{"id":8655,"date":"2015-09-25T11:59:56","date_gmt":"2015-09-25T16:59:56","guid":{"rendered":"https:\/\/www.rocksdigital.com\/?p=8655"},"modified":"2025-07-29T12:58:23","modified_gmt":"2025-07-29T17:58:23","slug":"how-to-write-a-great-guarantee","status":"publish","type":"post","link":"https:\/\/www.rocksdigital.com\/how-to-write-a-great-guarantee\/","title":{"rendered":"Gaining Your Customers\u2019 Trust: How To Write A Great Guarantee"},"content":{"rendered":"
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Image Credit \u2013 Priceless-Photos\/Shutterstock.com<\/figcaption><\/figure>\n

\u201cThe guarantee is perception\u2019s best friend,\u201d<\/em> said Freeman Gosden, Jr. In Direct Marketing Success<\/a>, he wrote, \u201cGuaranteeing your product or service guarantees the perception that eliminates fear of wrong size, color, or the possibility that the product won\u2019t work. That is why unconditional guarantees tend to increase response rates even further. The unconditional guarantee takes the remaining doubt out of the prospect\u2019s mind.\u201d<\/em><\/p>\n

\u201c100% satisfaction guaranteed.\u201d \u201cUnconditional guarantee.\u201d \u201cMoney-back guarantee.\u201d \u201cLifetime guarantee.\u201d \u201c30-day free trial.\u201d<\/em><\/p>\n

No matter how it\u2019s written, the guarantee is an essential element for eliminating the risk factor among consumers. Whether they\u2019re buying from your catalog that they received in the mail or from your Web site, they want to know that yours is a trustworthy company. And, that buying from you is a safe venture.<\/p>\n

For those of you in the mail-order business, you know consumers want to receive a quality product that delivers the benefits mentioned in your advertising. And, if it doesn\u2019t meet their expectations (for any reason), they want to feel confident that they can return it for a refund, exchange or replacement \u2013 whatever it takes to keep them happy (and coming back for more).<\/p>\n

Even if you\u2019re in retail sales, you understand that the same holds true. Although customers can see, feel and touch your product, when they get it home it may not look as good as they thought it would. The shoes may not match the dress she already owns. . .the lighting fixture may not complement the furnishings. . . and on, and on.<\/p>\n

Four Keys to Writing a Great Guarantee<\/h2>\n

How do you ensure that your guarantee is \u2018one of the best?\u2019 How do you establish an outstanding position? When writing your guarantee, consider these four keys to a great guarantee. It should be:<\/p>\n

    \n
  1. Easy to understand and communicate.<\/li>\n
  2. Meaningful.<\/li>\n
  3. Easy and painless to invoke.<\/li>\n
  4. Easy and quick to collect on.<\/li>\n<\/ol>\n

    In addition to these keys, keep in mind what small business owner and author Christopher Hart advised, \u201cPart of the process of designing a great guarantee should be designing and communicating payout procedures that indicate the company is serious. A customer who has to work hard to collect on a guarantee, or who is made to feel guilty, will not leave the experience feeling more loyal. When that happens, the business has lost twice: the short-term loss of money and quite possibly the long-term loss of a customer.\u201d<\/em><\/p>\n

    Satisfaction Guaranteed AND Complimentary Shipping<\/h3>\n

    For example, Zappos.com not only offers guaranteed satisfaction, they also provide for free shipping when you return an item.<\/p>\n

    Here\u2019s how it reads on their Zappos Shipping and Returns Policy<\/a>: \u201cIf you are not 100% satisfied with your purchase, you can return your order to the warehouse for a full refund. We believe that in order to have the best possible online shopping experience, our customers should not have to pay for domestic return shipping. So if for whatever reason you\u2019re not happy with your purchase, just go through our easy self-service return process to print out a free return label \u2013 your domestic shipping costs are prepaid.\u201d<\/em><\/p>\n

    What Do Customers Want?<\/span><\/p>\n

    Customers want to know that doing business with you is simple and straightforward. Service them better \u2013 before, during and after a sale \u2013 by keeping in mind that they want.<\/p>\n