a couple comments… Makes total sense.

    It’s like what Claude Hopkins talks about in Scientific Advertising and Sclitz beer.

  3. Brian,
    I wanna thank you for those articles. They really made me learn. Now not only I can offer a new service to my clients, but I feel more confident when writting anything from business emails to offers!

  4. Excellent post. I’ve seen marketers overclaim things when they shouldn’t be. If they really were going to stand behind their site article or blog post, perhaps they wouldn’t make such ridiculous claims. Such claims ring shallow and ridiculous, and potential customers know this, and cringe. However, if one really has something to offer, as you say, they will have no problem standing behind it. Excellent points!

    krissy knox

  5. I even smell a little Dan Gilbert here. Great advice, though I’d like to suggest using this method after all the others are exhausted.

    Sure, when you have a great product, why not be confident and show it? Like you said, it is unlikely that you will suffer significantly from it, since returns will be canceled out by more orders coming in.

    The big but is also in this article: These claims get bandied around everywhere. Not a week goes by where I don’t land on some fishy “this is the secret to the universe”-type PDF site. They are masters at guaranteeing anything and everything, even though it’s highly unlikely that any of them honour that claim after the payment has been processed. So for anybody trying to market a PDF, these kinds of claims can actually hurt the performance.

    It really is the same with credentials – you can only ever make them so specific, but more often than not, people will still assume they are fake, because they are fake almost everywhere else.

    Outlandish claims may get attention, but with careful customers too great a confidence may actually be counterproductive.

  6. Interesting article, I just wanted to point out a small spelling mistake, in case you are interested in such minor details:

    “First of all, you will get some returns, not matter how much value you deliver. The reason is that your guarantee will generate a much higher number of sales.”
    Should be “no matter”..

  7. I think you held you held up your Guarantee with this post.

    Thanks, Great Tips

    Question: What are one or two things in Business that, from your experience, you should put a guaranteed?

  8. The concept of the customer guarantee clearly works, and taps into a fundamental human need for security. This article cleverly promises the reader that his or her investment (time) will pay off, as a preamble to explaining the value of confidently offering satisfaction or your money back in other contexts.

    Good copy is a funny combination of promising an interesting read, and then promising customer satisfaction with the product or service under discussion. Two guarantees, really.

    Writing (in exchange for reading) is a contract with very tenuous terms for the writer. “The Reader, at any time, for any reason, has the right to stop reading the Work of the Writer.” Well, I admit that I didn’t read every word, but I stuck around long enough to see what the article was about. And the initial guarantee, and its cleverness, played a role in making that happen. We live in a world of itchy button fingers, with massive web and media content singing a Siren song “Click the next site, click the next item, click the next post.” If a written guarantee can delay that bounce, it’s golden!

  9. I’m dying to write a new post after reading your series! I just can’t stop reading your blog….love it! Thank you.
    x Marnie

This article's comments are closed.