Lately I’ve noticed websites by “results guaranteed copywriters.”
These are copywriters who promise increased sales, higher conversion rates or what-have-you, or they’ll give their clients their money back.
Why would a freelance copywriter do this?
To win trust. Prospects who contact you are taking a risk that the service you provide won’t work. By offering a money-back-guarantee, you take away their fear. If they don’t get the results they were promised, they’ve lost nothing but time.
To bring in more prospects. People are more likely to pick up the phone if they feel like they can’t lose. Like with an infomercial. Which means a higher number of inbound prospects.
Does it work?
I’m not rude brave enough to call any of these copywriters and ask for their financials. Or details about their projects—their niche and target audience might be ideal for making such a promise.
Since they’re in business, I’m going to assume that this business model works for them.
But here’s why I won’t guarantee results.
There are too many variables that I can’t control.
- Their marketing plan
Have we decided what to do with this written thing yet?
- How well they execute that plan
Who pushed the wrong button?
- Their sales and marketing presentation skills
Unzipped pants, stained shirt, slurred speech—let’s rock this.
- Changes to any regulations that govern their industry
You mean we can’t say “FREE CASH FOR EVERYONE” anymore?
- Their email list filters
We just sent a marketing email to the opt-out list? Oops.
- Their email and DM deployment
The year on the date was supposed to be 2014, not 1024.
- Their servers crashing
Who knew one unsupervised raccoon could do so much damage?
- Changes in their management
Hello, I’m Lord Zod and I want better numbers than that last guy.
A prospect once asked if he could pay me “when he becomes profitable.” I declined. For the same reason: I can’t control how he operates. I can only do my part.
If you’re going guarantee your work, guarantee only that which you can control.
Promise that your work will be:
- High quality
- On time
- Error free
- What the client asked for
You’re responsible for providing an effective sales tool. The client’s sales and marketing departments are responsible for the results.
To assume responsibility for the outcome would be the same as letting someone borrow your car and promising they’ll be safe. You can’t control other drivers, road conditions or the weather. The only promise you can make is that the car’s in good shape and has a full tank of gas.
What do you think? Would you consider offering a money-back guarantee on your copywriting?