5 Steps to Writing the Perfect Guarantee

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“Not offering this kind of guarantee means that they do not believe in their product enough, and they do not care about if a salesman is over promising or over selling their product.” Matthew Lesko

The worry about risking our money is especially strong in online sales. Maybe it’s due to the fact that if there’s a problem with our order, we can’t walk into a brick-and-mortar store on Main Street and yell at somebody in person. It could also be due to the fact that when you offer your credit card information online — even with the strongest guarantees of privacy and protection — you really never know whose hands your personal information is falling into.

Those are two big reasons why having as strong a guarantee as possible is standard advice in direct marketing.

Without a strong guarantee, your sales will slow to a trickle since buyers are simply reticent to buy products over the Internet, phone, or by mail sight unseen.

But what exactly makes for a “strong” guarantee?

A strong guarantee has five defining characteristics. Incorporate these into your promotion’s guarantee and you’ll immediately ease your prospects’ wariness.

1) The longer the guarantee, the better — Typical guarantee periods are 10, 14, 30, 60, 90, 180, and 365 days. Of these, 10 days is the weakest, because it signals that the prospect won’t have adequate time to examine the product and determine if it lives up to its promises. The prospect has to act too quickly for comfort. He is afraid that, if he puts the product aside, the guarantee coverage will expire, and he’ll be stuck with a product he can’t return. And so he doesn’t order the product in the first place.


John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

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