Direct Mail Guarantees Should Hurt

The best guarantee to offer your direct mail buyer is one that hurts. You, that is. Like you, your potential buyer lives in a rip-off society where merchants sell shoddy products and vendors do not honour their promises.

In this kind of selling and buying climate, the best way to increase response rates and encourage repeat business is to offer a guarantee that hurts you but helps your customer. The more you have to lose, and the less your customer has to lose, the better off you both will be.

  1. Make your guarantee unconditional. Let customers know you will honour your guarantee for any reason.

  2. Offer a 100% money-back refund. Don