I drove down the road with the radio on, then I heard the infomercial jingle begin. First music, then an 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 too 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, and have no discomfort, as if to 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 my head off. “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!”

The lesson from this infomercial is more profound than even the potential profits it could create – the idea that a disclaimer could actually be what the customer craved was brilliant!

Here’s a check list if you want to test this with your own product or service:

#1 – What is it your clients really want? If I was still writing copy, it would look something like this, “Warning: Our copywriting has been known to crash servers, slam emails, and increase profits so quickly that 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!

 

Sandi Krakowski is a Happy Entrepreneur with 11 successful companies under her belt, and a “Back To Basics Step By Step Business” expert who currently serves more than 180,000 clients in over 136 countries. Her systems help the average business owner as well as big corporations get extra-ordinary results quickly. She has a track record for her ‘bringing it into action’ processes that company owners find easy to implement with quick results.

For more information about Sandi Krakowski, visit her website at www.arealchange.com.