Sales Letter Magic: The Better Guarantee

We all love guarantees, right? We want to know that if we don’t like a product we can return it, right? But it is best placed in the text at the bottom of the long page so people aren’t hit in the face with it. If they see the guarantee, they know there is a product for sale when they scan. So they leave. The web is not like a printed advertisement or brochure.

In print that guarantee is important. However, on the web, you want a certain comfort level for the user. You don’t want to scream you’re selling something. Keep it low-key until it is time to close them. This is very important. Guarantee Terminology You want the prospective customer to feel like there is little or no risk to order from you. You also want them to feel like they can return the product without arguing with anyone. Even though you hide the guarantee to begin with, when the prospect is finally exposed to it, the wording must instill confidence. Use terms like:

• Satisfaction guaranteed
• Fully guaranteed
• Unconditional money-back guarantee
• Ironclad guarantee
• No risk trial

Guarantee Length

This is the topic that usually scares marketers to death. You should give a really long guarantee. This technique will help sell proportionately far more products than it will ever stimulate in returns (as long as your product isn't a piece of garbage).

Quite simply, the stronger the guarantee, the more sales you'll make. Long guarantees take the pressure off the purchaser. He/she feels like there is no hurry to evaluate the product immediately. The long guarantee gives the customer plenty of time before the return rights are lost. This reduces their risk and apprehension about making the purchase in the first place.

The secrets to better sales copy starts here...

Public Speaking - Wall Washer Light

http://www.amazingpublicspeaking.com

Tom Antion explains what a wall washer light is and how it can make your presentation and event a great one.

Tom Antion Presentations - Practice Alone

I have a personal rule that I tell a story anywhere from 30 to 50 times before I tell it in a presentation. Really that applies to each part of my presentation whether it is humorous or not. I do the same depth of practice for each bit I use. When you practice parts of your talk that many times, a magical thing happens. All the ums and ahs that may be scattered about seem to disappear. Your volume and confidence increase. Your talk takes on a more conversational nature, which is exactly what you want. The more extemporaneous a talk appears to be, the better it will go over. When you practice this much, you can also get rid of most of those stifling notes that tie you to the lectern.

Another really neat thing may happen when you rehearse a whole lot. You might start to see your notes in your mind. You must become so familiar with the material that you can present it in what appears to be a spontaneous unrehearsed fashion. The only way to get to that point is to rehearse like crazy. I recently did a customized talk for an association. I finished writing it one month in advance so the rest of that month could be spent rehearsing (this doesn't mean I didn't leave room for addition of up-to-the-minute material).

The best public speaking skills training on the web...

Tom Antion: Reputation Management

http://www.greatinternetmarketing.com/scumbag

Learn how a scumbag from Denver tried to bad mouth me and put me out of business but made me millions of dollars instead.

Tom Antion - Question and Answer Sessions

Question-and-answer sessions are great opportunities to show off your sense of humor, get audience participation, and make two powerful closings. Did I say two closings? Yes I did say two closings.

One of the biggest mistakes I see presenters making has to do with the handling of question-and-answer sessions. The presenter does a good program, has a powerful close, opens the program up to questions, answers them well, and then fades off the stage into oblivion. The lack of a second powerful close after the question and answer period could negate much of the impact that was created throughout the program. Make sure you have two good closes whenever there is a possibility of a Q & A session.

OK. Now let's see how we can have some fun. A good way to open up a Q & A session is to say, The last time I opened up for a Q & A session, the first question I got was "What time is it?" or "Can I be excused?" or "Aren't you getting tired up there?" Say anything except the old boring Now let's open it up for questions. To be a fun presenter you must take every opportunity to do something different from the norm.

Tom will pay YOU to read this book...

Public Speaking - Take Care of Problems Early

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Tom Antion shows you a little problem and what you should be prepared for before you speak.

Animal Lovers Please Comment‏

There is a news story (link below) accepting comments on the TV
Station site and I have included the responsible parties phone
and email addresses.

It has come to my attention that the state of Virginia where I
live has something else to be ashamed of when it comes to
animals.

(We've already suffered the shame of being the home of Michael
Vick the vicious, heartless fake-remorse-to-get-sympathy-and-his-
multi-million-dollar-contract-back dog
fighter, moron jock.)

Now, we have to suffer the shame of the University of Virginia
refusing to stop medical students practicing procedures on cats.

Talk about a landslide of people against them....and they still
defend their BS old school don't-tell-us-what-to-do ways.

95% of other medical schools use very advanced simulators which
are deemed by every reputable institution on earth as far better
to train on than cats which in no way resemble human babies.

Here are three people representing the University. They are all
going to here from me.

John Kattwinkel, Professor of Pediatrics....Interesting his name
starts with Katt, but anyway he looks to me like he would prefer
to be driving a model T Ford rather than taking advantage of
today's superior technology

Phone: (434) 924-5428
Fax: (434) 924-2816
Email: jk3f@virginia.edu

Sandy Feldman, Attending Veterinarian ...This guy looks sleazy to
me and like he's just trying to protect his cushy job. This guy
should be sticking up for animals, not participating in their
abuse.

Phone: (434) 924-5058
Email: shf2b@virginia.edu

Here is the University President
Teresa Sullivan who so far is condoning this antiquated and
inhumane teaching method.

Phone (434) 924 3337
Fax: (434) 924-3792
Email: LAC2A@virginia.edu

Please send the message the modern world does not approve of
unnecessary animal testing. I'm calling and emailing all these
people to give them a piece of my mind. I hope you do too.

News story link is here:
http://www.nbc29.com/story/17399703/pcrm-protests-cat-procedures-in-uva-pediatrics-program

or if that link is too long you can use

http://bit.ly/HAv5i5

You can see my challenging comment there too.

Thanks for helping out animals.

Tom Antion