Most people think the purpose of a guarantee is to give someone their money back if something goes wrong.
That's certainly what it does.
But I don't think that's its most important job.
A guarantee isn't primarily a refund mechanism.
It's a confidence mechanism.
Think about when the guarantee does its most important work.
It's not six months later when somebody asks for their money back.
It's six seconds before they decide to buy.
They're sitting there thinking:
Will this work?
Is this the right decision?
What happens if I'm wrong?
And then the guarantee enters the conversation.
It says:
You don't have to take all of the risk here.
That's what Claude Hopkins understood more than a hundred years ago.
He said if you ask someone to take a chance on you, you'll have a fight.
But offer to take a chance on them, and the way is easy.
That's risk reversal.
And the stronger your confidence in your ability to produce the outcome, the more risk you should be able to remove from the buyer.
That's what we did with our Money-Making Websites.
I knew the methodology worked.
I knew who it worked for.
I knew what they needed to do.
So I could confidently take on more of the risk.
The guarantee wasn't there because I expected the websites to fail.
It was there because I expected them to succeed.
That's a completely different way to think about guarantees.
A weak guarantee says:
“If something goes wrong, we'll try to make it right.”
A strong guarantee says:
“I'm so confident in this outcome that I'm willing to put myself on the line with you.”
That's not a refund policy.
That's confidence transferred from the seller to the buyer.