Make The Thing They Want The Most Your Disclaimer: How to triple your sales online with a sneaky little trick that informercials use


Make The Thing They Want The Most Your Disclaimer: How to triple your sales online with a sneaky little trick that informercials use

By: Sandi Krakowski

The radio was on as I drove down the road and then I heard the infomercial jingle begin. First music, than that interesting voice that said, "Only a select few will be chosen for this clinical trial. Please stay tuned until the end of this broadcast to see if you qualify." 

Bam- my attention was stirred! I kept listening!

"Studies show that as we age, many of us find it more difficult to lose weight. But scientists have recently discovered a breakthrough formula that reverses aging and accelerates metabolism without raising the heart rate or other uncomfortable side effects."

"Not to uncommon, great opening," I thought…. and it went on for about 2 minutes with a very good program, description and spot-on language for the ideal client. This particular ideal client would want to lose weight, not work hard, have no discomfort and miraculously shrink a size.

Then…. I heard the most brilliant close I have encountered in a very long time.

"Warning: If you lose more than 10 pounds in under 10 days, please discontinue usage."

HA! I sat there laughing. "Oh sure," I thought to myself, "Like anyone is going to DISCONTINUE usage if they got that kind of success!" 

Then it came to me. What if… I were to put such a disclaimer on our website? 

Could it work? 

"Warning, If you earn more than $1000 per day, please discontinue usage and call your accountant immediately!" 

It sounded brilliant! (and when you least expect it I will most likely be borrowing that!)

But the lesson from this informercial is more profound than even the potential profits it could create- the idea that a disclaimer could actually be what the customer craved and wanted was brilliant!

So here's a little check list for you in case you want to test this out with your own product or service:

#1- What is it your clients really want? Try this: "Warning: Our copywriting has been known to crash servers, slam emails and increase profits so quickly you'll rethink everything you're doing!"

#2- What would be a potential result if the clients actually GOT what they wanted? Do they want to lose weight, write more clearly, speak to more clients or get more leads? What is it?

#3- Can you create a disclaimer that actually WARNS the prospect that what they want could quite POSSIBLY actually occur?

This my friends is not only ingenious, but it makes marketing fun! Give it a try!

With Love,

Sandi Krakowski

Sandi Krakowski






Sandi Krakowski

Sandi Krakowski is an ‘out of every box’ author and speaker, top social media influencer, thought leader, and culture creator. Her specialty is in faith at work, empowering women, and creating culture and marketing for brands.

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