No question about it – consumers are still feeling the effects of our sluggish economy.
As a result, they’re working harder to shop for the very best deal with each purchase they make.
When marketing supplements via direct marketing, you can’t afford to leave any doubt in the prospect’s mind as they prepare to place their order. Good copy, strong testimonials and a mountain of scientific research are all great tools of persuasion.
One more way to instill confidence in your customer’s mind is by including the strongest possible guarantee. In some cases, a simple change in your refund policy could boost your response by as much as 30%.
It’s only human nature – as a marketer or entrepreneur – to work on keeping your refund rate as low as possible. After all, refunds are bothersome…they sometimes involve difficult customers and – most importantly – they represent money going out the door.
One of the more common mistakes made by new direct marketers is to downplay the refund policy in the hopes of avoiding refunds. There are a handful of situations where this may be appropriate…but in the nutritional supplement market, this is rarely true.
Your guarantee – and your offer as a whole – is an opportunity for you to once again grab the reader’s attention…and leave no doubt as to why the product and deal you’re offering is one he must take right away.
Think about it.
If you read any sales letter that describes – even with some of the strongest copy imaginable – how great the product is…and what it could potentially do for you, wouldn’t it only make sense that the letter would close with a powerful guarantee?
Your goal should be to remove any doubt in your prospective customer’s mind as to whether or not this product will work for him. If you’re offering, for example, a 100% money-back guarantee for 90 days while most of your competitors are only offering 30 days…your customer will feel your offer is more credible because you’re more willing to stand firmly behind your product.
Think for a moment about the world your customer – or prospective customer – lives in every day. Chances are, his initial purchase of a supplement has brought him many more direct mail solicitations for additional supplements from your competitors.
It would be foolish to assume that your prospective customer is NOT evaluating the strengths and weaknesses of each offer received. If, for example, he receives two solicitations for a joint pain relief product in the span of seven days…those products, pitches and offers will be compared against one another so the customer can feel like he’s getting the best possible deal.
If you’re already successfully marketing supplements via direct mail – and looking for a quick boost in response – I would strongly recommend testing a more powerful guarantee.
And don’t let that guarantee simply speak for itself.
Let the reader know immediately – even as he’s just learning what the product will do – how firmly you stand behind your product. A simple passing mention on the order page will not help – use a strong refund policy for what it is: A powerful, response-boosting tool to help you generate more sales.
I’ve seen simple “offer” or “guarantee” tests increase response by as much as 30% for supplement marketers and newsletter publishers. It’s a simple, easy-to-execute test that can deliver fast results.
And remember while testing to accurately track the refunds generated by each policy. It’s not always true that a more flexible refund policy will lead to an increase in refunds – that’s why it’s so important to test.
If you’d like to learn about more ways you can quickly boost your response, drop me a line at info@marketingwiththemasters.com.
I’ve been in the direct marketing business for 18 years – and have provided the creative behind over one hundred successful campaigns. I’d be more than happy to talk with you about how you can improve your next marketing campaign with just a few simple steps.
Best regards,
Jody Madron
PS- For more great ideas – just like those you’re receiving in our Marketing with the Masters e-letter – to help give your business a marketing “jump-start” I urge you to check out our complete Master’s Guide to Supplement Marketing. It’s the most comprehensive – yet easy-to-use – direct marketing education resource available anywhere. Click here to learn more right now!
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