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Make them a oneconditional guarantee
John Jantsch
Oct 7, 2007
Guarantees have long served marketing organizations as a way to shift the risk from buyer to seller. By assuring that a prospect can get a 100%, no questions asked, no hassle full refund if not thrilled guarantee, the thinking is that the buyer has nothing to fear if the product doesn’t live up to expectations.
I believe that every company can explore some form of a guarantee as part of their marketing offering. If you think about it you probably offer an implied guarantee of satisfaction to your customers whether you advertise it or not.
There are many examples of simple, straightforward, unconditional guarantees but I think there is one very important condition that you must add to your offer of guarantee to make it a powerful marketing tool.
When you offer a money back guarantee also clearly spell out that the only condition the buyer must meet in order to receive a full refund is that they suggest to you ways that you could make the product or service better or more in line with what they wanted or expected.
With a “oneconditional guarantee” you invite participation and conversation - you and your products continually improve - and you will likely win back clients who otherwise would simply move on to another product and silence, or at least muffle, potential detractors.
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, Oct 7 2007, 11:20 AM EDT
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