Obliterate Risk

Here’s the deal.

Even after the perfect pitch, your readers may still have hesitations. And why wouldn’t they? It’s natural to worry about whether or not you’re making the right choice (relationships, amirite?).

All great copy obliterates that risk.

So to make you copy that much more kickass, you need to obliterate that worry. You do that with your satisfaction conviction.

The Satisfaction Conviction is the written version of a late-night television salesman saying “I’m so convinced you’ll love this product, I’m going to do something CRAZY.” It’s a complete risk-reversal, where you show your clients, without the shadow of a doubt, they have nothing to lose. Done right, your satisfaction conviction should make your prospects think:

• Your product or service must truly be phenomenal

and/or…

• You (the offerer) are going to get ripped off

How to Write A Great Satisfaction Conviction#

There are two keys to a great Satisfaction Conviction.

1. Resolve the actual concerns of your customers
2. Go a step above and beyond resolving those concerns

Example 1: Precise Builder#

Precise Builder is an estimating and project management software for exterior contractors. One of the main hesitations is onboarding (i.e. learning the software). Also note how we go above and beyond.

Learning a new software takes time and effort—and Precise Builder is no different. Let our team walk with you until your crews are completely comfortable. If after six months Precise Builder hasn’t become one of the most valuable tools at your company, we’ll give you your money back—and help you find a different software.

Example 4: Farmco#

Farmco is a manufacturer of horse and cattle feeders in Ronks, PA. They offer a limited 7-year warranty but then suggest (no official guarantee) that the products last decades. This helps to alleviate concerns after the warranty period (which is actually quite long). The copy also establishes authority.

7-Year Product Warranty for Farmers

The Farmco team built our first feeders back in the 1970s—right here on the family farm. So we know firsthand what it takes for equipment to hold up to real farming.

And we stand behind that claim—with no-cost replacements and repairs on defective feeders and parts for a full seven years after purchase. But you won’t need it.

Because our feeders are built to last decades in the field. And with normal farm-tough use and some light maintenance, you’ll be saving time, money and labor for years to come.

A Note on Trials and Warranties#

Research shows the longer the trial period, the greater conversions and the less it gets taken advantage of. Offer a two-week trial period and the customer will likely be thinking of whether or not they actually want the product during that two weeks. Make it longer and they relax, knowing they can return it later if need be… only to never do it.

Action Items#

What are your customer’s concerns or hesitations about doing business with you? LINK THIS TO QUESTIONARE

What can you offer above and beyond a basic money-back guarantee?

Onward ➔#

You’re really cookin’ now. … let’s … on the next page.