The use of a guarantee as a way to reduce a potential buyer’s risk has long been employed by savvy marketing people.
In some circles, a guarantee has become a required aspect of the sales process.
But, what if you did more. What if you created a guarantee that did far more than simply warranty satisfaction or guarantee “risk-free” shopping.
What if you created a guarantee that was astonishing?
What’s an astonishing guarantee? It’s one that makes you nervous – and that’s the point.
If you could create and communicate a guarantee that nobody in your industry would even consider, you would automatically have two very powerful things going for you.
- A core marketing message that would differentiate you from your competition
- A forced focus on delivering excellence and winning loyal, repeat customers
An astonishing guarantee turns heads – “Try our service for 90 days and if we don’t perform exactly as promised we will double your money back.”
An astonishing guarantee generates buzz – “They promised what?”
An astonishing guarantee creates a mission – “Okay, troops, there’s only one job – happy clients – What needs fixing?”
What could you promise that no one else would dream of? That’s the start of an astonishing guarantee.
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Bill Anderson
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Donor Power Blog
