$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...

For any reason whatsoever, if you want your money back you can get it because I only want to keep your money if you’re happy. All you have to do is go to support@xyz.com and tell us “gimme my money” and you got it, and in short order - our response times to any support request average 61 min over a 24/7 time period. You can only make such a guarantee when you’re confident that what you have is the real deal and I’m fairly confident that when you sign up at URL you’re getting exactly what you need to BENEFIT.”

Pro Tip: Name Your Guarantee Something Cool If you are going to give a guarantee, spice it up. Instead of using “satisfaction” or some other “vanilla” word, describe it more strongly. Generic Example (Bad): 30 Day Money Back Satisfaction Guarantee. Creative Imagery Example #1 (Good): In 30 days, if you wouldn’t jump into shark infested waters to get our product back, we will return every dollar you paid. Creative Imagery Example #2 (Great): You’ll get our famous “Club a Baby Seal Guarantee” after 30 days of using our services, if you wouldn’t club a baby seal to stay on as a customer, you don’t have to pay a penny.

[Conditional] Service Guarantee What the Client Gets: You keep working for them free of charge until X is achieved. My Take: This is probably my personal favorite guarantee of all time. It essentially guarantees they will achieve their goal, but it eliminates the element of time. You are never at risk for losing the money. The guarantee is around the outcome. To add further flavor to it, you can make this guarantee conditional on them doing key actions linked with success: setting up a web page, attending calls, showing up to workouts, weighing in, reporting data, etc. Real Talk: Since I have been advising businesses to use this particular guarantee, I have yet to have a single person say a client took them up on it. Realistically, if someone actually does everything you asked them to do and doesn’t achieve the result by the time you had said, one of two things usually happens: Seeing your client’s commitment, you happily keep working with them until they achieve the desired result It gets dropped. Your client is likely very close to the goal, which means satisfied. Also, it’s likely the sales conversation with the guarantee was months earlier. What may have been important in the sales conversation is a distant memory now, replaced by their affection towards you/your business.

The key is to identify a client’s biggest fears, pain, and perceived obstacles. “What do they not want to have happen if they pay you? What are they most afraid of?” Reverse their fears into a guarantee. Think of the time, emotion, and outside costs associated with any program or service. The more specific and creative the guarantee is, the better.

Author Note: Marketing Theory If you like understanding the concepts behind my chosen M-A-G-I-C formula. Each roughly translates to: Attention (M-Magnet), Discrimination (A-Avatar), Purpose (G-Goal), Timeline (I-Interval), and Method (C-Container).

So use your entrepreneurial ADD on the “wrapper” first - the “look and feel” of the offer (copy, creative, headlines). Then change the seasonality of the offer. Then change the duration. If you’re still stuck, change what you are giving away for free or discount. Change the entire machine behind it only as a last resort and for a darn good reason, especially once you get traction.