Chapter Seven

Question 1

Ray’s Way 8-Part Guarantee Formula

Answer 1

1. Start with the words “100% unconditional money back guarantee.”
2. Sell your benefits and transformation in the guarantee itself.
3. Integrate your USP (unique selling proposition) into the language of the guarantee itself.
4. Personalize the guarantee.
5. Give the longest guarantee possible.
6. Demonstrate that returns are easy and hassle-free.
7. Assure them that this is a no-strings attached, unconditional guarantee.
8. Emphasize the speed of refunds.

Question 2

1. Start with the words “100% unconditional money back guarantee.”

Answer 2

For some people this is required “code language” that signals they are safe in making the transaction.

Question 3

2. Sell your benefits and transformation in the guarantee itself.

Answer 3

This is an opportunity to reinforce the desire the prospect has for the benefits they desire.

Question 4

3. Integrate your USP (unique selling proposition) into the language of the guarantee itself.

Answer 4

The very qualities that make you and your offer unique and appealing should be woven into your guarantee.

Question 5

4. Personalize the guarantee.

Answer 5

Make it more than a guarantee – make it a personal promise from the company spokesperson, or business persona.

Question 6

5. Give the longest guarantee possible.

Answer 6

Tests have shown that longer guarantees result in lower refund rates.

Question 7

6. Demonstrate that returns are easy and hassle-free.

Answer 7

Remove the fears and misgivings people have about how tough it will be to get a refund if they want one.

Question 8

7. Assure them that this is a no-strings attached, unconditional guarantee.

Answer 8

It’s easy to deal with the very well-known assumptions customers have about the “hassle factor.”

Question 9

8. Emphasize the speed of refunds.

Answer 9

Show that refunds will happen very quickly.