Your Offer Doesn't Need A Guarantee If You've Got Enough Of THIS (Hint: It's BETTER Than Testimonials!!)

In my early copy days, I had a few clients that instructed me not to use what they called, “absolutes” and “guarantees.”

I remember one project in particular. It was a cocktail that could fight off brain and memory diseases.

“The Cure For Alzheimer’s in A Cocktail?” I thought it was a catchy title. But...

Dude was like, “No, that’s not going to work. We don’t want to make any false promises.”

I sat thinking, “but isn’t that what your product is supposed to do?” That’s when I was soon informed about how false claims could lead to lawsuits.

I ended up getting the hang of writing for clients like these, but it was very challenging for a while. I mean, how are you supposed to write about a product or service if you can’t even guarantee that it works?

And if you KNOW your product works, how are you giving "false" promises?

I think back on these memories today, and I realize I could've solved this "promise" problem...

Hell, if they did this ONE thing right, they wouldn't even need a guarantee to sell their products!

I started observing successful campaigns. At first, I thought customers bought products off of sheer hope. And in some cases, that's true...

But WHY are they so hopeful about these products?

What makes a person wanna buy something they've never tried before?

Or buy lotto tickets? Why drop a fortune and risk it all at casinos?

...because there's PROOF that it works.

"Proof Is Your God," - Jason Capital

There's PROOF that you can win the lotto - someone many before you have done it, already.

There's PROOF that you can win thousand - even million dollar jackpots - at casinos. There are winners everyday!

So no matter how huge your promise may seem, if you can PROVE your product delivers, you're pretty much golden.

Going back to what my past client said, "We don't want to make any false promises..."

At the time, I thought testimonials were the only form of social proof in existence...

Boy was I wrong.

Don't get it twisted - testimonials are still powerful tools in persuasion... But people make them up all the time! It's one thing to "talk" about how your product works... But it's another thing to PROVE it works...

And by "prove" I mean SHOW.

• Imagine if we had screenshots of "before" and "after " brain scans SHOWING how much brain function improves... AFTER drinking this cocktail?
• What if we recorded a patient's memory increasing after drinking the cocktail?
• What if we filmed an ENTIRE trial of a patient drinking the cocktail. So we could witness their cognition transform for ourselves?

If you've got enough proof backing up your claim(s), sometimes, you don't even need a guarantee. People can bank on your product with nothing but sheer hope! Hope is even stronger if people of HIGH authority say your product works!

So how can you combine a successful track record + a testimonial from real people + the proof to back it up?

How about with CASE STUDIES?

Case Studies Make Your Social Proof Believable

Remember the saying, "when in Rome, do what the Roman's do?"

Well, what if I told you that if you DIDN'T do what the Romans do, you could be a candidate for some gruesome punishments? Ones that made death seem like an easy way out...

...and then, what if I put a severed head in your lap?

To be honest, I don't know if that was really the case, back then. LOL.

But judging by the track record (you know, the head in your lap...)... it gave you enough reason to do what the Romans do. Right?

This is kinda how a case study works.

It's one thing to do what everyone else is doing... but imagine if you knew WHY.

Seeing what the fuss is all about is enough to stir curiosity. But unless you have PROOF to show why it works, your curiosity fizzles.

Think about it:

• You'll have a bunch of believable reviews saying your product works...
• Then you have proof that backs up everyone's claim...
• ...which then leads to MORE people wanting to buy what your selling.

If you got an INSANE amount of proof to back up your promise, a money-back guarantee is not needed. Or icing on the cake.

At the end of the day, the only way people will ever really know your product works…

…is if they buy it and try it out themselves!

For more copywriting tips and strategies, check THIS out!