The "REAL"...Power of Words; Here's the "Secret"....

The word "GUARANTEE" is very powerful in a sales letter, so powerful infact that your prospect will remember it and hold you to it!!!!!!

You see the word is so powerful that it is one of the only words that they wil remember in the whole letter.

Here is a story from my early years, and quite possibly why I am the way I am about TRUTH IN MARKETING!............

20 Years ago I sold subscriptions to newspapers door to door.
I can't even tell you how many doors I knocked.

Our boss would come pick us (me and 2-3 buddies) up 2-3 night per week after school at about 5:00 and we would be out until about 8:00 pounding on doors.

I suppose that we would hit about 50 a night (each kid) or so and get 5-6 sales (each kid again!) However, sometimes we would get none as well.

I forget what we got but it was $3-$4 depending upon the subscription we sold.

Do the math, 20 years ago, a 12 year old kid that worked for 2-3 hour making $18 3x per week was nothing to brush off!

For a youngster, this was more coin than any of my other friends had!

Anywhooooo, the point of this story was there was one sale
I WILL NEVER FORGET!!!!!

She was about 50 or so and in a wheel chair, after I gave my scripted pitch, she said " I would love to get the paper except I can't get them to the curb to dispose of them."
Without missing a beat, I said " Ma'am, we have a new program, you can simply put the used papers outside your door and your paper boy will take your old ones for you!"

Needless to say, that I sold the subscription!
Score right!?!?!?!
Well not really.
To this day I can imagine a huge stack of newspapers outside of this ladys door!
Yeah, I made my few bucks, however, do you think I can go back and sell her something else?
AB-SER-TOOOOOOOT-LY not!
(Burnt turf now!)


How much turf can you burn before you can't even give your stuff away?

This may be why I have came to the conclusion that it is best under promise and over deliver........
I like people to be happy with our business relationship!
If they are not happy, it won't be long before everyone else knows about their BAD experience!!!!!!

Again,
best wishes in '07,
Jason

I agree the word GUARANTEE is a powerful word but if I was a pizza store owner and someone proposed a guaranteed marketing plan to me, I would want it in writing that if sales were not there the guy or gal that sold marketing plan would pay the difference in lost sales they promised.


Don do you offer to make up the difference?

[Dien Rice]

If you don't have much experience in business, this is a common mistake. It's to say - "I wouldn't buy this, so nobody else would want to buy it either."

However, there are thousands (maybe millions) of people buying things every day that you would never buy.

For example, I find it hard to imagine going to a restaurant where I'd spend $100 per head for a meal... Does that mean that nobody ever goes to restaurants which charge $100 per head for a meal? Of course not... There are restaurants like this in probably every major city!

Not every product is for everyone... So just because you would not buy some product, doesn't mean that nobody would buy that product. To use my earlier example, $100 a head sounds like a lot to most people. But if you're earning $1 million a year (or perhaps even a few hundred thousand), it's peanuts. Some people wouldn't eat in a restaurant that charged less than $100 a head!

There are a lot of "beginner's" mistakes I hear about when talking to people about business... There are a few others I could rant on about too... but perhaps this is enough ranting for now.

- Dien