Mike Kaufman re-imagines e-commerce with “Power Warranty Marketing,” driving fierce brand loyalty and extraordinary reviews for his brand, ProTuff Products, as shared on the ‘Brand Fortress HQ Podcast.’

Apple | Spotify | iHeart

Guest Resources

REGYSTRD Website – REGYSTRD service.

Brand Fortress HQ – Learn the Strategies that are Working Right Now to Fortify Your Brand!

Brand Fortress HQ Podcast – Listen to Mike’s bi-weekly podcast.

ProTuff Products – Home of the Unlimited Free Replacement Lifetime Warranty.

3 Value Bombs

1) When you build something of true value, someosne else is almost always gonna try to topple your kingdom. Build something that’s not just valuable but that’s also formidable. Don’t just build a castle and build that fortress.

2) It’s not worth offering the warranty if it’s not effective. You really need a warranty and a business model that is staggeringly impressive, but also profit protective.

3) There’s a cost to the warranty, but what’s the cost on the other side of not fulfilling the warranty properly? You’re losing way more on that end than you’re gaining, by making that process difficult and having them bail in the process.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: Build an Unbreachable Brand Fortress through ‘Power Warranty Marketing’ with Michael Kaufman

[1:13] – Michael shares something that he believes about becoming successful that most people disagree with.

Success doesn’t lead to an easy street. With those perks, comes a lot greater responsibility and likely a longer list of individuals that you’re responsible for.

[2:53] – What is a brand fortress?

When you build something of true value, someone else is almost always gonna try to topple your kingdom. Build something that’s not just valuable but that’s also formidable. Don’t just build a castle and build that fortress.
You really need a very strong foundation and I think that all stems from a premium retail price point.
You have to have a deep moat. That’s building a five star brand reputation everywhere. You want rivers of glowing reviews surrounding your fortress.
Build a tall wall that those competitors just really can’t get over. Most of that comes through product differentiation.
You need a strong fighting army which is a massive list of fiercely loyal email subscribers.

[5:57] – How does a warranty or a guarantee help us cost effectively build that fortress?

It better supports that super premium price point because it gives a greater value proposition you know to the customer.
It is a very strong differentiator, but it also informs more product differentiation.
It safely builds an email list of fiercely loyal brand warriors. If you do this right, you’re building a list of people who literally will fight for you online.

[9:19] – A timeout to thank our sponsors!

HubSpot: Starting a business doesn’t have to be so hard. Go to ClickHubSpot.com/ent to download HubSpot’s Entrepreneurship Kit for free right now!
Thought-Leader: Ever thought about giving a TEDx talk? Visit Thought-Leader.com/fire to join a free training and learn how to land a TEDx Talk and spread your message to millions!

[12:27] – Profits are key. How can we construct a warranty that helps build our brand without killing our profits?

It’s not worth offering the warranty if it’s not effective. You really need a warranty and a business model that is staggeringly impressive, but also profit protective.
You need a quality product. The strength of the warranty or the guarantee is going to be very key.
Acknowledge the speed and simplicity of the warranty process for both your customers.
Be willing to say yes.
A strong warranty is gonna be two things – It is going to be extreme, but believable.

[16:10] – The speed and simplicity of the warranty process.

Don’t force customers through any hoops or unnecessary questions that waste their time. The faster and easier it is to get them to claim approval, the more effective the warranty strategy is gonna be.
If you can reduce registrations and claims to a few minutes or less, then you’re 90% of the way there and the best way to do that is to automate that process.
Our most loyal customers tend to be those who fully believed that we should have denied their claim. They expected that we were going to deny their claim and we didn’t.
You can’t begin to imagine just how much good will we earn when that customer sees approved at the end of that super simple 90-second claims process.

[18:53] – What does efficient warranty registration and claims management look like from the inside?

Make sure you research the product really well.
If you have the right price and if you can make those design improvements and then you can use the automation process, then that gives you some of that efficiency.
If they bail, you do save the cost of fulfilling the claim, obviously, but you lose everything else that is nearly guaranteed if you just say yes as quickly as possible.
There’s a cost to the warranty, but what’s the cost on the other side of not fulfilling the warranty properly? You’re losing way more on that end than you’re gaining, by making that process difficult and having them bail in the process.
Don’t limit the warranty registration to a particular time period following the order. Certainly incentivize early registration because you want them on your list as soon as you can get them there.

[24:26] – Michael’s key take away and call to action.

Brand Fortress HQ – Learn the Strategies that are Working Right Now to Fortify Your Brand!
Visit REGYSTRD Website a post purchase customer engagement platform which gives you everything you need to manage that warranty process.
Brand Fortress HQ Podcast – Listen to Mike’s bi-weekly podcast.
ProTuff Products – Home of the Unlimited Free Replacement Lifetime Warranty.

[25:50] – Thank you to our Sponsors!

HubSpot: Starting a business doesn’t have to be so hard. Go to ClickHubSpot.com/ent to download HubSpot’s Entrepreneurship Kit for free right now!
Thought-Leader: Ever thought about giving a TEDx talk? Visit Thought-Leader.com/fire to join a free training and learn how to land a TEDx Talk and spread your message to millions!

Killer Resources!

1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!

2) Free Podcast Course: Learn from JLD how to create and launch your podcast!

3) Podcasters’ Paradise: The #1 podcasting community in the world!

Build an Unbreachable Brand Fortress through ‘Power Warranty Marketing’ with Michael Kaufman

Subscribe

Guest Resources

3 Value Bombs

Sponsors

Show Notes

Killer Resources!

Subscribe