Money-Back Guarantee

Remember, I want to make it as easy as possible for as many people as possible to purchase my educational materials. One way to convert a few more buyers is to offer a money-back guarantee. Take away all the doubt, all the indecision, all the risk.

I tell my audiences, “if you work with these materials and they don’t do everything you want them to do, please return them to me so I can send you your refund.” Note, I didn’t say, “If these materials don’t do everything I say they will do…” Value is in the eye of the buyer, not what you say it is. I want the buyer to know they are in control of the value proposition.

Continuing, I’ll say, “If you are one of the very rare people whose use of my materials don’t do what you want them to do, I don’t want you to be unhappy because I only want happy customers.”

I’ve eliminated risk and eliminated embarrassment that someone might not get the benefits they had hoped for.

In 2½ years I’ve only had two packages returned. One man called and said he didn’t get enough value from the materials and I asked him to return them. The manual had been yellow highlighted on almost every page. No value?

The only other return I got was from a guy who returned the materials with the shrink wrap undisturbed. He just let the materials sit around and wanted his cash. Just two returns out of over $100,000 in sales.

I really don’t even care about getting the materials back. Usually, you can’t re-sell them. But, I had a woman call for a refund and I asked her to return the materials. Two weeks later, she emailed me and said she decided to give the materials to her son in business school. Requiring return of your materials might just save you a sale.

Remember, I said, “If you work with these materials and they don’t do everything you want…” I’ve planted the idea that they have to make an effort if the materials are to have value. I believe a few buyers never ask for a refund because they know they didn’t make enough effort. But even if they never open the manual, if they want their money back, they get it.

You always offer an UNCONDITIONAL money-back guarantee. The unconditional part is what takes away all the risk and indecision. If you attach all kinds of conditions to your guarantee, you really aren’t making it easier to buy from you. In fact, conditional guarantees tend to infuriate people and mistrust your intentions.

I have one condition that says the guarantee is good for 90 days—that’s just to get the buyer to use the materials quickly. The sooner they open the materials, read them and implement them, the better the chances are they’ll be successful and never return the materials.

Fact is, I’ll refund a customer’s money past the 90 days if they ask, but this system is designed to reduce returns as much as possible (and it works)

I don’t offer to refund shipping charges and no one has ever asked me to.

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