JASON DROHNTHE GUARANTEE
A guarantee is definitely necessary in your sales copy. New vendors or product
owners are hesitant to offer a guarantee on their material because they are afraid
that people will ask for their money back, especially with digital products. The
fact is, people will ask you for refunds whether you offer a guarantee or not.
With a guarantee on your product, you’ll sell about three times more than
without it. Legally, all 50 states give a buyer 30 days guarantee anyway,
whether you have it listed in your sales copy or not.
A guarantee is going to make your prospects feel safe. It’s going to help
position you as a good guy that prospects will take a chance on because you’ll
refund them their money. You’ll also see that competition in your market will
offer a guarantee. It may seem like it’s a bad idea, but it doesn’t mean that all
your buyers are going to take you up on it. By having a guarantee, your refund
rate increases by about 2%. But, you’re selling about three times more product,
so the conversion is worth it. We’ll go through digital product and physical
product refund rates also.
You can get creative with your guarantees. ClickBank has a mandatory 60-day
money-back guarantee, which is fine if you’re going through them. If you’re
adamant that your product is worth it, you can do a six-month guarantee, a one-
year guarantee, or even a lifetime guarantee. If you can prove that the metrics of
your product work, you can throw in an “everything but the kitchen sink or
triple your money back” guarantee. Crazy, but worthwhile if you stand behind
your product.
You’re unfortunately still going to encounter people that want their money back,
even after the guarantee period. It sucks, but it’s still your call whether or not to
give it to them. There are some people that are adamant about it, and even on
day 47 after a 30 day guarantee has expired, they’ll come to you and say “I want
my money back,” and they’ll be persistent about it. In situations like that, I