When someone comes to your site to read your sales letter, you have a very limited time in order to close the sale. Unless you can capture their email address for follow up messages you need to get them to make up their mind and open their wallets in five minutes or less.
The problem is that even if a potential client is entranced by your sales page and really wants your product, part of them will hesitate. After all, the Internet has a very bad reputation for sales products and they don’t want to get ripped off.
That’s why you always need to have a money back guarantee in any sales letter on your homepage. The guarantee is what takes someone who wants to buy but is nervous and converts them into a buyer.
It doesn’t matter how long a “trial period” they have for the product. You can offer a 30 day, 60 day or even one year guarantee. It all accomplishes the same thing – it makes someone comfortable purchasing your product and encourages sales.
The good news for you is that almost no one ever asks for a refund. And, the stronger your guarantee the less likely it is that someone will ask for their money back. For example, if you offer a two week satisfaction guarantee you’ll get more returns than if you offer a one year satisfaction guarantee. That’s because after a year your client will probably have forgotten about your product and won’t remember to ask for a refund. Yet, the one year guarantee seems stronger to them when they are thinking about buying.
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