How to Create a Winning Guarantee
First, let’s define marketing. For our purposes, marketing is defined as everything you do to get and keep customers. It includes advertising, sales, product fulfillment, billing and customer service.Guaranteed Marketing is defined as this: When you make it risk-free to buy from you and tell the world about it, more people will buy.
If you forget everything else in this report but the last sentence, that’s OK. You will have grasped the powerful essence of Guaranteed Marketing.
How to Create Your Guarantee
When it comes to creating a guarantee, you may have a hard time getting started. This shouldn’t be the case. After all, who knows more about your product or service than you?
The trick is to separate what you’re selling from what your customers are buying. They’re probably two different things. Until you know what people are buying from you, your guarantee (and your marketing) will not be effective.
Know your customers
Know what your customers are really buying. There’s an old advertising adage that nobody goes into a hardware store to buy a drill bit. They go to buy the hole that the drill bit makes. Your customers are no different. Your job is to figure out what your customers are really buying and then guarantee that they will get it from you.
Marketing experts have known this for decades. In 1925, advertising legend Bruce Barton told the American Petroleum Institute that they were selling gasoline as a bad smelling liquid. Instead, he told them they were selling “the juice of the fountain of eternal youth.”
He explained that fuel enables people to experience travel, romance and even health. He got to the heart of what customers really buy when they pay for your product or service.
If you’re a restaurant owner, for example, you probably thought you were selling food. Wrong. You’re selling the laughter and good times that come when friends and family gather to share a meal. (Recent television commercials for the Olive Garden Restaurant have picked up on this. They don’t show menu items or talk about low prices. They show people smiling and sharing stories. The tagline is: “When you’re here, you’re family.”)
Articulate your guarantee
Now, what does all of this have to do with guarantees? Once you understand what customers buy when they do business with you, you can articulate this result in your guarantee. To illustrate, I’ll tell you how I created the money- back guarantee for my business, Guaranteed Resumes.
When people look through the Yellow Pages or the Web for a resume service, they’re not doing so because they want to buy a resume. Nobody wants to buy a résumé, just as nobody wants to buy a coffin, or a filling for their teeth. But everybody wants a better job. And everybody wants results. So I created my guarantee accordingly.
A unconditional money-back guarantee was unheard of in the resume writing industry (and still is, five years later). I looked at my strengths and found that my experience reading résumés and hiring people in previous jobs I’d held, coupled with more than a decade of writing and editing for publication, gave me a unique edge over other resume writers.
My resumes spoke directly to employers who read resumes and hire people, because I used to do the same thing. As I surveyed my existing clients, I found most of them had had excellent results using my resumes. So I decided to take it one step further.
While I had stressed my 10 years of writing and hiring expertise in earlier sales scripts on the phone and in my early Web pages, I now took a calculated risk and guaranteed results. And I made the guarantee good for one year. Knowing that most of my clients would have questions or concerns within the first 30-60 days, I thought, “Why not extend the guarantee for a full year, just to head off any competitors who might come out with their own guarantee?”
The results were astonishing. I got a steady stream of clients within a few days of making the money-back guarantee a part of all my marketing.
On my Web site and in my Yellow Pages ad, the guarantee reads as follows: “Your resume will get results. Or it’s free.” On my Web site, there’s this additional language:
“Order a Guaranteed Resume. Send it to employers. Use it for up to one year. If you don’t get more interviews, if you don’t get more job offers, if you’re not satisfied with your results — for any reason — I’ll rewrite your resume or refund your purchase price. You decide.
“This guarantee is good not for 30 days or 90 days, but for a full year. 365 days.
“In any case, all copies of your resume and cover letter are my free gift to you, just for trying my service. This better-than-risk-free guarantee means you literally have NOTHING to lose . . . and a new job to gain!”
The guarantee succeeds because it promises results. For most people, that means that they’ll find a job or at least get more interviews. But ultimately, I leave the choice up to them, because everyone has a different picture in mind of an ideal outcome.
The guarantee makes people curious and thus, more likely to call for more information (which is the goal of my advertising). When prospects call and ask about my guarantee, I ask them: “What do you want from your resume? What’s the ideal outcome?” Whatever their reply, I tell them: “Well, that’s what I guarantee will happen if you let me write your resume.” Powerful? YES.
My competitors are extremely short-sighted and offer only the vaguest and weakest of guarantees, if any.
And even if the competition all decide to match my guarantee tomorrow, it’s too late. The word “guarantee” is permanently identified with my business because it’s built into the name — Guaranteed Resumes. The name doubles as a billboard. It’s incredibly powerful.
This name also was incredibly easy to come up with. I just looked at the resume -writing industry before starting my company and saw a huge niche for a business that guaranteed results. Much the same way as Federal Express filled a giant void by guaranteeing overnight delivery, or your money back. The postal service and competitors like UPS thought FedEx was insane for doing this. Now, they’re trying mightily to catch up, but FedEx has always kept the lead it took the day they began guaranteeing results.
Think about your small business. How outrageous a guarantee can you think of? What would set your industry on its ear? What would keep your competitors up all night throwing darts at your picture? That’s the kind of guarantee I want you to create!
Kevin Donlin has been selling online since 1995. To download your FREE copy of the Guaranteed Marketing e-book, visit http://www.guaranteedmarketing.com
Author: Kevin Donlin
Copyright Kevin Donlin