By Stacy Zemon, Publisher & Chief Scribe
If the direct-mail postcards, brochures, flyers, and other marketing materials for your DJ service aren’t achieving the response rates you’re seeking, it might be because you don’t offer a guarantee. The following details why you should offer a guarantee on your print marketing tools and how to create a compelling guarantee.
Why you should offer a guarantee
A guarantee fosters trust; when you’re so confident in your DJ service that you’re willing to offer a refund if clients aren’t happy with their events, they’ll feel they can trust you – and trust plays a major role in earning response, sales, and long-term loyalty.
A guarantee is more than a simple offer to refund money to dissatisfied clients: it’s a promise that your clients will be satisfied. No business would be profitable if it consistently gave out refunds, so clients reason you must have a track record of success if you’re willing to offer a guarantee.
Some DJ companies are hesitant to offer guarantees, fearing clients will book their services and immediately request refunds in an attempt to get something for nothing. If you put on steller events, however, such fears are unfounded: even though some people will undoubtedly collect on your guarantee simply because they can, the vast majority of your clients will be happy to receive the value you offer for the money they paid.
For most businesses, the rewards of offering a guarantee – greater response rates, increased sales, better ROI, and more profits – far outweigh the risk.
Not all guarantees are created equal
Offering a guarantee on our marketing materials is a great idea, but just any guarantee won’t work. If you want to yield improved ROI, your guarantee needs to resonate with your customer base.
Place your guarantee in your headline, or as close to your headline as possible (even in a sub-head) to make sure all recipients see it front-and-center. Repeat your guarantee as a benefit in your body copy. Repeat your guarantee in your call to action.
Make sure your guarantee covers only those aspects of an event that are within your control. For example, here is HeartLight Entertainments guarantee.
Offering a guarantee is a surefire way to maximize ROI from your marketing materials. Incorporate these tips to develop a compelling guarantee that fosters trust and boost sales.
