Denny Hatch, who you probably know is one of my very favourite writers on matters of copywriting and marketing strategy wrote a great article about Amazon and its guarantee policies in his newsletter of 11th of September 2019. He concluded with a couple of pertinent points that I thought you may find interesting.
- Always include a Guarantee of absolute satisfaction for a product or service.
This is the classic that has helped thousands of people understand the nuts and bolts of basic business. If you haven't heard it, this is one you must get now.
How to turn your business into a Money Making Machine
- Benjamin Franklin used direct mail to sell his scientific and academic library in 1744. It was Franklin who created the very first mail order guarantee: “Those persons who live remote, by sending their orders and money to said B. Franklin, may depend on the same justice as if present.”
- A real person in authority should sign the guarantee and be the company spokesperson.
The Greatest Customer Guarantee—Ever!
Alas, rip-off artists forced the end of Bean’s Guarantee.
A Letter to Our Customers,
Since 1912, our mission has been to sell high-quality products that inspire and enable people to enjoy the outdoors. Our commitment to customer service has earned us your trust and respect, as has our guarantee, which ensures that we stand behind everything we sell.
Increasingly, a small, but growing number of customers has been interpreting our guarantee well beyond its original intent. Some view it as a lifetime product replacement program, expecting refunds for heavily worn products used over many years. Others seek refunds for products that have been purchased through third parties, such as at yard sales.
Based on these experiences, we have updated our policy. Customers will have one year after purchasing an item to return it, accompanied by proof of purchase. After one year, we will work with our customers to reach a fair solution if a product is defective in any way.
Shawn O. Gorman, Feb. 18, 2018
L.L.Bean Executive Chairman
Recent Comments