Always in Marketing Style: The Guarantee

I recently received a four-color, oversized, multi-page direct mail piece from Yahoo!. (Print is not quite dead, especially if you’re a search engine giant with a few extra bucks to throw around.)

I was reminded of the good old-fashioned guarantee, which was included in the letter’s P.S., also a reliable direct-mail device:

P.S. Right now, we’re also offering a Satisfaction Guarantee on Sponsored Search! Just sign up by April 1, 2010 … and try it for at least 14 days. If you’re not completely satisfied with your results, we’ll refund you up to $500 in click charges.

Are you using a guarantee in your business? Can you include one with every offer to a new customer or client?

This is an indispensable strategy, especially in a sucky business climate.