As savvy business people know, often times doing the exact opposite of what your competitors are doing gives you a strong tactical advantage in business.
Recently, I ran across one of the best examples of this I've ever seen. In fact, if I hadn't seen this with my own two eyes...and if it wasn't being done by someone who's raking in millions of dollars per year...I probably wouldn't have even stopped to consider what he's doing. Maybe I would even have written him off as some idiot who doesn't have a clue. (As it turns out -- it was I who didn't have a clue!)
Seriously.
What I'm about to show you breaks one of the most iron-clad, set-in-stone "rules" of direct response marketing.
The guy doing this is Matt Furey. And he loudly and boldly proclaims in his "return policy" all sales are final...and he will NOT give you a refund.
And not only that -- but he actually takes his reason for doing this -- and turns it around to make his stuff MORE appealing and valuable in the process. Spinning this "fault" into a pretty compelling reason to actually buy his stuff.
If you take a minute and read his fascinating return policy at: http://mattfurey.com/policy.html you will see just one of many reasons I study Matt Furey's stuff in microscopic detail. And why I am always recommending other marketers and copywriters do, too.
Who'd ever have thought there was actually a lesson to learn in reading a return policy? Go figure. |
