Whilst it doesn’t really matter WHAT your guarantee policy is, if you want to reassure your customer into buying your product, it does matter HOW you communicate your terms.
Here are 3 types of product guarantees and how to write them:
The full, money-back, no questions asked guarantee.
Your business might use this to:
- Encourage people to try a new product
- Encourage people to buy from a new company
- Remove all risk and lower resistance from the customer
Offering this kind of guarantee might make you nervous about a flood of returns, but remember just because people can return it, doesn’t mean they will.
How to write it
What you don’t want is to write in a way that it sounds like you’re offering it because the return of your product is inevitable. Instead, use it as a chance to show confidence in your service and your product and acknowledge that it might not be for everyone:
“I’m 99% certain you’re going to love this product, and that’s one reason why my current return rate is so low. I want to make sure that you’re 100% happy with me, the product and your purchasing experience which is why I always offer a full, no fuss money back guarantee if it turns out it’s not for you for whatever reason.”
The money-back guarantee with clauses or a deposit
This is a good guarantee to offer if your product is coaching, or involves you giving up your time or creating work that your customer might not want to take further
It makes good cash flow sense and means you can continue running your business without running it into the ground.
How to write it
Don’t apologise for taking a deposit or asking your customer to explain why the product isn’t for you, but do make sure your terms are clear and friendly.
“I always conduct a free 30 minute consultation to make sure my programme suits what you want to achieve. When you book a block of six sessions, payment is up front but if you decide after any session that you don’t want to continue, I’ll refund you the cost of the remaining sessions.”
The no guarantee…
The no guarantee is still a guarantee policy. It’s a gutsy one but it doesn’t mean that it doesn’t work. This style of guarantee is the ultimate tyre-kicker deterrent, but it might also put off more hesitant customers. It works best if you have an established brand, visible results, a passionate following and extensive content explaining what the product is.
How to write it
With this style of “guarantee” let them know that you are super confident that your product will rock their world, if they are committed to making it work.
“I want to let you know that this is a no-refund course and the reason I include this is because I work people pretty hard to get the results they need and I’ve found that the ones who are willing to jump in and be committed from day one, always do amazingly. If there’s any doubt that this might not be for you, then I can tell you, it’s not for you just yet. If so, I hope to see you on one of my future courses when it is the right time for you!”
What about you? What guarantees do you look for in a product and what kind do you offer on your own?
Have you ever been put off a product because of the guarantee – would different wording have convinced you? Let me know in the comment section below.
Maggie Winnall says
Amy, I am currently developing my policy for online trading,thanks for this timely post. It is great advice and offers reassurance to the seller as well as the buyer ! Also thank you for the freebies, much appreciated.
That’s fab to hear Maggie, hope it helps 🙂
Thanks so much for the kind wishes for my launch! You’ll be hearing more about it very soon! In the meantime, congratulations on being chosen one of the 50 Netsetters You Should Know About! I’m so glad I know about you! Best, s
I love full moneyback guarantees – although i don’t think I’ve ever used one for any kind of information product I’ve bought online.
How you communicate your terms to your audience has a lot more impact and effect than the actual guarantee policy.
Good luck with the launch, will be watching out for it! 😉
Ooh! This is very helpful! I’m about to launch a product and I’ll be modeling mine after your first example – those are the kind that encourage me to buy. Interestingly, I don’t care *that* much if there is a guarantee or not, but if anything is poorly worded (either the sales page or the guarantee), it makes me doubt the value of the product. Here’s to the value of a good copywriter!