A Sure Thing
Too long has the persuasive guarantee played a supporting role in ads. Why not make it the star in your own efforts? It works wonders, we promise.
Ah, the ubiquitous guarantee. That golden promise ofcraftsmanship, workmanship, performance, durability, freshness,whiteness, unshrinkability and lowest price that's slapped onvirtually every product and service marketed today. It'svariously dubbed "unconditional," "iron-clad,""money-back," "lifetime," and a dozen otherclichéd descriptions, yet the guarantee is rightly consideredcritical in persuading a prospect to become a buyer.
Despite its value, however, the guarantee has become asomewhat stale, musty element of advertising that generates littlemore excitement than aspirin instructions. You've seen thestilted wording a million times: "If not utterly delightedwith the performance of your new Gerbil Gym, simply return itwithin 30 days of purchase for a full refund, no questionsasked!" And the guarantee is still often found housed in a boxwith a 50-year-old filigree border.
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