Email Updates Risk-Reversal’s Role Reversal
The greater portion of my career has been in copywriting, selling and direct marketing. And one of the common denominators I’ve found in any successful piece of copy is the power of risk reversal. That is, taking more of a risk from the sale than the purchaser of your product.
The greater the guarantee, the greater the sales. This has been consistent in almost every industry in which I’ve worked, and with every split-test I’ve conducted. For example, a 30-day guarantee will outsell no guarantee. A 90-day guarantee will outsell a 30-day one. And so on and so forth.
However, there are some exceptions to this rule.
Million-dollar influence and persuasion tactics so potent, if they were any more powerful the government would be forced to classify them as 'mind control'! 
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