There are a few elements that are a part of nearly all successful marketing.
One of these is your guarantee.
Most companies have SOME kind of guarantee for their products or services.
But optimizing a guarantee is a thoughtful exercise. There are a couple of general rules:
1. The more impersonal the marketing or sales process, the more important is the guarantee. That’s why you see companies using guarantees heavily online, to reassure potential customers. “Your satisfaction guaranteed or your money back.” “No questions asked” are a couple of the common formulations.
2. The potential liabilities of a long or unrestricted guarantee are minimal. We’ve had clients offer a three year guarantee in an industry where 90 days is more usual. How many people do you think send in for a replacement even 6 months later? It’s one in a thousand at most. Similar stats apply to the number of bozo returns on no-questions-asked guarantees.
We offer lifetime guarantees on some of our trade show display hardware AND art. Do you think that help closes sales, when our prices might be a bit higher than other companies? You better believe it!
So think about it.
Your guarantee can be a useful tool to reassure skittish prospects, and to differentiate you from your competitors.
Guarantees
