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Posts Tagged ‘matt furey’

Risk-Reversal's Role Reversal

PizzaThe 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.

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