Not ready to buy? That’s fantastic!
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Wait…what? Why would any business be okay with a prospect not being ready to buy? Because a no-risk trial offer has the power to get prospects past their doubts and general propensity to procrastinate. One of the most important goals of marketing is to get your prospects in the door. Once you do that, your product or service will then sell itself. The classic trial offer still demonstrates solid results in getting people in your door.
Sales-boosting Transfer of Confidence
First, people always like to know that they have an exit plan. Regardless of how absolutely positive we are that we want to buy something, there is always an inherent doubt that arises when it comes time to part with our money. Assuage this doubt and give them an out. And what’s the truly interesting part? People hardly ever actually ask for their money back—they just like the warm and fuzzy feeling of simply having the option to do so.
Another reason why these no-risk offers continue to be so successful is because they transfer confidence to your prospects. If you’re willing to show people that it is actually you that is taking the risk, then your indestructible belief in your company and the quality you provide will be self-evident in your offer.
Two Ways to Play
There are generally two highly effective ways to incorporate your no-risk or money-back offer. The first way is to make it completely visible to your audience and offer it in every marketing piece possible. The second way to use this offer is to use it as a follow-up piece. Lose a prospect in your sales funnel? Have a lead that seemed completely interested in buying and then fell off the face of earth? Send them a follow-up piece and include your no-risk trial offer. It’s like fishing—you can’t just real in a big fish and expect them to simply come along for the ride if you don’t set the hook in their jaw. Your trial offer will set the hook deep in the bone…without hurting anyone, of course.
Feel free to use this sample in your follow-up emails and mailers:
Email Subject:
Not ready to buy yet? Great—we have a no-risk trial offer for you!
Email body:
Hello there,
We see that you inquired about our services [ ] days ago, but we haven’t heard from you since. We understand that there are a lot of choices out there and it can also be hard to know who to trust online. Believe us—we’ve been burned by dishonest companies more times than the Olympic torch.
That’s why we decided to offer you a special no-risk trial offer. If you’re not completely satisfied after [ ] days then you’ll get a 100% refund.
We love what we do, and we do it really, really well. That’s not arrogance—it’s simply a genuine excitement we have in hoping everyone will be able to benefit from the service we provide.
Click through for details or you can call us at [ ] if you have any questions.
You now have the power to improve your [ ] without risking anything!
Best,
Rocky Balboa
Knockin’ Ya Lights Out, Inc.
To Be Human Is to Be Successful
Don’t be afraid to infuse some personality in your pieces. If you at all want to seem genuine then you must inject some humanness in your message. All too many people think that they’ve got to have a full business-suit mentality at all times to be taken seriously. You know what, the world is way too serious and people are starving for something new, something with some personality. “Oh, but I market to top-level executives.” Oh yea, those execs are bombarded with high-pressure decisions and very serious issues all day long—don’t you think they’ll appreciate the moment of brevity you provided? Besides, any executive worth his salt will be able to recognize a valuable offer when they see it.
As a parting note, these special offers also give people yet another reason to talk about your business to others, fueling your word-of-mouth marketing. Your homework for the next couple of weeks: Monitor how often your friends, family and business associates tell you about a discount, promotion, coupon, special deal, etc. Do this and you’ll realize just how much viral potential there is for these offers.
To your success,
Andrew Rossillo
Andrew Rossillo is Content Crooner’s Marketing Blogger and Staff Writer. He’s ready to put his years of copywriting and online marketing experience to work for your business—he’ll help you get noticed!