There’s a lot more to printing effective marketing pieces than adding copy that sounds good. If you’ve decided to offer your potential customers a guarantee on the products or services you sell, how do you know whether it’s actually enticing those customers to buy?
There is always some level of financial risk a consumer takes when making a purchase. Of course, low-priced items don’t carry as much weight as higher-priced items, especially in relation to disposable income. But when does offering a guarantee on a purchase work and when does it not?
Your Guarantee Has Strings Attached
Research has shown that guarantees that have some sort of string attached actually decrease consumer confidence. Even lower-priced products that have some conditions attached to the purchase will increase a customers’ perceived financial risk. In general, people aren’t always too receptive to taking unknown risks and they’re smart enough to know a gimmick when they see one.
Stand Behind Your Guarantee
The guarantee you offer should represent your company’s honesty and integrity. This will help you build brand loyalty and referrals. Consider offering a guarantee without the fine print; if you’re customers cannot fully understand what you are offering them, they will eventually amass less trust in you.
Your Guarantee Represents Your Brand
If your goal is to gain valuable customers who are loyal to you over the long haul, then give them all of the reasons why they should continue to come back to you over and over again. The guarantee you offer is another representation of your brand and the perception people have of your products, services and your company overall.