Subscribe for 50% off
Subscribe

A Sure Thing

Too long has the persuasive guarantee played a supporting role in ads. Why not make it the star in your own efforts? It works wonders, we promise.

By
This story appears in the March 2003 issue of Entrepreneur. Subscribe »

Ah, the ubiquitous guarantee. That golden promise ofcraftsmanship, workmanship, performance, durability, freshness,whiteness, unshrinkability and lowest price that's slapped onvirtually every product and service marketed today. It'svariously dubbed "unconditional," "iron-clad,""money-back," "lifetime," and a dozen otherclichéd descriptions, yet the guarantee is rightly consideredcritical in persuading a prospect to become a buyer.

Despite its value, however, the guarantee has become asomewhat stale, musty element of advertising that generates littlemore excitement than aspirin instructions. You've seen thestilted wording a million times: "If not utterly delightedwith the performance of your new Gerbil Gym, simply return itwithin 30 days of purchase for a full refund, no questionsasked!" And the guarantee is still often found housed in a boxwith a 50-year-old filigree border.

Cyber Monday Subscription Sale - Unlock this subscriber exclusive article and more for 50% off.

Access all Entrepreneur content with no ads, unlock discounts, and get exclusive advice only available to our subscribers. Plus, our magazine delivered straight to your door.
Get 50% off an annual subscription today. Just use code SAVE50 at checkout.

Entrepreneur Editors' Picks