Comments on: Free. Guaranteed! http://www.john-carlton.com/2006/01/10/free-guaranteed/ insight, tactics, advice and mutterings on copywriting, marketing and living life deep... from the most ripped-off world-class ad writer alive... Thu, 04 Dec 2008 01:37:46 +0000 http://wordpress.org/?v=2.2 By: be the story » “Show; Don’t Tell” Works for Ads, Too http://www.john-carlton.com/2006/01/10/free-guaranteed/#comment-8801 be the story » “Show; Don’t Tell” Works for Ads, Too Thu, 06 Jul 2006 11:40:26 +0000 http://www.john-carlton.com/2006/01/10/free-guaranteed/#comment-8801 [...] A couple months ago, John Carlton posted on his blog an entry entitled “Free. Guaranteed!” When you’re giving away something, or when you’re making a guarantee, don’t just use the words “free” and “guaranteed.” Using these words does not by itself conjure a magic incantation that will make people buy. These words have been so overused, in fact, that customers are rightly skeptical whenever they see them in an ad headline. [...] […] A couple months ago, John Carlton posted on his blog an entry entitled “Free. Guaranteed!” When you’re giving away something, or when you’re making a guarantee, don’t just use the words “free” and “guaranteed.” Using these words does not by itself conjure a magic incantation that will make people buy. These words have been so overused, in fact, that customers are rightly skeptical whenever they see them in an ad headline. […]

]]> By: James Burchill http://www.john-carlton.com/2006/01/10/free-guaranteed/#comment-1244 James Burchill Wed, 01 Mar 2006 12:10:55 +0000 http://www.john-carlton.com/2006/01/10/free-guaranteed/#comment-1244 Better Than Risk Free... I get it, and just like the comment above, the idea of giving someone more of the same when they've clearly said no thanks is kind of wonky. E.g. You're at a restaurant. You order a meal. It sucks, the food tastes bad and you ask for a refund. The manager on duty smiles, apologises, refunds your money...and then gives you more of the same food!!! Yuk. To me this is a definite Homer Simpson moment - DOH! Now, *IF* we are to assume that the person requesting the refund is full of *it and is simply 'trying it on' to see if you are really going to honour your promise, then giving them a 'free ride' might appeal to them. But I ask you, is that the kind of client we all want? I know... it's better to keep them happy because we don't want bad news floating around. But I would (and have) recommended an alternate 'gift' for their efforts. Case in point... One of my clients is in the automotive service field, when a refund is requested for any reason I have encouraged my client to offer a 'better than risk-free' gift that has NOTHING to do with their primary business. In their case it's a coupon for videos and pizza... A small but useful "thankyou". Afterall, if that client thinks your service sucks... what good is more of the same service? Anyway, that's my 2-cents worth. - James Burchill Better Than Risk Free…

I get it, and just like the comment above, the idea of giving someone more of the same when they’ve clearly said no thanks is kind of wonky.

E.g. You’re at a restaurant. You order a meal. It sucks, the food tastes bad and you ask for a refund. The manager on duty smiles, apologises, refunds your money…and then gives you more of the same food!!! Yuk.

To me this is a definite Homer Simpson moment - DOH!

Now, *IF* we are to assume that the person requesting the refund is full of *it and is simply ‘trying it on’ to see if you are really going to honour your promise, then giving them a ‘free ride’ might appeal to them. But I ask you, is that the kind of client we all want? I know… it’s better to keep them happy because we don’t want bad news floating around.

But I would (and have) recommended an alternate ‘gift’ for their efforts. Case in point… One of my clients is in the automotive service field, when a refund is requested for any reason I have encouraged my client to offer a ‘better than risk-free’ gift that has NOTHING to do with their primary business. In their case it’s a coupon for videos and pizza… A small but useful “thankyou”. Afterall, if that client thinks your service sucks… what good is more of the same service?

Anyway, that’s my 2-cents worth.

- James Burchill

]]> By: Jay http://www.john-carlton.com/2006/01/10/free-guaranteed/#comment-1214 Jay Wed, 18 Jan 2006 18:34:06 +0000 http://www.john-carlton.com/2006/01/10/free-guaranteed/#comment-1214 Great read, John--very well done. And dead-on accurate. BTW, it was an honor meeting you last weekend in San Francisco. Thanks for your time! Great read, John–very well done. And dead-on accurate.

BTW, it was an honor meeting you last weekend in San Francisco. Thanks for your time!

]]> By: Craig Perrine http://www.john-carlton.com/2006/01/10/free-guaranteed/#comment-1213 Craig Perrine Wed, 18 Jan 2006 06:08:42 +0000 http://www.john-carlton.com/2006/01/10/free-guaranteed/#comment-1213 John, It's a relief you weren't abducted because every month when I get your Rant I stop what I'm doing, tell the folks around me to buzz off and do something else besides bug me for a while and devour it. In fact, I've been so thoroughly enjoying your stuff (along with the big fat course I bought) and using it to great effect, that I'm feeling like all I have to say is praise and compliments... And then suddenly I felt edgy... like I had to say SOMETHING critical just to make sure I wasn't losing my mind. After all, nobody's perfect. I was even going to write a parody about a fricken 'headless golfer' who improved his damn score. And then I realized what it was... something to nit pick about... you don't drink scotch anymore (at least I think that's what you told me at the Fusion seminar). In the grand scheme of things, it's not much, but it's something. There. I said it. Now I'm going to get back to a piece in your swipe file that is just perfect for the project I'm working on. Fricken genius stuff. Hope to see you in March. Craig Perrine John,

It’s a relief you weren’t abducted because every month when I get your Rant I stop what I’m doing, tell the folks around me to buzz off and do something else besides bug me for a while and devour it.

In fact, I’ve been so thoroughly enjoying your stuff (along with the big fat course I bought) and using it to great effect, that I’m feeling like all I have to say is praise and compliments…

And then suddenly I felt edgy… like I had to say SOMETHING critical just to make sure I wasn’t losing my mind. After all, nobody’s perfect.

I was even going to write a parody about a fricken ‘headless golfer’ who improved his damn score.

And then I realized what it was… something to nit pick about… you don’t drink scotch anymore (at least I think that’s what you told me at the Fusion seminar).

In the grand scheme of things, it’s not much, but it’s something.

There. I said it. Now I’m going to get back to a piece in your swipe file that is just perfect for the project I’m working on. Fricken genius stuff.

Hope to see you in March.

Craig Perrine

]]> By: Raja C. Hireker http://www.john-carlton.com/2006/01/10/free-guaranteed/#comment-1212 Raja C. Hireker Tue, 17 Jan 2006 17:47:15 +0000 http://www.john-carlton.com/2006/01/10/free-guaranteed/#comment-1212 Hi John: A quick intro - we 'met' at G. Halbert's December 2002 Copywriting Seminar in Phoenix, Arizona. Something's been troubling me inner noggin for a while now, and your recent FREE, GUARANTEE 'apple example' blog post, bought it all back to me. I'm a believer in the 'better-than-risk-free guarantee, like the one you told about the apple - "if you don't like the first bite, you'll get your money back, and, you get to keep the apple. And... You'll even get a second FREE apple, also!" I buy it. Though... The inner noggin system threw me another point of view when doing some copy recently for a guy selling an info product - a 3-set cd. My inner yap system went something like this: If the first bite ain't good, why load up the poor prospect with the idea of keeping hold of the darn thing! But, even further... why give him another of the same, just to rot his appetite and multiply his misery? And that to... FOR FREE! I told the guy with the info product about testing the idea about NOT giving the stuff for free, even though the prospect had fiddled, fondled, and said... YUCK! Why put the blighter through all the misery? Why not instead, offer a SPECIAL REPORT as a thank you for trying us out, taking a chance, etc? Something that they HAVEN'T already chucked back in our face! The guy hummed and hawwed, but opted for giving the farm away. Sigh. Now, It may be easier to duplicate the cd's and just give them away to someone who raised their armpits, but just says... NOOOOOOOO! Though, the idea of letting someone keep something, even though they've declared they don't want it, is somewhat messing with my head. I know it may be a pschological ploy to win the prospect's mind with heaving everything at them, but have you tested out the idea of NOT letting them keep everything, but somehow still making it a better-than-risk-free? Curious about your thots. Warm regards John, Raja P.S It's such a great blog, that at times, it overshadows your paid subscription newsletter! Sheesh... do I need to cancel!!?'$% :) Hi John:
A quick intro - we ‘met’ at G. Halbert’s December 2002 Copywriting Seminar in Phoenix, Arizona.

Something’s been troubling me inner noggin for a while now, and your recent FREE, GUARANTEE ‘apple example’ blog post, bought it all back to me.

I’m a believer in the ‘better-than-risk-free guarantee, like the one you told about the apple - “if you don’t like the first bite, you’ll get your money back, and, you get to keep the apple. And… You’ll even get a second FREE apple, also!”

I buy it.

Though…

The inner noggin system threw me another point of view when doing some copy recently for a guy selling an info product - a 3-set cd. My inner yap system went something like this:

If the first bite ain’t good, why load up the poor prospect with the idea of keeping hold of the darn thing! But, even further… why give him another of the same, just to rot his appetite and multiply his misery? And that to… FOR FREE!

I told the guy with the info product about testing the idea about NOT giving the stuff for free, even though the prospect had fiddled, fondled, and said… YUCK! Why put the blighter through all the misery?

Why not instead, offer a SPECIAL REPORT as a thank you for trying us out, taking a chance, etc? Something that they HAVEN’T already chucked back in our face!

The guy hummed and hawwed, but opted for giving the farm away. Sigh.

Now, It may be easier to duplicate the cd’s and just give them away to someone who raised their armpits, but just says… NOOOOOOOO!

Though, the idea of letting someone keep something, even though they’ve declared they don’t want it, is somewhat messing with my head.

I know it may be a pschological ploy to win the prospect’s mind with heaving everything at them, but have you tested out the idea of NOT letting them keep everything, but somehow still making it a better-than-risk-free?

Curious about your thots.

Warm regards John,

Raja

P.S It’s such a great blog, that at times, it overshadows your paid subscription newsletter! Sheesh… do I need to cancel!!?’$% :)

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