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.

Most businesses deal with customers they know little about. They transact with strangers where there is little trust between consumer and provider.

But achieving a degree of trust between your customers and your business doesn't just happen. It must be planned and designed into the interactions between both. It can happen by chance, but chance doesn't achieve it consistently time and time again.

So how does a business go about convincing current and potential customers that it is a good idea to trust in their business? According to Carol Jones from Interface Australia, the best way to establish trust in business is to keep your word no matter what.