were more beautiful you would be more popular with the men.   It was even fun doing exercises with the Thighmaster because it was easy to do. No running, sit ups, squatting, or walking. You could even lay down and watch T.V. while doing exercises with the Thighmaster.   The Thighmaster increase your health and vitality and kept you in shape with minimal work.   You would never have to worry about the embarrassing pain of being fat, out-of- shape, and having buns that jiggled like jello.   And because you didn't have to spend a lot of time at the gym you wouldn't feel guilty of not being at home when your family needed you.   In fact, you would love you even more because of the increase time you'd now be able to spend with them.     Did the Thighmaster actually do all those things? Probably not, but after watching the infomercial the thousands of people that purchased the product probably thought it did. People bought it based on its perceived value (versus its actual value).   How to Decrease the Risk In Your Offer   To reduce the risk in your offer you need to address the following questions that people have in their minds when they consider an offer:   1. Is the price too high for what I will receive? (price)   2. If I don't like it can I get my money back? (guarantee)   3. If something goes wrong can I get help? (warranty)   4. Does it really work? (performance)     Each one of these areas should be addressed when creating your offer. Let's look at each individually.   Your Price   The asking price is most often the 'risk' that people take to get the product or service you offer. The closer you get to making your offer free (or perceived as being free) the less risk you expose your prospect to and the higher your response rate will be.   There's no wonder why the most powerful word in marketing is the word, 'FREE.' Because it reduces the risk down to zero. Who wouldn't take advantage of an offer that provides relevant benefits and is free? Even if it didn't work there was no risk so there's no harm done.