Let's dive into one of the most crucial components of offer creation: Guarantees.

A compelling guarantee can double, triple, or even quadruple your sales by reversing the risk for your prospect.

Let’s explore how to craft winning guarantees.

Types of Guarantees

  1. Unconditional Guarantees - Unconditional guarantees are simple and powerful: no questions asked, money-back guarantees. They work because they eliminate the risk for the customer entirely. Example: "I'm not asking you to decide yes or no today. I want you to make a fully informed decision from the inside, not the outside. If after 30 days you’re not happy, you can get your money back, no questions asked. All you have to do is email us at support@xyz.com, and we'll refund you promptly."
  2. Conditional Guarantees - Conditional guarantees come with terms and conditions but can be incredibly strong for closing deals. They guide prospects to take ideal actions, increasing the likelihood of their success and reducing your risk.
    1. Service Guarantee: "If you don’t achieve X result in Y time, provided you are doing A, B, and C, I'll give you your money back, or I’ll continue to work with you for free until you do."
    2. ‍Outsized Refund Guarantee: "If you don't achieve X result in Y time after doing A, B, and C, I’ll give you three times your money back."‍
  3. Anti-Guarantees - Anti-guarantees are positioned as no refunds or all sales final, which can enhance the perceived value if presented correctly. “We don't offer refunds because the proprietary information you’ll gain is too valuable. Once you have it, you can't unsee it.”
  4. Performance-Based Guarantees - Performance-based guarantees are my personal favorite. They align your compensation with the success of your clients. This could be a percentage of revenue growth, a share of profits, or payment based on specific performance metrics.
    1. Examples:
      1. Unit-Based Performance: "You pay X per sale or Y per lead."
      2. Percentage-Based Performance: "We take a 10% cut of the revenue we help you generate."

Crafting Effective Guarantees

Be Bold and Own Your Position

Whatever your guarantee, own it proudly. Position it prominently and stand by it.

Combine Guarantees

You can stack multiple guarantees for even greater impact.

For instance:

  • Unconditional Guarantee: “30-day money-back guarantee, no questions asked.”
  • Conditional Guarantee: “If you haven’t achieved X in 90 days, I’ll work with you for free until you do.”

Naming Your Guarantees

A compelling name can make your guarantee stand out.

Instead of a plain "30-day money-back guarantee," try something like:

  • Love it or leave it
  • Creative Imagery: "If you wouldn’t jump into shark-infested waters to get our product back, we’ll refund every dollar you paid."

Conclusion

Guarantees can transform your sales and conversion rates by eliminating the risk for your prospects.

By thoughtfully crafting and presenting guarantees, you can make your offers irresistible.

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