🔥 How to create irresistible guarantees

The most expensive thing I bought was also the smallest.

It was Friday night, and I walked into Ulta Beauty. I was looking to buy a $40 bottle of cologne but ended up spending much, much more.

And I realized the simple strategy these premium businesses use. This technique works exceptionally well, even if your business is new and seems less trustworthy.

You see, as I browsed the different colognes, I liked one in particular — FAME Intense.

But as I went to buy it, the salesperson informed me it cost $150. Way more than I wanted to pay.

But I still ended up buying it. Why?

The salesperson told me I should try it out and see if I liked it. Then, decide if I would want to keep it.

They offered a full refund if I returned it within three months. A powerful guarantee that got them another customer.

Risk is the root of all your problems.

If customers think buying is risky, they won’t buy. And you can’t blame them.

They have all these fears about the quality, maintenance, whether they’ll even like it, and so on.

Great salespeople acknowledge these objections and counter each one until the customer has zero reason not to buy.

And a great way to counter objections is with a compelling guarantee.

A guarantee so good that your customer has to buy. Because not buying is a dumb decision.

This is the “free trial” guarantee that the cologne store used.

It is very simple and very effective.

Offer a full refund if your customer doesn’t get the results that they want.

When offering this guarantee, you reduce the risk of buying and not liking it. After all, they can get a full refund with no questions asked.

You can also position this guarantee as a free trial that customers take before they decide to buy. It allows them to “be on the inside” and helps them make a fully informed decision whether to buy.

This is the no-questions-asked guarantee taken to a whole new level.

You offer your customer their money-back AND an additional bonus. You ensure their satisfaction. Or give them back even more.

With this guarantee, you want customers to think, “What if someone cheats their offer and the business loses money?” '

This extreme of a guarantee shows your confidence in your business. And customers think your business must be exceptional if you can make that guarantee.

This works well for premium services that are truly high-quality. But it’s risky. If your customers have a high chance of being dissatisfied, don’t use this.

This guarantee is where you guarantee their desired outcome.

Basically, if they haven’t gotten their desired outcome in the standard timeframe, you work for them for free until they get it.

Ex. Get 1,000 YouTube subscribers in one month or I will personally market, produce, and edit your videos for free until you get 1,000 subscribers.

With this guarantee you should add conditions on what the customers have to do to qualify for this guarantee.

Ex. You have to make 8 videos, attend all the strategy calls, and update me weekly on your progress. Then after one month, if you’re not at 1,000 subscribers, I will work for you to get there.

This kind of guarantee removes all objections because you ensure they get to their goal. And even better, most of the time they can do it without your help.

It is the psychological feeling of “risk-free” that causes them to buy, and the quality of your business that keeps them satisfied.

- Warren

PS: Quick tip. Name your guarantees.

You’ll get our 30-Day “Destroy Your Teddy Bear Guarantee.” If you don’t want to destroy your stuffed animal after 30 days of buying it, we will give you all your money back.

This is much more compelling than a “30-Day Money Back Guarantee.”