$100M Offers: How To Make Offers So Good People Feel Stupid Saying No

by Alex Hormozi

Here are the four types of guarantees. I’ll go over them in theory then we will apply them. 1) Unconditional Guarantees As I stated earlier, there are unconditional, conditional, and “anti-” guarantees. Unconditional are the strongest guarantees. They’re basically a trial where they pay first then see if they like it. This gets a LOT more people to buy, but you will have some people refund, especially as consumer culture continues to shift towards entitlement and zero accountability. 2) Conditional Guarantees Conditional guarantees include “terms and conditions” to the guarantee. These are the ones you can get VERY creative on. In general, you want these to be “better than money back” guarantees. Because if they are going to make an investment, you want to match their investment psychologically with an equal or higher perceived commitment. These also can have a very powerful effect on getting clients results. If you know the key actions someone must take in order to be successful, make those part of the conditional guarantee. In a perfect world, 100% of your customers would qualify for a conditional guarantee, but will have achieved their result, and therefore will not want to take it. That is an ideal we can all aspire towards. And just FYI - if given the option of getting a refund or getting the outcome they were promised the vast majority of people will take the outcome. 3) Anti-Guarantees Anti-guarantees are when you explicitly state “all sales are final.” You will wan...