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Bonuses & Extras
When added to an already good sales letter -- Bonuses and Extras can be used to get action TODAY.
Anything you offer as a bonus incentive to your offer should..
1. Be strong enough to sell by itself
2. Be used in a way that gets the customer to take action without delay.
BUYER CONFIDENCE BUILDERS
Guarantees
One of the most fundamental rules of marketing is building CONFIDENCE and CREDIBILITY. Anything you can do to show YOU are a safe company to do business with will build rapport and security. This equates into more sales. A guarantee is an excellent way to say you stand behind what you’re offering.
You’ll need to figure out what kind of guarantee you can offer without shooting yourself in the foot. For instance in my own business we guarantee 100% satisfaction. This means we’ll keep working on a project within the designated specifications for an unlimited period of time to get it right. A guarantee like this has won us much business. However if we had offered a guarantee of delivery on a specific date, due to the nature of web design and changing needs we would have ended up hurting ourselves in the long run with project refunds.
Studies show the LONGER the guarantee, the LESS LIKELY it is to be used. For example a 90 day guarantee is less likely to be used compared to a 30 day guarantee. I know I thought this was weird too, but no weirder than a George Bush Gallop Poll.
Testimonials
Solid testimonials can do wonders for the credibility of your company or product.
Sometimes the best testimonials may also answer a lot of “buying questions” that buyers have. For example in order to answer a frequently asked question of “Does this program work for kids as well as adults?” You could have a testimonial from a child and an adult answering the question before it’s asked.
Any time we do a good job for a client and they tell us how pleased they are with our work, I ask for them to submit a short paragraph of their experience and give us permission to publish it on our site. A small incentive always does the trick.
A good testimonial is worth a thousand promises.
Security & Privacy
One of the hardest things for a new visitor to commit to is submitting private information on your web site. Since they’ve learned submitting your email somewhere means spam, and submitting credit card info means fraud, it’s important for you to settle these concerns as quickly as possible.
I recommend using well known security symbols and prominently displaying privacy statements when you are about to collect information.
If you need to know how to make your pages secure a good resource for getting an SSL certificate (which will encrypt credit card orders, etc.) is www.thawte.com or www.versign.com . A normal 32 bit encryption is probably all you need and the cost is generally anywhere from $150 to $250 annually. You’ll need to make your site secure if you plan on having very sensitive information like credit card data submitted through it. Some certificates can be shared with more than one web site to reduce the cost.
Privacy Statement – If you are collecting visitor information for your own purposes and you do not intend to sell it -- let your visitors know this. You’ll get even more people to participate in sharing information when they know their mailbox isn’t going to be loaded with spam later.
Credentials and Certifications
By demonstrating to a new visitor you’ve got credibility in any way, shape or form, is a positive thing. Proudly displaying credentials or certifications on your home page is a good way to get visitors feel you are more than just a “fly-by-night” company.
I believe so strongly in consumer confidence and ethical business practices I’ve even developed a site called www.jamesrickreports.com . Here you can apply for JamesRick Business Certification.
If you pass for certification you’ll be able to..
1. Receive a professional JamesRick Business Certification emblem which can be displayed on your web site.
2. You’ll also be listed in the JamesRickReports.com directory for free where targeted traffic can find your site and see that you are a credible company.
3. Receive feedback on your company from past satisfied clients that other potential customers can view. (Much like Ebay does its feedback )
The JamesRick Business Certification is much more thorough than the BBB (Better Business Bureau) and it is my hope that it eventually becomes a higher standard of credibility.
I recommend you apply for certification if you haven’t already done so. Visit www.jamesrickreports.com As of this writing the site is under construction but should be in full operation upon the distribution of this Ebook.
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