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“Always disclose continuity. Look at this thing. Look at how big these bullets are because they’re so important to me. You must disclose your continuity. This is really good copy too you guys. “Your order also includes our Guaranteed Success System.”
This is whatever it is that you’re selling. If you’re selling a physical product that’s being delivered out month after month, it will be easy. You call it “Our Guaranteed Success System.” Why? Let me finish, and it will make sense.
“Your order also includes Our Guaranteed Success System. After years of trial, we are proud to offer you our monthly delivery of our system automatically.
The term ‘out of sight, out of mind’ is very true, and Our Guaranteed Success System will ensure that you are reminded and motivated to stay on top of your goals by delivering a fresh batch of information, motivation, and support directly to your door for only $38.00 a month. There is no long-term obligation, and you may cancel at any time.”
Do you see what I’m saying? You can disclose continuity in a positive way.
Why are we giving you the continuity program? Because we know if you don’t get these coming to your door every month, you’re gonna fall down. It’s our job to make sure that you don’t fall down. So that’s why we, every month, will be on top of you, making sure that you are staying motivated and on task to reach your goals.
If you do not disclose continuity then you will have tricked the customer into buying, and they will rebel. Trust me when I say you don’t want that. I’ve had lots of clients – well, not any more, but in the past where they’ve tricked customers into continuity, and I’ve had to say, “Look, you can’t do that, man. You’re gonna get in trouble.”
Sure enough, they all get in trouble.
Remember, make all positive negatives into positive statements by featuring the benefits of what it is that you’re going to offer them.
There are benefits in everything you’re offering them or you would not be offering it to them. Be sure that your disclosures are clearly displayed and in simple English as well as in your legalese.
We talked about this already before, but it is important that you do not use lawyer talk in your disclosing of your offer. I should say not your disclosing, in your presentation of your offer, in your presentation of your continuity.
You don’t want the presentation of your continuity to sound like an attorney. You want your legal disclaimers to sound like legal disclaimers, not the presentation of your offer.”