4. Choose a payback As unlikely as it is that you’ll be making good on your guarantee (remember, fewer than 5% of customers will ever take you up on it), you want to create an attractive payback in case a customer is unsatisfied. Ideally, it won’t cost you much but will have a high perceived value, and alleviate and remove the perceived risk around the purchase. Your guarantee should exceed customer expectations, be memorable, and wow them.
