Guarantees. Are they meaningless?

One of the places where you don’t see a lot of creativity in is guarantees. Yet they are one of the least expensive ways to market your products and service. In a world where it sometimes seems that there are only two guarantees (that death and taxes thing), it’s a great way to stand way out in front of the don’t-get-its in your market.

A guarantee serves one purpose to the client: it eliminates the risk that holds a buyer back just before they purchase. The expense of providing an incredible guarantee is extremely cost effective.  Why? Because a small minority of people will use them - and more importantly, if you are really doing your job - they’ll rarely be used. In 1994, Interface Australia was the first business in the world to ever guarantee an ironing board cover. Li sten to Carol Jones tell you why.