Making a purchase usually involves a certain amount of anxiety. Whether you are trying a new brand of your favourite snack or spending a packet on a new digital gadget, it’s natural to run through the risks and weigh them against your potential happiness (post purchase).

Guarantees are a great way to increase the levels of trust between you and your customer.

By giving your customer a (virtually) no-lose scenario, you make it a lot less risky to say yes. Many businesses are hesitant about offering really strong guarantees, like 100% money back, because they are worried about losing money. If you don’t believe your product or your service is up to the scrutiny, then you shouldn’t offer a money-back guarantee — but that kind of reluctance sends a clear message to your customer.

You see, guarantees reduce the potential for an unwanted outcome.

A customer guarantee gives me peace of mind. If I’m not 100% happy, I can return the product. If they don’t deliver my pizza within 30 minutes, I get it free. So… why not give it a go? If you actually believe in your product or service, isn’t it worth putting your money where your mouth is? The bigger you make your guarantee, the more inviting the offer is, but you don’t have to offer everyone his or her money back. Find a guarantee that fits your business, your client’s and your budget.

• Make sure you can stick to your promise.
• Make sure you do stick to your promise.
• Don’t have too many strings attached (as that kind of defeats the purpose).
• If you do have strings attached, make them clear at the time of purchase.

Remember, it’s the confidence and transparency around a guarantee that makes it effective, so stand by your product and your word. Do you use guarantees in your marketing? How do they work for you?