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Guarantee:
A Guarantee is almost the same as a warranty which is a legal business term. Aside from the definitions which can be found in lawyer textbooks, warranty means that the seller of a product/service has an obligation to deliver it as it was stated in the product description. The buyer has the right to get any product flaws either repaired without additional costs, the product replaced or his money refunded.
A Guarantee, as it is most
often used in Internet marketing, means that the seller
promises the buyer that he will refund the whole price within a
specified time period when the buyer should not be completely
satisfied with the product. That means there doesn’t
necessarily have to be a flaw in the product. The buyer only
has to express his dissatisfaction for the Guarantee to become
valid.
Example for a Guarantee on www.landingpagecashmachine.com
A Guarantee like that is
not so much a legal requirement but has to do with the specific
sales situation on the Internet. The user has much less
possibility to check the product he is about to buy as he would
have when buying in a store. Mostly all he can do is look at a
product picture but he cannot touch it, feel it, test it or
read a few pages in case he’d want to buy a book. Therefore the
money-back-Guarantee is necessary to give him as much
reassurance as necessary to overcome his fear to be
shortchanged.
The seller is in a unique situation, too, especially if he
sells digital products which are delivered online. In the real
world if a customer wanted his money back he would have to
return the product. But a digital product can not be returned.
Therefore every customer hypothetically could keep what he
purchased and still ask for his money back. Hence the problem
is that an offer couldn’t do without a solid and trustworthy
Guarantee as the conversion rate
would drop too low, on the other hand too many buyers
could misuse it to get the product for free.
Fortunately for an Internet marketer the vast majority of his
customers are honest people and fraudulent refunds do not occur
at a rate which would make the sales process unprofitable.
[Guarantee comes from Old French guarantie = to protect]
