Why write a guarantee for your product or service? It reduces risk in eyes of your customers, enough to turn a cynical customer into a convinced customer.

So, what makes a good guarantee? Besides obvious, “I guarantee it,” strong guarantees include elements that not only ease customers’ fears but also reinforce your offer. Before you put your guarantee in writing, here are some tips to keep in mind.

* Emphasize benefit in each guarantee. Say you’re selling an energy supplement. Write a statement saying, “If you’re not drinking less coffee, skipping down street, or simply more energetic after thirty days, just ask for your money back.” * Offer objects other than money. If you simply can’t afford to return your customers’ money or hesitant to offer that type of guarantee, offer to correct problem at no additional charge. Send them another product. Contribute to charity of their choice, in their name of course. Use your imagination and think of ways you can ease your customer’s fears. * I’m sure you’ve heard of 30-day guarantee. Have you ever considered giving a 60-day, 90-day, or even a 1-year guarantee? When you offer longer terms, you take on more risk. When you take on more risk, your guarantee becomes stronger. A strong guarantee = Confident buyers. * After you’ve finished laying out your guarantee, don’t forget to restate your main offer. This is also a great place to include write another call-to-action phase. Ask for their business right after you’ve dissolved their reluctance.

It was going so well, so what happened? Many copywriters get off to a wonderful start: The headline is compelling, body copy is benefit-filled, but then comes call-to-action and whole thing falls apart. Why? It could be a dozen different reasons, but one of most common I’ve seen is that call-to-action doesn’t fit target audience.

Call-to-action statements (those final words that inspire your customers to take an action - usually to make a purchase) are not universal. Just like your headline, your sub-heads, and your body copy, calls-to-action need to be as specific as possible. They need to “match” style of your audience.

To me, an effective call-to-action is more than just simple “order today” or “click here now” phrase. Yes, those play a part, but it takes more than that to motivate buyers.

Let’s look at an example or two of powerful calls-to-action and see what makes them tick.

Langtry Manor (http://www.langtrymanor.co.uk/weddings.htm)

This site represents an old English manor that is available for (among other things) weddings and receptions. Their branding positions them as a very upscale, exclusive, highly sought after location for brides around world to be married.

After going over benefits of using inn for a wedding and/or reception, call-to-action comes into play. Notice how there is more than simple “contact us today” statement.

Because of historically romantic setting and immense popularity of Langtry Manor Hotel among brides worldwide, our schedule becomes filled quickly. We recommend you contact us for additional information or to arrange for a viewing of hotel as soon as possible. This will help to guarantee a reservation for your preferred date.

See how call-to-action fits audience? The copy doesn’t stop in middle of romancing bride in order to scream, “Dates are being booked as we speak! Call us today before your wedding date is gone forever! Don’t let some other bride get jump on you! Pick up phone now!” This audience would run for their lives if they read that copy.