Even when your copy is compelling, your readers want to find a reason not to buy from you. They are skeptical.
And, one of the reasons they’ll create in their own mind is: what if I lose money because it doesn’t work?
Eliminate this fear of risk and loss by offering a guarantee. Assure them you’ll give them their money back, without any hoops to jump through. (And, of course, deliver on that promise if it occurs).
But here’s the thing: guarantees can help increase sales but don’t necessarily create more returns. Even longer guarantees have that impact; sure, you might get a really old sale returned but more people will buy without a comparative increase in returns.
(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)