Article: An Irresistible Guarantee: Overcoming Your Prospect?s Final Reservations
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An Irresistible Guarantee: Overcoming Your Prospect?s Final Reservations
The other day, I got a direct-mail piece that was trying to sell software. I was half sold on buying, but I wasn?t quite convinced.
I?ll be honest. I hadn?t read the letter thoroughly. As I often do, I skimmed it first. And in skimming it, I didn?t see a guarantee. On second skim, I missed it again. The third time -- on a thorough reading -- there it was at the bottom of the last page . . . in 9-point type . . . in a footnote.
Reading this company?s guarantee told me one thing: They didn?t want me to see it. They were afraid that if I did, I would be more likely to return the software. And they didn?t want to lose any money.
So, instead, they lost my sale.
What?s wrong with these guys? Don?t they know? Don?t they understand that t...
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