Why do you need guarantees in marketing?
Imagine this: Every time you buy something, a little kid appears and kicks you in the shin.
Sounds ridiculous, right? But that’s exactly what happens in your brain!
When you spend money, your brain lights up as if you got kicked. That’s why no one likes spending money. It literally hurts.
But what if you could remove that pain for your customers? You can!
All you need is a compelling guarantee. It could boost your sales by 21% to 300%.
Here’s how…Understand the Real Reason People Don’t Buy from You.
When people experience pain, a region of their brain called the insular lights up.
Researchers from Carnegie Mellon, Stanford, and MIT showed that insular activity can predict whether people buy.
In their study, participants saw a product, its price, and then decided whether to purchase.
When participants saw the price, their insular activated. Activation was much greater for products they didn’t buy versus ones they did.
So when people don’t buy from you, it’s not just because they’re evaluating your product. It’s because they feel the immediate pain of spending money!
As a business owner, make it your job to reduce that pain.
People don’t buy because spending hurts. Remove the risk, remove the pain, and boost your sales.
In this post we explore the different types of guarantees available to you in marketing, show you examples of its use, with best use cases, where to use guarantees strategically, and the best practices in using guarantees.
Come, explore.
How To Craft a Bulletproof Guarantee To Eliminate Risk
To remove the pain of spending, create a bulletproof guarantee.
A guarantee transfers the risk from the buyer to you, the seller.
It shows the buyer they won’t be out money if the product doesn’t deliver. That’s how you eliminate the pain and get more people ready to buy from you.
Offering a strong guarantee demonstrates confidence in your product, reduces perceived risk for the customer, and can provide a significant competitive advantage.
However, guarantees must be carefully designed and you must have the capability to honor them.
A well-crafted guarantee, used strategically as part of the marketing mix, can be a very effective tool to boost conversions and sales.
The 7 main types of guarantees below provide a framework to develop an appropriate guarantee for different products, services and customer segments.
- Satisfaction Guarantees
- Performance Guarantees
- Quality & Durability Guarantees
- Convenience & Experience Guarantees
- Trial & Demonstration Guarantees
- Price & Value Guarantees
- Support & Service Guarantees
Each of the 7 categories has 4 different types of guarantees. That makes it about 28 different types of guarantees.
And each type of guarantee has been explained with two examples [56 examples of use in this post] with the best use cases.
This will help you choose the right type of guarantee and example for your product.
Let’s look at each of these categories and types within it in detail along with the examples.
Satisfaction Guarantees
These guarantees promise customer satisfaction and offer recourse if the customer is not satisfied with the product or service. They build trust and reduce perceived risk for the customer.
Offer your customers strong satisfaction guarantees to build trust and reduce their perceived risk. Promise them the remedy if they are not satisfied with your product or service.
Types of Satisfaction Guarantees
- Money-Back Guarantee
- 100% Satisfaction Guarantee
- “No Questions Asked” Guarantee
- Anytime Money-Back Guarantee
The key is choosing the satisfaction guarantee that aligns with your product, target customer expectations, and brand values. A well-crafted guarantee tailored to your business can be a compelling sales tool to boost conversions and long-term loyalty.
Each type of Satisfaction Guarantee, with examples and best use cases, is explained below.
Money-Back Guarantee
A money-back guarantee promises a full refund if the customer is not satisfied with the product or service within a specified time period. It shows confidence in your offering and reduces risk for the buyer.
Examples
“If you’re not completely satisfied with our software within 60 days of purchase, simply request a refund for a full money-back guarantee.”
“Try our product risk-free for 30 days. If you don’t love it, return it for a 100% refund – no questions asked.”
Best used for
Physical products, digital goods, and services where the customer can evaluate their satisfaction in a relatively short time frame. The time limit should allow sufficient usage to assess value.
100% Satisfaction Guarantee
This guarantee promises complete satisfaction with the purchase. If the customer is not fully satisfied for any reason, the company will make it right through a replacement, refund or other agreed remedy.
Examples
“We guarantee you’ll be 100% satisfied with your purchase. If for any reason you’re not thrilled, let us know and we’ll make it right – replace the item, refund your money, or find another solution you’re happy with.”
“Your satisfaction is 100% guaranteed. If our product ever fails to meet your expectations, return it for a full refund or replacement – whichever you prefer.”
Best used for
Products or services where customer satisfaction is the top priority and the company is willing to go the extra mile to ensure a positive experience. Demonstrates a commitment to quality and customer-centricity.
“No Questions Asked” Guarantee
This guarantee offers a hassle-free experience for returns. The company will provide a refund without requiring any justification or explanation from the customer.
Examples
“If our product doesn’t meet your expectations, return it anytime for a full refund. No questions asked, no hard feelings. Your satisfaction is our #1 priority.”
“Shop with confidence. If you’re not satisfied for any reason, send it back for a prompt refund – no explanation needed. That’s our no-questions-asked guarantee.”
Best used for
Businesses that want to demonstrate an unconditional commitment to customer satisfaction and reduce barriers to purchase. Ideal for products where customers may be hesitant due to potential lack of fit.
Anytime Money-Back Guarantee
An anytime money-back guarantee has no time limit. Customers can request a refund at any point if they are dissatisfied with their purchase. This shows ultimate confidence in the product.
Examples
“We’re so confident you’ll love our product, we offer a money-back guarantee – no time limit. If it ever fails to satisfy, return it for a full refund.”
“Buy with certainty. Our anytime money-back guarantee means you can shop risk-free. Not satisfied? Return it 10 days or 10 years later for a complete refund.”
Best used for
Products designed to last where the company has full confidence in enduring quality. Most effective for simple, durable goods rather than technology or items with a limited lifespan. Powerful for overcoming purchase hesitation.
Performance Guarantees
Performance guarantees assure the customer of a specific result, outcome or level of performance from using the product or service. They are powerful for overcoming skepticism.
Types of Performance Guarantees
- Double Your Money Back Guarantee
- Minimum Result Guarantee
- Profit Guarantee
- “Better Than the Competition” Guarantee
The important thing with performance guarantees is to be highly specific about the results customers can expect and put the risk fully on the company to deliver.
Bold, clearly-defined performance promises are extremely effective at overcoming skepticism and driving purchases.
Just be sure to set performance benchmarks you are very confident you can achieve to avoid excessive guarantee payouts.
Let’s understand each of these with examples and best use cases.
Double Your Money Back Guarantee
A double your money back guarantee promises to refund twice the purchase price if the customer is not satisfied with the results. It demonstrates an extremely high level of confidence in the product’s effectiveness.
Examples
“If our SEO software doesn’t double your website traffic within 90 days, we’ll refund double your money – no questions asked!”
“Try our online course risk-free. If you don’t make back at least twice your investment within 6 months, we’ll give you double your money back.”
Best used for
Products or services with a high level of confidence in their performance, such as online courses or coaching programs. The bold promise can overcome skepticism and drive purchases, but be prepared to honor it.
Minimum Result Guarantee
A minimum result guarantee promises the customer will achieve at least a specified minimum outcome from using the product or service. It assures a baseline level of performance.
Examples
“If you don’t lose at least 10 pounds in your first 30 days on our program, you’ll get a full refund.”
“Our resume writing service guarantees you’ll get at least 2 interviews within 60 days, or we’ll rewrite your resume for free.”
Best used for
Products or services where results may vary by user, but the company is confident it can deliver at least a minimum level of success. Provides reassurance and a clear performance benchmark.
Profit Guarantee
With a profit guarantee, the business promises the customer will earn a certain amount of money from using their product or system. This is common with financial training programs.
Examples
“If you don’t make at least $5,000 in your first 90 days of trading with our system, we’ll refund your full purchase price.”
“Join our real estate investing program today. If you don’t close at least one profitable deal in your first year, we’ll refund 100% of your tuition.”
Best used for
High-priced training programs, especially related to investing, trading or business. The specific profit promise is a powerful motivator for prospective customers.
“Better Than the Competition” Guarantee
This guarantee boldly claims the company’s product or service will outperform competitors’ offerings. It targets customers comparing options and reduces risk of choosing the wrong solution.
Examples
“If you find another SEO tool that delivers better results than ours, we’ll not only refund your money, but buy you an annual subscription to the competing product.”
“We guarantee our tax preparation services will get you a bigger refund than any other tax preparer. If we don’t, your filing is free.”
Best used for
Products or services in competitive markets where customers are actively comparing options. The guarantee removes the risk of choosing the “wrong” provider. The company must be able to consistently outperform competitors.
Quality & Durability Guarantees
These guarantees promise high quality, reliability and durability of the product. They showcase the company’s confidence in their offering.
Types of Quality & Durability Guarantees
- Lifetime Warranty
- Quality Guarantee
- Authenticity Guarantee
- “We’ll Fix It” Guarantee
Ensure that your quality and durability guarantees makes a meaningful promise that showcases your company’s confidence in its products.
By removing customer concerns about product quality or failure, these guarantees justify premium pricing and create competitive advantage.
Just be sure to set clear terms and be prepared to deliver on the guarantee if needed.
Now, let me explain each type of Quality & Durability Guarantee, with examples and best use cases.
Lifetime Warranty
A lifetime warranty is a powerful guarantee that promises the product will function as intended for the lifetime of the original owner or the product itself. It shows the company’s strong confidence in the quality and durability of their offering.
Examples
Mastertent offers a Ltd. Lifetime Warranty on their canopy tents: “Our high‐quality aluminum and finishes guarantee that undamaged components will never rust!”
Anglepoise provides a lifetime warranty on their lamps: “Register your lamp for repairs and support, and contribute to responsible recycling.”
Best used for
Products designed and built to last a very long time, such as high-end furniture, tools, luggage, or heirloom-quality items. The company must be prepared to service or replace products many years after purchase.
Quality Guarantee
A quality guarantee promises that the product is made with superior materials, craftsmanship, ingredients or components. It assures the customer they are getting a high-quality, well-made item.
Examples
Duroply offers a quality guarantee on their wood products: “Rest assured, we stand behind our guarantee and will take appropriate measures to address any issues related to manufacturing defects.”
A clothing brand could offer: “We use only the finest materials and construction techniques. If you’re ever unsatisfied with the quality, let us know and we’ll make it right.”
Best used for
Products where the quality of materials, ingredients and workmanship are key selling points and differentiate the item from competitors. Enables premium pricing and builds trust.
Authenticity Guarantee
For products where counterfeits are common, an authenticity guarantee assures customers they are getting a genuine, authorized item. It promises the product is not fake or counterfeit.
Examples
- A luxury watch retailer could offer: “Every watch we sell is guaranteed 100% authentic and sourced directly from authorized dealers. If you ever discover otherwise, we’ll give you a full refund.”
- A collectibles merchant could state: “We guarantee the authenticity of every autographed item we sell. Each comes with a certificate of authenticity from a third-party authenticator.”
Best used for
Luxury goods, collectibles, popular electronics, or any category rife with counterfeits. Builds trust, justifies premium pricing, and protects brand reputation.
“We’ll Fix It” Guarantee
This guarantee promises that if anything goes wrong with the product due to manufacturing defects or premature failure, the company will repair, replace or correct it at their cost. It assures the customer will get a properly functioning product.
Examples
CASETiFY offers a 6-12 month warranty on phone cases: “If you discover a fault with your item(s), simply contact us with a description summarizing the issue and a photo/video clearly showing the defect, and a one-time replacement of the same product can be arranged fully at our cost.”[5]
An appliance brand could offer: “Our products are built to last. But if any manufacturing defect occurs during normal use, we’ll repair it free of charge for up to 5 years from purchase. If we can’t fix it, we’ll replace it.”
Best used for
Products with electrical, mechanical or moving parts that could potentially fail or wear out prematurely. Reduces customer worry about product complexity or maintenance costs.
Convenience & Experience Guarantees
Convenience and experience guarantees promise an easy, hassle-free experience for the customer and smooth resolution of any issues. They assure great customer service.
Types of Convenience & Experience Guarantees
- Free Shipping & Returns
- “We’ll Make It Right” Guarantee
- On-Time Guarantee
- 24-Hour Response Guarantee
I have explained below each type of Convenience & Experience Guarantee, with examples and best use cases.
Free Shipping & Returns
Offering free shipping and free returns reduces the risk for customers of having to pay extra costs if the product doesn’t work out for them. It makes the purchase decision easier and more convenient.
Examples
“Enjoy free shipping and free returns on all orders. If you’re not 100% satisfied, return your order for a full refund – we’ll even pay for return shipping!”
“We offer free shipping on all orders over $50. If you need to return an item, simply mail it back using the prepaid shipping label for a full refund, no questions asked.”
Best used for
Physical products sold online, especially apparel, shoes and accessories where fit and style preferences vary. Enables customers to “try before they buy” with no risk.
“We’ll Make It Right” Guarantee
This guarantee promises to resolve any issues customers encounter to their complete satisfaction. It shows a strong commitment to customer service and creates confidence in the purchase.
Examples
“If you’re not completely satisfied with your purchase for any reason, contact us and we’ll make it right – whether that means a replacement, repair, or refund.”
“We want you to be thrilled with your order. If anything isn’t right, let us know and we’ll go above and beyond to find a solution that works for you.”
Best used for
Products or services where ongoing customer support is important, such as software, appliances, or subscription services. Demonstrates the company will stand behind their offering.
On-Time Guarantee
For products or services where punctuality is crucial, an on-time guarantee promises delivery or service by a specific time, or the customer gets compensated. It reduces risk around delays.
Examples
“Guaranteed 30-minute delivery or your pizza is free! If we’re even one minute late, your entire order is on us.”
“All appointments are backed by our on-time guarantee. If your technician doesn’t arrive within the scheduled window, your service call is free.”
Best used for
Food delivery, scheduled services like installations or repairs, or products needed for a specific date like flowers or gifts. Assures customers they can count on your timeliness.
24-Hour Response Guarantee
In industries where customers expect fast replies to questions or issues, a 24-hour response guarantee sets a standard for prompt service. It shows respect for the customer’s time.
Examples
“Our 24-hour response guarantee means you’ll always get an answer within one business day. Reach out by phone, email or chat and we’ll be there for you.”
“Questions about your order? Concerns about a product? Send us an email any time, day or night. Thanks to our 24-hour response guarantee, you’ll have a helpful reply within 24 hours or less.”
Best used for
Any product or service that requires reliable, timely customer support, such as SaaS, technical products, or high-value purchases. Builds trust that help is always readily available.
Make your convenience and experience guarantees to proactively address common customer service pain points in your industry.
By removing friction from the purchase experience and offering swift resolution to any issues, you make it easy for customers to choose your brand with confidence.
Trial & Demonstration Guarantees
Trial guarantees allow the customer to test the product or service before fully committing to the purchase. They enable the customer to verify claims and ensure fit.
Types of Trial & Demonstration Guarantees
- Free Trial / Sample
- “Try Before You Buy” Guarantee
- The Risk-Free Trial
- “Show Me You Did the Work” Guarantee
The key with trial and demonstration guarantees is to give customers a low-risk way to experience your product’s value firsthand. By allowing them to verify claims and ensure fit, you remove barriers to purchase and increase conversions.
Just be sure to design your trial to provide a great user experience that showcases your product’s unique value.
Let’s now take a look at each type of Trial & Demonstration Guarantee, with examples and best use cases.
Free Trial / Sample
Offering a free trial or sample of your product reduces risk by letting customers try before they buy. Variations include a time-limited free trial for subscription products or a free sample of a physical product.
Examples
“Try our software free for 30 days. No credit card required. Cancel anytime.”
A cosmetics company offers free samples of a new moisturizer with every order over $50.
Best used for
Software-as-a-service, subscription boxes, food/beverage products, beauty products. Allows customers to experience the product with no risk.
“Try Before You Buy” Guarantee
This guarantee allows customers to experience the product for a limited time before committing to a purchase. It’s a powerful way to build trust and overcome hesitation.
Examples
“Try our mattress risk-free for 100 nights. If you don’t love it, we’ll pick it up and give you a full refund.”
An online clothing retailer lets customers order items, try them on at home, and only pay for what they keep.
Best used for
High-consideration purchases like mattresses, furniture, or clothing where fit and comfort are key. Reduces barriers to purchase.
The Risk-Free Trial
A risk-free trial allows customers to try the full product for a limited time, with the option to cancel before getting billed. It’s a strong trust signal.
Examples
“Sign up now and get your first 30 days free. Cancel anytime during the trial and you won’t be charged.”
A meal kit delivery service offers the first week free, with the ability to skip or cancel future deliveries.
Best used for
Subscription products or services where the value is best experienced over time. The trial overcomes initial signup hesitation.
“Show Me You Did the Work” Guarantee
This guarantee requires customers to demonstrate they used the product as intended to be eligible for a refund. It weeds out those who buy with the intent to immediately ask for a refund.
Example
“If you complete the course worksheets, implement the strategies, and don’t see results in 60 days, submit your work for a full refund.”
Best used for
Information products like online courses where customers must apply the material to see results. Protects against serial refunders while still offering a genuine guarantee.
Price & Value Guarantees
Price related guarantees promise the customer the lowest price, price matching, or great value for money. They address concerns about overpaying.
Types of Price & Value Guarantees
- Lowest Price Guarantee
- Price Drop Guarantee
- “Better Than Money Back” Guarantee
- Payment Plan
Strategically highlight price and value guarantees to give customers confidence they are getting the best deal possible.
By proactively addressing concerns about overpaying or buyer’s remorse, you remove barriers to purchase.
Just be sure to set terms you can honor and factor any potential payouts into your pricing.
There are many ways to use Price & Value Guarantees. Let’s look at a few with examples and best use cases.
Lowest Price Guarantee
A lowest price guarantee promises to match or beat a competitor’s lower price on the same product or service. It removes the risk of the customer overpaying.
Examples
“Find a lower price within 30 days of your purchase? We’ll match it and refund you the difference!”
An online retailer states: “If you find an identical product at a lower price on another website, we’ll match that price plus give you an additional 10% off.”
Best used for
Commodity products or services where price is a key differentiator and you are confident in your pricing. Be careful it doesn’t erode your margins.
Price Drop Guarantee
This guarantee offers a refund of the price difference if the price drops within a certain time period after purchase. It addresses buyer’s remorse over missing out on a better deal.
Examples
“If the price of your flight drops after booking, we’ll refund you the difference. Automatically.”[1][12]
A retailer promises: “If an item you bought goes on sale within 2 weeks of your purchase, we’ll refund you the difference.”[12][16]
Best used for
Products with dynamic pricing or frequent discounts, like airfare, hotels, or seasonal goods. Assures customers they won’t lose out by buying now.
“Better Than Money Back” Guarantee
Instead of just offering a refund, this guarantee provides additional value if the customer is unsatisfied. It shows strong confidence in the product.
Examples:
“If you’re not 100% satisfied with our product, we’ll not only refund your full purchase price, but also send you a $50 gift card for your trouble.”
A service provider offers: “If you’re not thrilled with the results of our service, we’ll redo the work for free AND refund your money.”
Best used for
High-priced items where you have high margins and want to remove any hesitation to purchase. Be careful it doesn’t encourage abuse.
Payment Plan
Offering a payment plan or installment option makes a high-priced item more affordable by spreading out the cost. It reduces the financial risk and pain of a large upfront payment.
Examples:
“Make easy monthly payments with 0% financing for 12 months on purchases over $999.”
An online course offers: “Enroll now for only 3 payments of $199. No extra fees and no interest.”
Best used for
Big-ticket items or high-priced services where the total cost may be a barrier to purchase. Lowers the financial risk for the customer.[1][18]
Support & Service Guarantees
Support and service guarantees promise great after-sales support, customer service, maintenance, installation, updates etc. They provide peace of mind to the customer.
Types of Support & Service Guarantees
- “Premium Support” Guarantee
- Free Updates Guarantee
- Installation or Setup Guarantee
- Maintenance guarantee
Ensure that you choose support and service guarantees that directly address your customers’ main concerns and pain points.
By offering the support and assurances they value most, you demonstrate attentiveness to their needs and make your offering more attractive than competitors.
Support and Service Guarantees vary widely. Let’s discuss each type, providing examples and best use cases for each.
“Premium Support” Guarantee
A premium support guarantee promises customers will receive top-notch, priority assistance whenever they need help with the product or service. It assures them that expert help is readily available.
Examples
“Our premium support package guarantees you’ll always reach a live person within 2 minutes, 24/7. No long hold times, no frustrating phone trees. Just fast, friendly help.”
“With our VIP support plan, you’ll get a dedicated account manager who knows your business inside and out. They’ll be your single point of contact for all your needs.”
Best used for
Complex, mission-critical products or services where customers need reliable access to expert support. Ideal for B2B offerings or high-ticket consumer purchases.
Free Updates Guarantee
For products that evolve over time, a free updates guarantee promises customers will always have access to the latest versions and improvements at no extra cost. It assures them their purchase won’t become outdated.
Examples
“When you buy our software, you’ll get free access to all future versions and updates. Forever. Your purchase will never become obsolete.”
“Our devices automatically update to the latest operating system as soon as it’s available. No need to buy a new device, your current one will always have the latest features.”
Best used for
Software, apps, or smart devices that regularly release new versions and features. Helps overcome hesitation over investing in a product that may be quickly superseded.
Installation or Setup Guarantee
For complex products that require professional installation or setup, this guarantee promises that the process will be completed properly and to the customer’s satisfaction.
Examples
“When you purchase our home theater system, our certified technicians will deliver, install, and calibrate everything for you. If you’re not thrilled with how it looks and sounds, we’ll make it right.”
“Our white-glove delivery and setup service ensures your new furniture will be perfectly assembled and arranged. If anything isn’t right, we’ll fix it immediately.”
Best used for
Technical products like electronics, appliances, or specialized equipment where proper installation is crucial to the customer’s enjoyment and the product’s performance.
Maintenance Guarantee
A maintenance guarantee promises that the company will keep the product in good working order through regular tune-ups, cleanings, or preventative services. It assures the customer can enjoy uninterrupted use.
Examples
“With every vehicle purchase, you’ll receive free oil changes, tire rotations, and multi-point inspections for the first 2 years. We’ll keep your car running like new.”
“Our annual maintenance plan covers all regular tune-ups and cleanings for your HVAC system. If a problem ever arises between scheduled visits, we’ll come out and fix it for free.”
Best used for
Products that require ongoing maintenance to function properly and reliably, such as vehicles, HVAC systems, or large appliances. Provides peace of mind and can be a differentiator.
Where To Use These Guarantees
The important thing to do is to make your guarantee highly visible across all major marketing touch points.
Whenever a potential customer is evaluating your product or close to making a purchase, your guarantee should be there to put their mind at ease and make them feel more comfortable buying from you.
There are some strategic places to use guarantees in your marketing to boost conversions and sales.
- Include your guarantee prominently on key landing pages, especially those tied to paid ad campaigns. This can reduce anxiety for visitors and increase conversion rates.
- Mention the guarantee near calls-to-action to reduce friction at the point of purchase or signup.
- Explain the details of the guarantee clearly to build trust and credibility.
- Product Pages
- Feature your guarantee on individual product pages to overcome objections and hesitation from potential buyers.
- Position the guarantee near the “Add to Cart” button to provide reassurance when customers are making a purchase decision.
- Checkout Process
- Reinforce your guarantee during the checkout flow to minimize cart abandonment. Customers may get cold feet right before purchasing.
- Mention the guarantee below the “Place Order” or “Complete Purchase” button as a final reminder.
- Email Marketing
- Include your guarantee in promotional emails when making offers. This can motivate more recipients to click through and consider purchasing.
- Highlight the guarantee in abandoned cart emails to bring hesitant shoppers back.
- Paid Ad Copy
- Mention your guarantee in paid search, social media, and display ads to stand out from competitors.
- Use the guarantee to justify a higher price point compared to other advertisers.
- Social Media Posts
- Periodically post about your guarantee on social media to build brand trust.
- Share customer testimonials related to your guarantee to provide social proof.
- In-Store Signage
- If you have a physical store, put up signs promoting your guarantee to instill confidence in shoppers.
- Train sales associates to bring up the guarantee when speaking to undecided customers.
Best Practices for Communicating Guarantees
Here are some best practices for effectively communicating guarantees to customers:
- Make your guarantee clear and visible
- Prominently display your guarantee on your website, product pages, marketing materials, and during the checkout process. It should be one of the first things potential customers see.
- Use clear and concise language, avoiding jargon or legalese. The terms should be easily understandable by anyone.
- Highlight the benefits of your guarantee
- Clearly communicate how customers stand to gain from the guarantee, such as risk reduction and peace of mind.
- Incorporate parts of your brand message and the product’s benefits directly into the guarantee. For example, “If our skin cream doesn’t give you visibly smoother skin in 30 days, return it for a full refund!”
- Use the guarantee as a key selling point
- Mention the guarantee in paid search ads, social media ads, and display ads to stand out from competitors.
- Equip your sales team with the guarantee and have them bring it up proactively in sales conversations.
- Provide easy access to the full terms
- While the main guarantee should be simple and concise, make the full terms and conditions readily available for customers who want more details.
- Include a link or pop-up with the complete terms next to the main guarantee text.
- Reinforce the guarantee throughout the customer journey
- Mention the guarantee in promotional emails when making offers.
- Highlight it on product packaging and in new customer onboarding materials.
- Bring it up again in win-back campaigns to re-engage inactive customers.
- Back it up with great service
- Make it easy for customers to invoke the guarantee if needed, without jumping through hoops.
- Train your customer service team on how to handle guarantee claims promptly and professionally.
- Use a strong guarantee to drive internal improvements in product quality and service levels.
Be sure to leverage your guarantee throughout your marketing, making it highly visible at key decision points for customers.
A compelling guarantee should be a core part of your value proposition and brand promise.
Next Steps
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