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19.  Offer money-back guarantees

Most companies offer an implicit guarantee of their products, while others say “our products and services are guaranteed”; but these promises do not mean much by themselves.  If you want your guarantee to make a difference, make it specific and credible.

For example:

If we don’t arrive within the time frame we promised, there will be no charge

You may return any item within 60 days of purchase

Since your competitors may not offer such an explicit guarantee, it could be one of your key differentiators.

 

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