2 builders who never spoke to each other

Guarantee the outcome, not the refund window

A refund policy promises your money back; an outcome guarantee promises the thing the buyer actually came for, such as at least one genuine insight or their money returned. It removes the doubt that suppresses willingness to pay, which is the same job free content does before the ask. Pairing the guarantee with something that drives completion pushes the effect past the sale into whether people finish.

The method

1. 01

   Write your guarantee around the outcome the buyer wants rather than a plain refund window: promise at least one genuine insight or their money back.

2. 02

   Attach a strong guarantee and a game-like element to the paid entry offer to lift completion and engagement rather than just sales.

3. 03

   Remember that willingness to pay drops with every doubt the buyer has about getting the result, so the job of free content is to remove those doubts before you ask for money.

What it returned

• $129

  Bourgoin's own $129 product carries a guarantee of one eureka moment or a refund, and the upsell tier at $649 adds a 30-minute call with a visible cap of five slots a month.

Sources

• Unlock the Power of Customer Insights with Clarity CallsKatelyn Bourgoin · customercamp.co · undated
• [Coaching: Maia #20] Funnel for a High-Ticket Offer, Nurturing Community Members + the Balance Between Free vs Paid Content - Double Your FreelancingZach Swinehart · doubleyourfreelancing.com · AI-Generated Summary: · 2024-04-17
• My First Year Teaching: How I Built My Audience - Double Your FreelancingBrennan Dunn · doubleyourfreelancing.com · Your Audience Is Not A Piggy Bank · 2013-08-15