Can You Prove it?

By: Dan Kennedy on: January 4th, 2011 8 Comments

Now let’s talk about guarantees and how important they are to your business.

My position on guarantees is as follows:

  1. if you cannot unconditionally guarantee what you sell, you ought to look for something better to sell.
  2. If the people you sell to are too abusive and unethical to offer guarantees to, you ought to find others to sell to.
  3. As long as you are going to offer guarantees, you ought to offer big, bold, exciting, dramatic ones. Oh, and strategy: multiple guarantees usually out-perform single guarantees.

Gold/VIP Member Ron Caruthers sent me this news: even comedian Pauly Shore has offered a guarantee for his quasi-reality show ‘Minding The Store’ on TBS-cable. If you watched the premiere and didn’t find it funny, you could send a letter explaining why and get $1.00. The offer had a specific end date or when they hit 250,000 requests whichever came first. I saw the show, and I’d bet on the 250,000. Still, this was a very clever idea but then poorly promoted.

Which is the next point: if you are going to offer really different, dramatic guarantees, try not to keep it a secret. I see an awful lot of ads, sales letters, etc. where the guarantee is buried.

Still, the best USP ever is “fresh, hot pizza in 30 minutes or less – guaranteed”. If you’re struggling with the USP question, guarantees might be the answer.

There are, occasionally, situations where you may opt not to offer any guarantees, and then to use that position to sell aggressively with, but these are rare, and require rare courage.

There are a few successful marketers who disagree with me about this entirely, never offer guarantees, even stubbornly refuse refunds to unhappy customers. While I have a philosophical and emotional appreciation for their independence, I still think it’s bad business.

Of the seven I can name, five have gone to jail or been bankrupted and destroyed by regulatory attack, two have prospered without adversity. But I’d still refer both of them to items (a) and (b) above.


Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to

8 Responses

  1. Ray Higdon says:

    I am glad you wrote this, I know some internet marketers that have recently stopped offering a money back guarantee, maybe they should read this

  2. That’s another reason why I always admire the GKIC guarantee- because it makes it a no-brainer….!

    Satisfied or Money Back PLUS Travel Expenses

    Also, if at any time during the first day of The SuperConference, you honestly believe you’ve made a mistake and you don’t belong here or you are otherwise disappointed, you need only say so to receive a full 100% fee refund PLUS UP TO $500.00 toward your documented travel and lodging expenses.
    Plus, 100% Refund on Cancellations 30+ Days Before
    SuperConference 2011

  3. scott says:

    Yes Rabbi. Great guarantee

  4. scott says:

    Stop slicing. Five swings. Guaranteed!

  5. Love your no brainer approach as always xxx

  6. Rob Anspach says:

    …in my cleaning biz I offered a 200% clean guarantee!
    If you aren’t happy with the cleaning for whatever reason I’ll return at no charge and reclean any area if concern and if you are still not happy I’ll return your money then pay another cleaner to clean for you. Plus,I’ll donate $50 to the charity of your choice.

    In the last 12 years only had to refund 1 client out of thousands.

    Offering guarantees sets you apart from you competition on so many levels plus it puts the client at ease.

    The key is learning how to screen your clientele so as not to be taken advantage of by your own guarantee.

  7. Jeremy Reeves says:

    I looveee guarantee’s – they’re one of my favorite ways to stand out from the crowd and be different from competitors.

    I actually offer a triple-guarantee for copywriting clients. Funny thing is… I set it up so that the besides offering to rewrite the copy if necessary, the other 2 parts of the guarantee are other services I do which I give for free. That way I give then a TON of value, and get another chance to upsell them on other services as well after making them 100% happy :)

    Jeremy Reeves

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