Quick tip: Visit your site. Does copy contain more “we,” “me,” and “I” statements than “you” and “your?”

Marco…Polo Have you ever visited a site to be sold on product, then when you needed to ask a quick question, you couldn’t find their contact information? The solution: Put at least an email address or phone number on each page, preferably at top or bottom. Then put more detailed contact information on your contact page.

Rarely read but really important. Just presence of terms and conditions and privacy policies instills confidence in your product. It also eases minds of your more anxious customers.

Vague, iffy, testimonials Testimonials are easiest and perhaps best way to capture your customers’ attention and confidence. But simple statements saying that your product is good, won’t work. Detailed testimonials praising how much your product improved their life work best. Another way to give testimonials more selling power, get a picture. Even better, get a picture with you customer using your product or benefiting from your service.

Guarantees fall into five very overlapping categories:

1. The Money-back guarantee – This ensures that you customers won’t waste their time or money. It also protects customers if product breaks or fails. You can also offer a prorated money back guarantee after originally guarantee’s terms have lapsed. 2. The Satisfaction guarantee – This ensures that your customer will be and remain happy with your service or product. This promises your customer happiness with benefits your services. 3. Price protection guarantee – This can either lock in price, ensuring price and payment terms won’t change or increase -- think life insurance. Alternatively, ensure that they won’t find a lower price – think office supply superstores. 4. On-time guarantee – This helps subdue fears in time-crunched patrons. Businesses like printers, car repair shops, and cable companies could benefit from this type of guarantee. 5. Absolutely No Question Asked guarantee – This can be applied towards anything. A major problem: You’ll probably never learn your weak spots, if you never have opportunity to ask questions.

Include a guarantee in your next copywriting project. Whether you’re writing web copy, a brochure, or a sales letter, a strong guarantee will dissolve your customers’ reluctance and help spur sales. I guarantee it.