Yesterday, we were talking about the 4 things you must include in your guarantees.

Today, we’ll go the other way.  There are a few things you never want to do when it comes to guarantees, so let’s go through them, right now.

1.  Never issue a “conditional only” guarantee.

And that’s because you’re implying there’s some kind of a ‘catch’ to what you’re selling.  People need to know there’s no risk buying from you at ALL.  Not, “there’s only a risk buying from you after you buy and the product doesn’t deliver.”

There’s a very subtle but incredibly important difference between these two, and your guarantee needs to operate in favor of your buyers.  After all, that’s who you’re doing this for, right?

2.  No legal mumbo-jumbo.

Having a guarantee followed by 26 lines of exclusions that make it read like your homeowners insurance policy… isn’t the way you want to go with this.

Doing this makes you look like every other weasel out there, which again, makes your guarantees pretty meaningless.

(If you don’t think you can use a guarantee, unless you have disclaimers like this, then make sure you go through Chapter 23 in my book, where you’ll find LOADS of things you can guarantee without stressing out.)

3.  Don’t have a guarantee that reads like the Encyclopedia Brittanica.

While there’s nothing wrong with having two guarantees – one conditional and one unconditional, if you’re going to have a conditional guarantee, make it ONE very easy to understand condition, only.  If the only time your customers can use their guarantee is on a Monday between 9 and 11pm, when the full moon is out and the temperature is between 36 and 38 degrees and it’s a blustery day… that’s not a guarantee.  That’s a scam.

Remember, guarantees are for good people who are genuinely interested in what you’re selling, but might not be familiar with your work.  They’re NOT set up to prevent scammers from ordering.  (You really can’t prevent this with or without your guarantees.)

Guarantees are just about doing the right thing… for the right people.

Now go sell something, Craig Garber

P.S.  This month: FOURTEEN live marketing examples and the REAL secret behind selling – try it free, right now

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Here’s a great little copywriting “secret within a secret” for you.  Guarantees, as long as they are good ones (another subject for another day) are one of the most important safety nets you can offer your customers.

However, there are some situations where having a guarantee makes a HUGE difference, and other situations where this isn’t necessarily so.

For instance, when you’re selling something online, offering a guarantee in a money-making niche doesn’t necessarily make you look any different from the tens of thousands of other people out there selling the exact same thing.

And see, guarantees are most effective when they’re not only strong and solid and genuine, but when they also offset you from everyone else.  When your guarantee creates a differential, it’s as if it is turbo-charged.

So where guarantees actually become more important, is when you’re selling a product that’s not typically associated with a guarantee.

For instance, a few weeks ago I needed to get some drain de-clogger.  One of the brands stuck out amongst all the others on the shelf at Home Depot, was the one with the big giant orange “Money-Back Guarantee” sticker slapped onto the side of the bottle.

NONE of its competitors had anything even remotely close to this so I grabbed this bottle right away and was off and running.  Never even looked at the price or considered how much it cost, compared to the other ones on the shelves.

I thought of this again, the other day when I needed to get my hands on a flash drive.  When you to to amazon.com, there are literally hundreds of drives to choose from.  But if all I saw was “Lifetime Guarantee” or “Guaranteed to last 3 years,” or something like this… it would have made my decision-making MUCH easier.

Keep this in mind moving forward.  Your guarantee isn’t just risk-reversal protection you offer your buyers, it’s also a marketing differential you need to leverage, whenever you can.

Now go sell something, Craig Garber

P.S.  There is an entire section devoted to Guarantees, including how to use them… what kind of sales copy to use… and the different aspects of your business you can guarantee, besides your “results” — all inside “How To Make Maximum Money With Minimum Customers.”  Ships out today via US First Class Priority Mail, and… this book actually comes with a LIFETIME guarantee!

Now yours: not one but two FREE issues of Seductive Selling, along with 18 free (REAL) gifts that get you more leads… increase your conversion rates… and give you literally dozens of easy to use, breakthrough new marketing strategies.  Watch them on this video, right NOW!

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Over the last few days, you have seen me support DC Fawcett, one of the members of my Mastermind Group.

Candidly, I am doing this for three reasons, in this order.

One, as I said, DC is a member of my Mastermind Group and I’ll do whatever I possibly can to support the members of this group. I work closely with these folks and I’m genuinely concerned about their success.

Two, this is a fantastic program he’s offering and the planning, development, and creation of his launch has been outstanding.

If you’ve been with me for any length of time, then you know the most important thing I have is “time.” If you’ve tried to e-mail or call me then you know that’s true, because I don’t ever respond or answer the phone unless you have a (paid for) appointment.

See, you can make more cash, but you can’t make more time. But you sure can leverage your time, and that’s the most important thing DC is offering.

That’s why I am carving out one day a week to personally (with one of my business partners) work DC’s program. My goal is to bring in 40 deals over the next 6 months and get paid on 8 to 10 of them. And at $100K a pop, this is well worth one day a week of my time, even split in half with a partner.

The biggest problem DC has is that he can’t get people to bring him enough deals. That’s the REAL business he’s in. As a matter of fact, I happen to know he’s actually been approached to consult and work with many other real estate “gurus” to help them with their own product launches. And he’s declined all of these opportunities.

Want to know why?

The answer is simple: he’s not in the publishing or consulting business. He’s in the Short Sale business, and having negotiated over 200 deals in the last 6 years, that’s where his time is most profitably and wisely spent.

Lastly, yes of course, this is an affiliate link and I am being compensated for any sales that are made. However, rest assured, DC is giving you THREE different guarantees that make this not only a zero-risk proposition, but he’s actually PAYING you if you work his system, to the tune of $25,000 extra on the first deal you bring to him.

NO ONE has ever given out a guarantee like this because no one has promoted something that’s real, like this. That’s why I am working this system — because it’s REAL.

And no, I’m not joking about this. He’s really giving you $25K extra. That’s how important it is you bring deals to him, and that’s what his system teaches you.

So here’s the deal: Listen to the webinar DC is running tonight – he’ll elaborate on these deals. You can register for this at http://www.kingofcopy.com/dc

Or listen to the replay of the webinar he did yesterday that’s posted here on my site at http://www.kingofcopy.com/dc/webinar

If nothing else, you’ll learn how to run this business for yourself.

And that… ain’t… exactly… chopped liver. Is it?

Now go sell something, Craig Garber

P.S. One thing you should know. How someone does one thing, is how they do everything. So far, DC’s execution has been darn-near flawless. And I’ve already listened to the first 2 CD’s of his program and they’ve been similarly outstanding.

There are no inconsistencies or incongruencies here, and if you’re a student of human nature, that’s what you look for to see what someone’s really doing — their inconsistencies.

There are none here. So listen to his webinar tonight at http://www.kingofcopy.com/dc or watch the replay of the one from yesterday at http://www.kingofcopy.com/dc/webinar

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I’m an outstanding copywriter and I’ve pulled down big numbers and great results from this skill. But let me tell you a little secret about writing copy. It is very easy to get caught up in this copywriting trap, and in fact, the truth is, you don’t need to write nearly as well as I do, to create a functionally sound and consistently profitable business.

And here’s why: See, most people will work on their copy for hours. They’re endlessly tweaking headlines and bouncing offers off of one person and another. That’s because copy is a defined medium with rules and parameters.

Meaning, you have specific things you can adjust. A headline can be changed… guarantees can be tinkered with… order forms can be re-arranged, and so on.

But for most people, they’re spending time on the wrong items. The thing is, good copy is only effective when your marketing strategy is fundamentally sound. Otherwise it’s like taking high quality paint and putting on top of rotting wood. No matter what you do in this situation, the house ain’t gonna look pretty.

So here are a few things you should be spending time on that are far more productive than tweaking your headline, or figuring out if you should use courier font over verdana:

1. Define your most likely buyers. Trying to appeal to “everyone” is like a single guy trying to appeal to every woman out there. No matter how much of a stud you are, they’re all NOT going to like you.

Defining your most likely buyers and creating messages that appeal to THEM, is a far better use of your time than trying to “sell to everyone.”

2. Learn to spot trends. This is how you make the big money, by jumping on what’s hot today and figuring out how to tie your business into it.

That doesn’t mean what you’re doing ordinarily isn’t worth while, but trends are fleeting and those who ride the tide with them, usually prosper in BIG ways.

3. And lastly, if what you’re doing isn’t working… man up… and shelve it.

The lion’s share of new ideas you have won’t be home runs. I don’t care what anyone tells you or claims. That’s just reality.

The good news is, all you need is one or two out of every ten, to be a double or a triple, and you get to laugh all the way to the bank.

Now go sell something, Craig Garber

P.S.: WOW! If you thought these strategies made sense, then make SURE you check out this month’s Seductive Selling Newsletter, with TEN live marketing examples and literally DOZENS of strategies like this. And, now you can test-drive it, FREE and get a TON of bonus gifts (watch the video) at: http://www.kingofcopy.com/ssnl

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Got a difficult question? Just ask me, baby! http://www.kingofcopy.com/askmebaby

If you enjoyed this, forward it on to a few of your friends and business associates. And if you have any comments, just leave them here on my blog:

I’ll be back tomorrow with more tips, but I just finished re-working the 18 free bonuses you get when you test-drive Seductive Selling free for 30 days, and I’ve created a video that shows you them, in detail.

On this same web page, I also created a video of the $15,000 Guarantee you get as well.

Watch them now at http://www.kingofcopy.com/ssnl — they are likely to be the most “real” and no-hype videos you see this year.

Now go sell something, Craig Garber

P.S.: And dare I say it, but I may be getting mature in my old age. This video has no funny costumes in it, and no rock music. It may be too serious, but there again, when it comes to money… who isn’t serious, especially in today’s day and age, right?

Watch it now at http://www.kingofcopy.com/ssnl

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If you enjoyed this, forward it on to a few of your friends and business associates. And if you have any comments, just leave them here on my blog:

Got a difficult question? Just ask me, baby! http://www.kingofcopy.com/askmebaby