An Email Players subscriber asks about guarantees:
“What is your opinion on guarantees? Also, instead of a guarantee, what can I do to provide that level of confidence besides testimonials? Thanks for all you do Ben! Feel free to use this information and your answer if you think it will help someone else.”
Don’t mind if I do…
Here’s my opinion on it:
Instead of diddling around with guarantees I focus instead on the relationship via daily emails, building trust, using valuable premiums, giving outstanding service, encouraging referrals, repelling cheap skates, using lots of proof, targeting players with money vs miserly & self sabotaging price shoppers, and remembering that probably every single man or woman in the history of direct marketing who has ever asked about a guarantee or complains you don’t offer a guarantee… was intending to refund before even buying. Even if just subconsciously – with rationalization hamster spinning like crazy to justify it without feeling like frauds.
I have noticed this is especially true at Christmas time.
(When it’s time to buy little Tommy his Playstation)
Anyway, I haven’t used guarantees in almost 16 years.
It’s never really been a problem and, in fact, it’s helped me dodge several bullets.
Does that mean everyone should do the same?
No.
There is context with everything and sometimes one definitely should use them. That is where experience, discernment, history, skill level, positioning, and agendas come in.
So that’s my opinion, do what you want with it.
If you want more of my more obnoxious takes on all-things business, marketing, copywriting, and, frankly, humanity… see the paid Email Players newsletter.
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Ben Settle
