by Tom Trush

Think back to the last time you made a major purchase.

Maybe you bought a new flat-screen TV ... a custom-tailored suit ... or possibly the latest iPhone.

Initially, you probably had some concerns.

What if your cables at home weren't compatible with your new TV? What if you changed your mind about the look of your suit the first day you wore it to work? What if you couldn't get a signal in your neighborhood with your upgraded iPhone?

Questions and uncertainty are common prior to any purchase because risk is involved -- these are natural feelings.

What's important to understand is your prospects have similar thoughts when deciding whether to hire your services. They don't want to risk making a bad decision, getting ripped off or being dissatisfied.

Fortunately, you can often eliminate this uncertainty by adding one item to your marketing materials.

A guarantee.

With a guarantee, you remove risk and build trust with your prospects. You also gain a competitive advantage by calling attention to your focus on excellent service.

Let me explain ...

One of my most valuable learning tools is my iPod Shuffle. Almost every day I use it during my morning runs so I can listen to copywriting- and marketing-related interviews/podcasts.

About 3 weeks ago, my iPod died -- it wouldn't turn on or charge up.

Since the manufacturer's warranty expired 6 months ago, I called American Express to inquire about their Extended Warranty program, which guarantees an additional year of coverage on purchases made with their card.

When I found out my iPod was covered, I filed a claim and -- within a week -- American Express added $100 to my account so I could buy another iPod.

Do you think I'll now make more purchases with my American Express card?

Of course.

Am I likely to tell people about this experience and give American Express free word-of-mouth exposure?

You bet I am.

One of the biggest misconceptions about guarantees is they must include a money-back option, but that's not always necessary.

If someone isn't satisfied, you could always offer to fix a problem within a certain time period .. correct a situation immediately ... give replacement services ... provide access to a person in management ... or allow for a free trial period.

And here's one more thought to consider: What happens now when a client is disappointed with your services?

In most cases, you attempt to fix the problem, right? You certainly don't ignore it.

Well, maybe it's time you make this information known. Communicate your confidence in your services by writing your guarantee today.

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© Trey Ryder

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