Tuesday 21st May

The Pulse

No Guarantees

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02
Jul

blog_no_guaranteesMy business coach insists that guaranteeing my work is crucial to my success. I’m good at what I do. I like my clients. I respect my coach. So why don’t I offer guarantees?

At a superficial level, it’s the fear of giving money back or doing something again. It’s hard enough to make a living in business. Any step back, however small, feels like putting a foot on the slippery slope to insolvency.

Yet I realise guarantees build trust and make it easier for customers to buy.

At a deeper level, I think it’s the definition of ‘guarantee’ that freaks me out. If I buy a $60 clothes airer from a hardware store and a strut snaps during assembly, I can get a new one or a refund. Copywriting is a bit more involved.

Unlike a clothes airer, there are many and diverse ways to craft good copy. Even with a strong brief, my perspective might not match the client’s. In addition, final approval for copywriting always rests with the client. This isn’t ‘all care no responsibility’ but simple task demarcation. I’m responsible for the writing. The client is responsible for publication.

Caveats aside, let’s say I write 300 words for a 3 column x 12 cm job ad in a newspaper. With briefing, research, editing and proofing, this might take me 4 hours. Here are some post-publication possibilities:

1.    I make an apostrophe error. Though few notice it, the client is as pedantic as I am. Do I refund my entire fee, an amount proportional to the error (i.e. 1/300th), or something in between?

2.    I write BUM instead of BOM. The ad is for a $200K Supply Chain Director, so it looks really bad. Do I refund more than my fee to compensate the client for this embarrassment? The ad cost $5K to put in the paper. How far do I go?

3.    My ad reads well, but I make the selection criteria too weak. The client is swamped with 2000 applications. Do I pay for five people to spend the weekend sifting through the resumes?

4.    My ad is compelling and the client hires the outstanding candidate. Alas, he turns out to be an axe murderer. Am I liable for writing words that attracted this undesirable to the pool?

Reading this, I realise I need to know a lot more about guarantees. So what do you think? What if your:

  • Pizza doesn’t satisfy me?
  • Mediation session doesn’t relax me?
  • Cartoon calendar doesn’t amuse me?
  • Tax advice doesn’t enrich me?
  • IT service doesn’t unfrazzle me?

Is it my problem, or yours? Why?

If it’s your problem, what are you going to do about it?

Your comment will be greatly appreciated: guaranteed!

 

Paul Hassing, Founder & Senior Writer, www.thefeistyempire.com

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What others are saying

  1. Author

    Stephen G

    July 2, 2009 at 11:21 am

    Geez! Talk about being ‘baited’!…”your Pizza doesn’t satisfy me?”…at the top of the list no less! :- )

    Lucky for you I’m a ‘Grouper’…if it’s in front of me & I can swallow it, it’s fish pooh! :- ) I’ll try not to eat the boat… :-P

    I can very much relate to this dilemma. I think if anyone had come up with a definitive ‘fix’, some internet marketer would’ve been on FOX News with it by now :- P

    Best I just try and respond to your questions:

    “So why don’t I offer guarantees?”

    Because you are sane? :- ) If you’re anything like me mate (& I wouldn’t wish that on you…or anyone else for that matter :-P ), you’ve got a primal, biological aversion to things like ‘Guarantees’, ‘Tax’, ‘Insurance’, ‘Litigation’, ‘Firearms’ & ‘Broccoli’…

    Why do I have such an ingrained aversion to these things? Because they usually rely on the ‘interpretation’ of others (except for guns & Broccoli :-P )…bearing in mind that NO OTHER can fully comprehend my experience from my point of view…add to this the knowledge that every ‘interpreter’ has a vested interest AND depending on their position, varying degrees of ability to excercise their interest/s. The resulting feeling for me is one of extreme vulnerability which is a precursor to an eventual feeling of ‘powerlessness’if I am called to account…whether I’m right or wrong doesn’t matter.

    Just getting back to your ‘Business Coach’ for a moment; “guaranteeing you work is CRUCIAL” to your success?

    I would think that delivering a quality product, on time & on budget would be ‘crucial’. A guarantee is more of a ‘tradition’ and a ‘value-add’, intended to re-assure your clients, isn’t it?

    Using the Dictioinary, I found it diffcult to clearly and definitively distinguish ‘Guarantee’ ( http://dictionary.reference.com/browse/Guarantee ) and ‘Warranty’ ( http://dictionary.reference.com/browse/warranty ), until I look at definitions under ‘Law’. Under Warranty it used the term “explicit or implied”. (in practice, Warranty seems to be ‘traditionally used in association with something manufactured)

    Arguably our entire culture is built from and on guarantees and/or warrantees. The most prominent results of which would be the Government & our Legal System/s. Contract law, for example, is a labyrinth of notions that could be viewed in and of itself as a system of ‘Guarantees’…Industries, Companies & Businesses add layers of detail to these ‘higher level’ laws & policies, specific to their circumstances…so generally I reckon your butt is in a sling & your clients are ‘protected’ which ever way you cut the mustard, simply by virtue of your contractual engagement.

    As for “…your Pizza doesn’t satisfy me?”:

    I guarantee that if you don’t like my Pizza, that you won’t have to eat another one! :- )

    But if I poison them? Guarantee or no guarantee, disclaimers or other forms of ‘copping-out’ will be to no avail…the legal system will hold me to account anyway. Enter those feelings…

    Would I have a guarantee? Nope. The legal & regulatory systems will suffice for now. I’m small enough to deal with each client on a case by case basis.

    In your case Paul, the complexity of copyrighting usually demands a simple from of warranting the professional claims you make. Something like ‘Our work is warranted against our claims’…just to reassure your clients… the legal/regulatory systems will do the ‘knit-picking ad-nauseum interpretations’….usually whether we like it or not?

    Caveat emptor…Do we have the luxury to choose our clients carefully? :- P

    Cheers

    Stephen G

  2. Author

    Paul Hassing

    July 2, 2009 at 12:09 pm

    Thank you, Stephen, I knew those baby clams would do the trick! I was hoping for a nibble; I landed a sailfish! You raise fabulous points, as usual. I hope others will now read my post in the context of your comments. Best regards indeed! :)

  3. Author

    Lee

    July 2, 2009 at 2:17 pm

    Stephen wrote:

    “I would think that delivering a quality product, on time & on budget would be ‘crucial’. A guarantee is more of a ‘tradition’ and a ‘value-add’, intended to re-assure your clients, isn’t it?”

    I tend to agree.

    You are a writer with some experience, so I would suggest that your guarantee is your testimonials from clients. As a copywriter myself, I know that these are GOLD.

    As for the other stuff, it’s all about minimising the risk. Things like, factoring two rounds of copy in before sign off – and getting the client to buy into that etc.

    What do you think?

  4. Author

    Paul Hassing

    July 2, 2009 at 2:29 pm

    You make a lot of sense, Lee. And I couldn’t agree more on the testimonials.

    If I did make a mistake, I’d admit it and make good. I guess I’m scared of the 1% of people that could take me to the cleaners. This is a bad way to operate. I should orient myself to the 99% of people who are fair and reasonable.

    After a career in HR, I should know better than to base a global policy on the worst, smallest element of humanity. It only punishes the just by treating them like the crooks they’re not.

    I was close to offering a guarantee when I was cornered at a networking event by a waspish person who demanded to know the details and extent of my guarantee before even entertaining the idea of using my services.

    This seemed rather negative and a bit ‘cart before the horse’. So I backed off and haven’t rethought the matter until now. Thanks for giving me even more to think about! :)

  5. Author

    Lee

    July 2, 2009 at 3:07 pm

    Thanks Paul, it’s a fine line isn’t it?

    My view is that people want to be treated how they would treat someone. Make an error, we hold our hands up and fix it. Cool.

    It’s all about managing expectations and clarifying them before a job. I know people who have been burned too many times by clients who expect a guaranteed result – especially in our field.

    Look forward to your next post. Hope my comments have been worthwhile…

  6. Author

    Paul Hassing

    July 2, 2009 at 3:28 pm

    Too right, Vegemite! Your comments are worth a very great deal, Lee; please keep them coming. :)

  7. Author

    Sonia Cuff

    July 2, 2009 at 8:18 pm

    Computer Troubleshooters franchisees in Australia have released what we believe to be the first ‘No Downtime Guarantee’ for small businesses. As a provider of a guarantee, I think the trick is to identify something that can be measured and clearly document when your guarantee does or doesnt apply. Pizza is a classic example – think of the large chain that guaranteed it would be delivered hot or within a certain time frame. Then it’s not left to the customer to define their level of satisfaction, but the guarantee is paid out on measureable criteria. No idea how you’d do this with copywriting!!

    With our guarantee, the client has to be on a support plan and conform to a number of requirements (which mainly give us the control we need to reduce many I.T. problems from happening in the first place), then it’s a ‘money-back payment’ if their computers do go down (again within certain criteria). Win-win situation, as our financial interests are now directly aligned with our clients. If we are performing well, we get to keep our full monthly fee. If we’re not performing well, our client reaps the benefits. Makes a heck of a lot more sense that paying a computer guy more the longer he takes to fix something and the more often that it breaks!

    Yes, it’s a risk on our part, but it’s as calculated and controlled as we can make it.

    For more info, see http://www.computertroubleshooters.com.au/html/content/page/bestplans

  8. Author

    Paul Hassing

    July 3, 2009 at 8:27 am

    Wow, Sonia; that sounds terrific. Innovative yet sensible. Positive yet practical. With a model like yours, I hope a lot of folk check out your site. You and the others are like a wonderful brains trust. Thanks for another great perspective. :)

  9. Author

    Stephen G

    July 3, 2009 at 9:29 am

    Very worthwhile I would say Lee (& I’m not just saying that because you agreed with one of my sentences :- ).

    And thanks Sonia for an opulent serving of practical ideas :- )

    As a small business owner I already find this discussion eminently useful…thanks to all of you.

    I’m rethinking my ‘Nope!’ Strategy re: guarantees :- )

    Cheers

    Stephen G

  10. Author

    Stephen G

    July 3, 2009 at 10:30 am

    This is a pretty simple one Paul – “Don’t like it? Don’t pay” found this one at – http://www.lightbulbcomms.com.au/service-guarantee.html .

    Then there appears to be the other end of the spectrum – “We guarantee to triple your leads within six months or we will write for FREE until we achieve this result for you!” – from – http://www.ictip.com.au/ict_internet_presence_services/copywriting_services/ .

    And of course there seems to be everything in between, as you have both described and alluded to in your article Paul.

    It seems to me that in practice, many ‘Guarantees’ have devolved to nothing more than vacuous Marketing ‘Buy’-Lines? They would appear to be designed on similar premises to those underpinning ‘Planned Obselescence’ ( http://en.wikipedia.org/wiki/Planned_obsolescence )& ‘Perceived Obselescence’ ( http://www.storyofstuff.com/pdfs/annie_leonard_glossary.pdf ). The underlying risk assessment being based on the likelihood that people will NOT call the Guarantee to account.

    Imagine trying to legally defend the 2nd Guarantee above? (that’s the one that “triples your leads”). It would be so complex and expensive to unravel, that it would likely, by commercial dint alone, default back to normal contract law?

    So it would appear Paul, that simply by virtue of articulating your dilemma, that you are demonstrating that your own personal integrity demands that should you articulate a ‘Guarantee’ for you work, that such a Guarantee would have to embody the same level of integrity and accountability as your work? May I suggest that if your work is accountable for & to your clients, that this would be ‘Guarantee’ enough and could perhaps form the basis for the articulation of such should you decide to proceed?

    That’s enough out of me for now :- P…good topic mate :- )

    Cheers

    Stephen

  11. Author

    Paul Hassing

    July 3, 2009 at 12:33 pm

    Golly, Stephen; I’m going to have to retreat to a mountain cave this weekend to ponder this at length. I should’ve stuck with teaspoons! Thanks for the extra links. I’ll read them with interest when I get a sec. :)

  12. Author

    Malcolm Owens

    July 6, 2009 at 11:05 am

    This has been a very interesting and worthwhile topic and comments string.

    Guarantee or no guarantee the bottom line comes down to the quality of your product and service offering. If it is not up to scratch then no amount of guarantees or promises will retain a customer or promote a positive response, particularly with future recommendations.

    If it is a simple mistake then fix it. If it was a typo in an ad then you should refer to your quality manual and ensure it doesn’t happen again. If it cost the customer money (ignoring the fact that they had final sign off) then you should provide the job at no cost (where a service).

    If it’s a product then fix or replace it. We often do so with our products even when outside of the warranty period as a sign of good faith and customer commitment (depends on the circumstances of course but just think how you would feel if it was you on the other end of the phone).

    I consider the need to honour a warranty a poor situation for the company and the customer as it represents a breakdown in the system. Problems do occur so fix it immediately and then review the root cause. Do that and you will decrease the need to communicate to the customer on a ‘system broke down’ basis!

  13. Author

    Paul Hassing

    July 6, 2009 at 11:21 am

    Thank you, Malcolm. As usual, it’s great to have your manufacturing CEO view from the top.

    If you have the time and inclination, I’d love to see you illustrate your comments with actual examples (e.g. the customer who used one of your bar heaters as a BBQ but still got their money back when their kransky blew the element).

    Such anecdotes would really make your excellent points come alive. Best regards, P. :)

  14. Author

    Paul Hassing

    July 6, 2009 at 11:23 am

    Dear Stephen, just checked out those links you provided. Really great stuff! The Story of Stuff glossary prompted me to tweet that most excellent film. Thank you for putting such thought and care into your responses! :)

  15. Author

    Sonia Cuff

    July 6, 2009 at 11:24 am

    Malcolm, agree with your points and in some situations I agree it’s as easy as that. From a marketing perspective, advertising your guarantee is about removing the risk that a customer faces when they are taking a chance on you for the first time. They don’t know whether your work is any good or not, though you say it is and so do all of your competitors. If one brand/product/service is offering a guarantee and the other one isn’t, customers are statistically more likely to try the one offering the guarantee. I think there is also a distinction between a guarantee and a warranty.

  16. Author

    Stephen G

    July 6, 2009 at 12:48 pm

    Hi Folks, :- )

    Good to see you again Malcolm… :- )

    Your post reminds me of when I was working for a large Tyre company when I was a lot, lot younger (I’m talking 25 years ago…holy crap! It is 25 years! Oh well… :- P).

    The Tyre company had various guarantees & warranties specific to each product as supplied by each tyre manufacturer (common for large retailers). It also had its own ‘internal’ guarantees that were more like qualitative & service policies than the aforementioned product guarantees & warranties. You can imagine the labyrinthine results?

    The company introduced an overarching/default policy/warranty/guarantee in an attempt to simplify things. Naturally the simplicity ended at the articulation. The idea was to apply pro-rata guarantees on manufacturing defects. Can you imagine what that was like in practice?

    I’ll cut to the chase:

    I complained for a couple of years before I was listened too. I said that the guarantee was ‘half-assed’, customers knew and it usually sent customers away…not to mention the ludicrous amount of time required to negotiate, assess, calculate, process, mail (usually international), monitor & return claims.

    I suggested that it would be both better for the customer & cheaper for us to just replace the tyre and get on with life.

    It took some 7 years (I was no longer working for them then), and I heard that they finally did a cost-benenfit analysis on the ‘pro rata’ method. They found that just on the management costs alone, the ‘new tyre’ policy was about 10 times less costly. This of course did not account for the dramatic improvement in customer loyalty.

    Sonia…I think what you add is great…I am keen to know what the distinction is between guarantee & warranty?

    Cheers

    Stephen G

  17. Author

    Sonia Cuff

    July 6, 2009 at 2:18 pm

    Malcolm – can you please contact me via LeandaC@hotmail.com in regards to your eBook? I can’t find any contact details for you on your website.

    -Sonia

  18. Author

    Megan from myBRC

    July 6, 2009 at 2:38 pm

    Stephen, I watched The Story of Stuff too…I wouldn’t say I ‘enjoyed’ it but it was certainly an excellent resource…forwarded it to MYOB’s Sustainability Manager as food for thought. Makes you think twice about buying – Paul, should we add that link to the packaging post?

  19. Author

    Paul Hassing

    July 6, 2009 at 2:55 pm

    Great idea, Megan! :)

  20. Author

    Stephen G

    July 6, 2009 at 3:45 pm

    Hi Megan :- )

    Yeh! I reckon it’s a good resource too…I also think it’s good example of a complex issue presented simply & effectively…it’s rather ‘ala Al Gore’ don’t you think?

    I reckon that the most notable thing about it is not so much the content as the underlying ‘message’/premise (i.e. that a ‘linear’ approach to ‘non-linear’ systems doesn’t quite add-up).

    Cheers

    Stephen G

  21. Author

    Paul Hassing

    July 6, 2009 at 5:40 pm

    Speaking of Tyres (Aeneid, anyone?) hats off to Penfold Holden in Burnley. They sent me an SMS asking how my car repair went. I emailed them to say one of my new windscreen wipers threw a rubber (which I had to fix in the rain). They rang offering to refund me the labour cost for that job. $35.05 credit to my Visa. No dramas! A rare good news story from the automotive sector. Be still my beating heart… :)

  22. Author

    Stephen Hamilton

    July 9, 2009 at 11:37 am

    I haven’t had time to read the comments, so I apologise if I’m repeating what someone else has already said, but a guarantee doesn’t have to be a money back guarantee.

    In it’s most basic form it is a promise to do the best you can which, based on your experience/knowledge etc, should negate (at least some of) the fears of the prospective client.

  23. Author

    Paul Hassing

    July 9, 2009 at 11:46 am

    Thanks for that, Stephen; nice photo! BTW, I just checked out your blog. Your list of online social tools is fabulous! I’ve bookmarked it as a reference tool. Highly recommended reading! :)

  24. Author

    Paul Hassing

    July 10, 2009 at 10:21 am

    Hats off again to Penfold Holden. When I emailed them to say my newly batteried remote key was playing up, they sent a technician to Empire House. He fixed the problem and explained what was going on. Very impressive. :)

  25. Author

    Jurek Leon

    August 3, 2009 at 4:27 pm

    Paul, I’ve been reading through your Guarantee dilemma. There are many good reasons for giving a scary (to yourself) guarantee not the least of which is it would probably articulate the action that you take anyway on the rare occasion that you have an unhappy client. I note that the excellent Winston Marsh is your coach and he will already have given you all the other reasons plus some that I could think of so instead I’ll share with you how a guarantee has worked for my 3-person training and consultancy business over the last 16 years. Throughout that time I’ve given the following written guarantee as part of the ‘Our Commitment To You’ sheet we give to clients:

    GUARANTEED RESULTS
    If at any time you feel we have not fulfilled our part of the bargain or in some way let you down, you have my guarantee that we will redo the work you are not pleased with at no charge or if you prefer refund the fees involved.

    In 16 years I’ve had the guarantee called on 3 times. Twice for very low fee consultancy jobs where the clients were in serious financial trouble – we tend to avoid that type of work now – and once after running an evening training session for a regular client. This was after fighting through the traffic following an all day course for another client. She said it wasn’t up to our usual standard and she was right so we provided a further evening training session at no cost AND we instituted a policy that we won’t train during the day and on the same evening ever again. It’s been a wise move for our clients benefit, our reputation and our personal health.

    On many occasions first time clients have commented on our guarantee and in some cases joked that after the event they will just complain and get their money back. They don’t, instead they book us for further work. An over the top, no strings attached guarantee has worked very, very well for my business.

  26. Author

    Paul Hassing

    August 3, 2009 at 6:03 pm

    Dear Jurek, 3 calls in 16 years is an extremely encouraging statistic! I now realise that the time I used to spend explaining why I didn’t give guarantees far exceeded the time it would have taken me to respond to the ultra-rare guarantee call!

    Your comment certainly cements Winston’s position. I have nowhere to go but down the slipway of excellence and into the broad, brightly lit channels of Winno’s wisdom. Thank you for joining our discussion and please come back soon. P. :)

  27. Author

    Jurek Leon

    August 4, 2009 at 3:44 pm

    Paul, perhaps I should also share with your followers my disclaimer which links in with my alternative guarantee. I think in business many consultants take themselves far to seriously so this is what I have on the home page of my website (honestly, you can check it out at http://www.terrifictrading.com):

    Our Disclaimer…. with a difference:
    I’ve noticed that these days most consultancy businesses seem to have a disclaimer. I presume it’s to keep their insurers happy and to give them an escape route in case anyone tries to sue them. I wonder why they call it sue? Why not Kylie or Elle? I’d far rather be kylied than sued!

    Anyway, I’ve decided to come up with a disclaimer for Terrific Trading. So, here it is. Polish your glasses and read the small print:

    The information provided is of a general nature and may not suit every situation. While every care has been taken to ensure it is useful and appropriate, no responsibility is taken for any problems it may cause you or your organisation. In fact, if it doesn’t work, you are totally to blame and we deny ever saying it, writing it, placing it on our web site or sending it to you.

    If on the other hand, this information results in beneficial effects for you or your organisation, we are totally responsible and accept all credit due, plus some. In these cases, you should direct all compliments, gifts, awards, rewards and donations to Jurek Leon at Terrific Trading.

  28. Author

    Paul Hassing

    August 4, 2009 at 3:55 pm

    Thank you, Jurek; I love it! And yes, folks, it really does appear on the website. Great fun! :)

  29. Author

    Paul Hassing

    August 14, 2009 at 4:08 pm

    OK sports fans; no more messing around. How’s THIS for a guarantee?!

    100% Ironclad Money-Back Guarantee

    If you’re not utterly satisfied with your purchase, just tell us why.

    We’ll instantly (and gratefully) refund all your money and use your feedback to improve our product.

    No mess. No fuss. No risk. No strings. No drama. No bull! We give you our word.

    In short, you may proceed with confidence!

    I’m using it on eBay; what do you think? http://bit.ly/kvtPn

  30. Author

    Stephen Glanville

    August 15, 2009 at 8:50 am

    Guts move mate! Have you lost any sleep yet? ;- )

    I think you could probably safely remove ‘utterly’. I don’t think I have ever met a human that is ‘utterly’ satisfied with anything :- P

    Do you think a time clause would be in order, or are you happy to default to the ‘Statute of Limitations’? :- ) (Ref: http://law.anu.edu.au/UnitUploads/LAWS1204-6463-LawofContractschema.pdf).

    I suppose I’m just feeling a bit nervous for you :-P . I mean it does convey an unassailable sense of confidence, but I can’t help feeling just a bit TOO vulnerable…e.g. re: “instantly (and gratefully)”.

    I think I could find a way to be grateful for the feedback bit, but I reckon I’d struggle a bit trying to genuinely feel grateful about instantly providing a full refund, no questions asked? :- P

    Cheers

    Stephen G

  31. Author

    Paul Hassing

    August 15, 2009 at 10:40 am

    Thank you, Stephen. ‘Utterly’ is my first attempt at ZING. I’m sitting on so many fences and between so many chairs that you could light a campfire on my bum. I feel like I might end up like that Aesop bloke, carrying his son and donkey just to keep everyone happy!

    Notwithstanding that, your point about timing is very good. Having begun this journey, I’ve located a guarantee section on eBay with all sorts of cool options and toggles. I’ll have a play and report back.

    If I get feedback that improves my product so well that I sell my target of 400,000, I’ll be JOLLY grateful to the feedbackers. I’ll even fly them to Canberra for pizzas.

    Rather than lose sleep, I feel empowered by throwing this gauntlet to Fate. I’m daring the Devil to send me a legion of faux customers hell bent on stealing my ideas and demanding their money back. Satan, do your worst! :)

  32. Author

    Paul Hassing

    August 15, 2009 at 12:10 pm

    And now here it is, in all its glory, on my website! What do you reckon, Winston? :)

  33. Author

    Stephen Glanville

    August 15, 2009 at 1:00 pm

    Yep! I can relate to multi-fence straddling completely mate :- )

    Sometimes you’ve just gotta take a stand and suck-it-&-see.

    But one thing I do have an appreciation for is ‘boldly going’ and it is definitely bold…I’ll look forward to seeing how it goes for you.

    Cheers

    Stephen G

  34. Author

    Paul Hassing

    August 16, 2009 at 10:15 am

    Thank you, Stephen; I’m going all out this time.

    Leveraging (and slightly ZINGing) my message on Twitter:

    Readvertising a job vacancy? $20 can end your pain. Find & keep the people you need. Money-back guarantee. http://bit.ly/5TlFu

  35. Author

    Winston Marsh

    August 17, 2009 at 3:41 pm

    By golly Paul you’ve come a long way mate and I love it. I can remember when (and gee it seems just like the other day) you were hesitant to give a guarantee and now look at the bewdy you give. Its plain, its simple, its gutsy and it says that you’re both proud of, and confident in, what you offer. And, of course, the bottom line is what does it cost you to offer it? You may have to refund 20 bucks and take a dent in your pride (it always hurts when someone tells you they don’t like what you’ve done) but what you learn from it will be invaluable, worth thousands, as a learning experience.

    By the way, if you hadn’t articulated the guarantee as you have and someone had complained about your product what would you have done? Probably refunded their money anyway. So really you’ve just spelt out what you (and most businesses) would do anyhow.

    Now we’ve got the guarantee sorted we just have to get you to hype up up how good you are and we’ll be smokin’. Trouble is we’ve got to overcome what your mother ingrained into your psyche… don’t skite! One of the hardest things to do is to write your own promotional material.

  36. Author

    Paul Hassing

    August 17, 2009 at 3:47 pm

    Thanks so much for your comment, Winston. It provides the perfect bookend for this discussion.

    It’s true I’ve been one of your ‘problem children’. But I can feel a healin’ comin’ on!

    The ZING thing still stings. With any luck, however, I’ll have enough new notes in my back pocket to cushion the blow! :)

  37. Author

    Paul Hassing

    September 11, 2009 at 5:22 pm

    A surprising move from General Motors:

    http://business.theage.com.au/business/gm-introduces-moneyback-guarantee-20090911-fjzn.html

  38. Author

    Paul Hassing

    September 11, 2009 at 5:30 pm

    A bouquet to Andrew Gaddes Eyeware. After more than two years, my spectacle frames had become loose.

    My wife Fonnie took my glasses into the shop, with no appointment. They fixed them on the spot, with no drama and no charge. I was surprised and impressed. Nice one, team!

    http://www.andrewgaddes.com.au/start.htm

  39. Author

    Paul Hassing

    September 17, 2009 at 5:34 pm

    Now here’s a good guarantee for bloggers and other writey types!

    http://www.smartcompany.com.au/internet/20090917-istockphoto-guarantees-users-protection-from-copyright-disputes.html

  40. Author

    Paul Hassing

    October 2, 2009 at 2:05 pm

    I seem to be on a roll. Progressive Office Furniture just fixed my obscenely expensive Star Trek ergonomic chair and delivered it back to me.

    I’d had it for two years but they repaired it without any dramas. And the chair they gave me to use in the meantime was almost more comfortable than mine! Nice one, fellas! :)

    http://www.progressiveoffice.com.au/

  41. Author

    Paul Hassing

    October 2, 2009 at 2:16 pm

    [img]http://mybrc.myobnet.com/wordpress/wp-content/uploads/2009/10/blog_desk_chair.jpg[/img]

  42. Author

    Paul Hassing

    October 2, 2009 at 2:17 pm

    Oh dear.
    I appear to have enjoyed a little too much success with my image upload efforts.
    MEEEEGAAAAANNNN!!!!

  43. Author

    Megan from myBRC

    October 2, 2009 at 2:35 pm

    Whoa! Let me see what I can do!

  44. Author

    Megan from myBRC

    October 2, 2009 at 2:39 pm

    OK it’s uploaded the image in its actual size. Any chance you can find a smaller image to play with?

    For the purposes of this exercise, I’m going to save it elsewhere and reload it, because I know that this chair in particular is very special.

  45. Author

    Paul Hassing

    October 2, 2009 at 2:41 pm

    Thank you, Megan. I’ll only try to upload modest images in future. I’m still learning and your workaround sounds fine. Many thanks! :)

  46. Author

    Megan from myBRC

    October 2, 2009 at 2:45 pm

    LOL Ta da, hope it’s not too squashy now I’ve shrunk it :)
    Oh and I just make it up as I go, so I’m not surprised it’s hard to follow sometimes!

  47. Author

    Paul Hassing

    October 2, 2009 at 2:47 pm

    Good show! They don’t call you Megan the Magnificent for nothing. Many thanks! :)

  48. Author

    Stephen Glanville

    October 2, 2009 at 2:54 pm

    Holy ‘High-Tech’ Batman! Did you get a Deflector Array with that?…dont tell me, it’s built-in? :- )

    You sure know how to fly in style mate.

    Cheers

    Stephen G

    PS Nice one Megan :- )

  49. Author

    Paul Hassing

    October 2, 2009 at 2:58 pm

    Yes it is built in. It also has twin overhead underhangs, which are a blessing in the warmer months. I TOLD you I was a high-end copywriter! :)

  50. Author

    Paul Hassing

    October 26, 2009 at 8:38 am

    Seth Godin says:

    ‘If you’re going to do something, do it. Go all in. Doing it half in makes no sense at all to me. It’s a like a store that has so many rules and regulations about sales and exchanges that you wonder if they really want to be bothered to sell you anything at all.’

    http://sethgodin.typepad.com/seths_blog/2009/10/begrudging.html

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