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Make them a oneconditional guarantee

Written by: John Jantsch

Article Overview: 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.

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Make them a oneconditional guarantee

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.

I believe that this simple condition does several beneficial things:

It helps you get valuable feedback that may indeed allow you build a better service
It sends the message right upfront that you care about the experience in the future as much as you do about the sale in the present
There are lots of marketers that offer guarantees simply to get the sale. They figure that they can handle the few who bother to ask for a return.

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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Home > Entrepreneur-Advice > John Jantsch > Make them a oneconditional guarantee
Article Tags: detractors, hassle, marketers, marketing tool, money, muffle, participation, risk, satisfaction, silence, unconditional guarantees

About the Author: John Jantsch
RSS for John's articles - Visit John's website

John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing - The World's Most Practical Small Business Marketing Guide (foreword by Michael Gerber, author of The E-Myth) published by Thomas Nelson - due out in the fall of 2006 He is the creator of the Duct Tape Marketing small business marketing system and Duct Tape Marketing Authorized Coach Network. His Duct Tape Marketing Blog was chosen as a Forbes favorite for small business and marketing and is a Harvard Business School featured marketing site. His blog was also chosen as "Best Small Business Marketing Blog" in 2004, 2005 and 2006 by the readers of Marketing Sherpa.

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