First you researched your product, gathering all the intelligence you could about the product, the market and the competition.
Second, you worked up your offer to make it as enticing as you possibly could. There’s no reason you can continue to improve upon it but at least you’ve laid the groundwork. The next step may be considered controverial by some…
Write your guarantee. Make it as strong as you possibly can. A lot of marketers skimp on this part. Some groan and grumble every time someone asks for a refund. Another marketer refuses to sell again to anyone who “dares” ask for a refund. I think all of these responses are mistakes.
Sure you’ve got your sewer rats who gleefuly download product after product and then demand a refund. It happens. And you’ve got others who have no problem giving away your product because they can make unlimited (but illegal) copies. I think those folks are in the minority. Most folks are honest and too busy themselves to rip you off.
I know I’ve asked for a refund now and then. The reasons vary but mostly the products simply don’t meet my needs. And I do not use them after getting my money back. I expect others to act the same way. Am I living in a dream world? Probably.
On the other hand I don’t want to live in the “real world” if it means my word is no longer good and I have to cheat to get by. It’s just not for me.
Okay back to the guarantee. Most marketers find the longer the guarantee offered the more sales they get with no significant increase in returns. In other words - their fears of being stampeded by angry customers demanding refunds were unfounded.
So write your guarantee. Make it strong. Let your prospect know you have every confidence in your product. If it’s as good as you say it is - you’ve got nothing to worry about.
And when you do get a refund request - honor your guarantee. Treat the customer with respect. Talk to them. You might just find out something you didn’t know about your product or your market. It could be that refunder is desparately looking for something you can easily supply but never thought about. Something that opens up a whole new (and untapped) market for you. It happens.
God bless,
Andy
