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Karen Alison posted an update 8 years, 8 months ago · updated 8 years, 8 months ago
We don’t have a lot of returns, but we’re not selling a lot of product yet. So, after the SWS course, when the orders start rolling in because of the incredible sales copy I’ll be writing, does it cut back on returns when you’re selling a downloadable information product, if part of it is in hard copy?
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Wendy Gardner posted an update 8 years, 8 months ago · updated 8 years, 8 months ago
Another question….Iāve been reading Johnās posts on money back guarantees etc. What about risk reversal on a physical product with limited shelf life (think fresh milk, raw meat) or that cannot be resold once used (think underwear, eye drops, hairbrush)
Curious to see what others have done for consulting services, massages, fitted kitchens wit…Read more
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First off, you should get a good lawyer for any market where you are selling something that has a possibility of harming people physically. If you are using a private label manufacturer, they probably have liability insurance that would cover your product, but you should consider getting your own anyway. I am not a lawyer, though, so take that…Read more
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Thank you Virginia. I have UK insurance and had my face cream tested in a private laboratory, as well as the recipe critically examined etc for safety of usage on humans.
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just remember that in the US people tend to be sue-happy. From what I hear, in the UK either it is more difficult to sue or people are just more civilized, but I don’t think you have the same problem there as we do here. Be careful if you want to sell in the US.
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I think the number of scammers is minimal, and you can’t base your business plan on the fear of people ripping you off. If you do get a lot of refund requests, it is more likely that there is something wrong with your product.
Which leads to something else. When you get a refund request, if you require people to call for an authorization number…Read more
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That’s a great suggestion, yes, an opportunity to ‘fix’ products/systems etc that nobody else has noticed or got annoyed anough to complain about… excellent I’m really pleased I asked. (Instead of churning around in my skull a gazillion times) So far it’s only been 1 person and I’ll remember her, for ever š Thank you
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Regarding what is done in other markets:
When you are designing a guarantee you have to take into account how much work you have to do, whether you are just starting out or have an established business, the type of product (digital or physical) and other things that I can’t think of offhand.
You have to design a policy that fits an individual…Read more
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It does help, thank you… you’ve given me a few options to think about.. the conditional guarantee is a great approach…….thank you Virginia.
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You are worrying about a problem you don’t have, which is entrepreneurial suicide.
When / if you are going broke because of too many refund requests, worry about this. Until then, worry about selling 1,000,000 GBP of the stuff.
If you need to, you can split test different guarantees –
(1) No guarantee. No refunds. (I suspect this will lose,…Read more
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Thank you for the sanity check… Option 1 hasn’t flooded my day wrapping orders, so (2) and (3) to test. I’ll run with (3) first…. OK will get this written and onto site before weekend. There was only 1 lady who ever asked for a refund, so time to have a thicker skin.
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Wendy Gardner posted an update 8 years, 8 months ago · updated 8 years, 8 months ago
I’m feeling confused with the mantra ‘give them what WANT vs give them what they NEED’. Please correct any flawed deduction here:
OK so you don’t need a drill, you want your curtain rail hung up to sleep in a dark room. (by holes, magic tape, elves in the night, whatever)
So… with a moisturiser…they want to look good/get rid of itchy or…Read more
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It sounds like you have the right idea. I’m not sure where you are confused.
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So WANTs are the final benefits to end person. NEEDS are the bits/features that make it happen.
Think all my dots are connected now, thankyou.-
I don’t really know if you can generalize like that. For example, if someone is buying a car, they need to get from one place to another. A car will do that (feature). But, they may want power windows and door locks and a DVD player. Those are not really needs, but they would be features of a car. But, you could also say that they don’t…Read more
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Actually, you’ve given another physical example so it’s clear…thank you
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Hi Wendy,
I think of needs and wants like this: what I need is something useful, what I want is how it makes me feel – the emotional side.
So, to use the car example, what someone needs is a vehicle to get from place to place. Pretty simple, right? But do they want a vehicle that makes them feel like a race car driver, a millionaire or 20 years…Read more
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So the same feature could have different wants/emotions, depending whether it’s mom and kids or single bloke, for instance… Thanks @karena
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Wendy Gardner posted an update 8 years, 8 months ago · updated 8 years, 8 months ago
Quick question on Features vs Benefits as it relates to a physical product, eg face cream/moisturiser.
Would the features of a face cream be the individual ingredients eg Shizandra berry, and the benefits what that berry does (adaptogen, herb of immortality that makes skin softer that makes the person looks younger that makes them feel…Read more
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Short answer…yes. Longer answer for face creams… features are what you see, feel, taste, hear, etc. Face cream may come in an 8 oz jar, contain certain ingredients, are smooth, feel cool when applied, are applied x times per day,etc. Benefits are soft skin, glowing complexion, your husband will love to stroke your face, your next door…Read more
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Thank you Virginia… I felt stupid to ask something so obvious, but the lack of clarity had me feeling unsure.. now it’s crystal clear, like diamond. Super…
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Angie Lole posted an update 8 years, 8 months ago · updated 8 years, 8 months ago
Hello humans,
I’m Angie from New Zealand (currently based in Seattle.)
I took the SWS a couple years back and had my mentor David Garfinkel as a coach. It was a freaking rad experience and during that time I wrote my best-selling women’s relationship VSL to date.
I met YOU, John Carlton and Stan Dahl, for the first time at your Platinum…Read more-
Angie! You were great in the mastermind. Wish you’d join the group, in fact.
I look forward to seeing your exercises in the class. Welcome, and let’s get after this…
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Hi Angie: Welcome to the Club, and the SWS! I know you are going to love having John as your second SWS coach!
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We aim for the freaking rad. Good to have you aboard, Angie.
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Hi Angie. I’m in this class too and I’m super excited. Never been happier to make an investment. The only thing that comes close is when I bought my saxophones. I’m a medium-rookie copywriter if that makes any sense…but I’ve got thick skin, so I’m really looking forward to all the more experienced copywriters’ insight and advice, like yours (and…Read more
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Hi Angie: The SWS classes are open, so you can go introduce yourself and get started. (Premium Services/Simple Writing System Coaching/Simple Writing System Classroom or Simple Writing System Lessons). See you there!
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Thanks Virginia!
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Angie’s the Raddest!
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If you make people return something it will cut back on returns, but it could also cut back on sales, because there is more perceived risk. People will see that they have to do some work to get their money back. You have to test to see if one outweighs the other and which gives you more net income.
This would be a good question to post in the classroom when you get to that step (step 14 is where you talk about guarantees and risk reversal).
Okay – thanks, Virginia.