Take, Hyundai. Its Assurance Trade in Guarantee "future proofs" the value of your new Hyundai by guaranteeing today how much the car will be worth in two, three, or four years.
If you buy a new Genesis coupe and trade it in during months 24 to 30 of ownership for a new Hyundai, you're guaranteed 57% of its value.
Best Buy has been running commercials for its new "Buy Back Program." For an additional fee, you can "future proof your technology" by trading it in for a new model.
Say you buy a $2,000 television and pay and additional $179 for the "Buy back" guarantee. If you seel it back to Best Buy within seven months, you'll get a gift card with a vlue "up to 50 percent" of the original purchase.
These guarantees do two things: 1) take the negative of a declining value of a new car or soon-to-be technology and turns it into a positive and 2) gives the buyer one more reason to make the purchase.
In writing great promotions, it's critical to have a great guarantee--a guarantee that's specific, yet that covers all the bases to give the prospect yet another reason to buy.
Here, for example, is a guarantee I wrote for Ultimate Res3, a revolutionary age-fighting, health-boosting formula
This guarantee works because it...
* Recaps the Unique Selling Proposition of the product
* Includes not one but three guarantees
* Guarantee No. 1 focuses in on unique benefits of taking this product
* Guarantee No. 2 focuses on the fact you can take the very last capsule and still
get your money back--removes all risk
* Guarantee No. 3 focuses on the FREE gifts you get and can keep no matter what
* Takes away the buyer's risk with a LIFETIME guarantee--not prorated
* Is signed by Michale Cutler, M.D. for credibility
After reading it, the prospect is assured of Complete Satisfaction, or he gets all his money back.
Now that's an ironclad guarantee!
More important, this powerful guarantee is helping the prospect buy without worry--adding to the success of this piece.
