Full transcript
0:00This is the video I wish I had when I
0:01was first getting into business because
0:03none of these companies want to talk
0:05about the actual dirt on their own
0:06business. But most guarantees that
0:08companies offer are complete garbage.
0:10But I see that as even more reason to
0:12make videos like this, educating the
0:14type of entrepreneur I was just a few
0:15years ago. Because guarantees, when done
0:18right, can make you millions of dollars
0:21or even multiple millions of dollars per
0:22month like my guarantee makes my
0:24company. So for context, I have a social
0:26media marketing company, make 5 million
0:28bucks a month, and we've tested dozens
0:30versions of guarantees over the years
0:31and worked with clients to market the
0:32most successful ones. And in this video,
0:34I'm just going to tell you what the best
0:36ones are as well as roast some examples
0:38of what the worst ones look like from
0:39companies you probably know. And if
0:41you're running a business right now and
0:43you don't have a guarantee, I can almost
0:44guarantee you that you're leaving money
0:46on the table. And if you have the wrong
0:48type of guarantee, you might actively be
0:50losing deals because of it. Now, if
0:52you're watching this right now with a
0:53heightened sense of skepticism because
0:55I'm in favor of guarantees, I get it.
0:57You should be. Guarantees are frowned
0:58upon for a good reason. Some people
1:00think guarantees just mean, no matter
1:01what, I don't get the short end of the
1:03stick, which is not what a guarantee
1:04really means because first and
1:06obviously, there are no guarantees in
1:08life. Like the sun isn't guaranteed to
1:10rise in the morning tomorrow. But that
1:11is obviously kind of a cheap shot,
1:13right? Like most people don't think that
1:14way. And that's not what we really mean
1:16when we're talking about guarantees in
1:17business. So more practically, let's
1:19just talk about guarantees with
1:21conditions. As in you have to do
1:22something, a condition, in order to
1:24qualify for the guarantee, and the terms
1:26are agreed upon in writing and
1:27enforceable. So that's a conditional
1:29guarantee. Let's also address the
1:30elephant in the room. Conditional
1:31guarantees are not made in the favor of
1:34the consumer exclusively at the cost of
1:36the business owner. Like nobody that
1:38runs a successful business offers a
1:39guarantee that they expect to lose money
1:41on, right? That's not how business
1:43works. Every smart company structures
1:44their guarantee so that on average, they
1:46make more because of it. That's just
1:48business. But that doesn't mean that all
1:50conditional guarantees imply that the
1:52consumer on the other end is worse off.
1:55Absolutely not the case. Just that on
1:57average, when operated by a smart
1:58business, the guarantee does ensure that
2:00the business makes more money because of
2:02it. So the problem becomes when
2:04companies structure guarantees with
2:05conditions so ridiculous that almost
2:07nobody can qualify and the business
2:09knows it, but the consumers don't.
2:10That's what's not nice. And here's the
2:12dirty secret. The company always has
2:14more information on the consumer than
2:16the consumer. Like they know the average
2:19client behavior over hundreds, if not
2:21thousands, or sometimes hundreds of
2:22thousands of clients. They know their
2:24completion rates. They know exactly how
2:26many people are going to DQ themselves
2:27on a certain criteria. They've run the
2:29numbers on their own offer. You haven't.
2:31You don't know what the inside of their
2:32business looks like. So when you see a
2:34guarantee with a long set of conditions,
2:35your first question shouldn't be, can I
2:37hit these? It should be, how many people
2:39on average actually do? And usually when
2:41you dig into it, the answer is almost
2:43none. Because once you understand what
2:44the math looks like from the business
2:46perspective, you start to understand how
2:47these companies are making insane
2:49amounts of money without having to risk
2:51the guarantee being fulfilled on
2:53themselves. But does that mean that
2:54every single company that offers a
2:56guarantee is evil? No, because there is
2:58a right way to do it, and that is what
2:59this video is about. With that, let's
3:01get into the first example of a very bad
3:04guarantee broken out bar for bar. So
3:06this first one comes from a well-known
3:07online coaching program. Most of y'all
3:09listening to this have heard of it, I
3:11promise, and to avoid a cease and
3:13desist, I won't be naming it. But the
3:15program costs is a hair over 40,000.
3:17They have a 1-year contract, and they
3:18sell exclusively to a certain type of
3:20business owner. The guarantee sounds
3:22really solid. If you don't hit 150,000
3:24in annualized revenue in 52 weeks,
3:27they'll coach you for 6 months for free.
3:29But here's where it really falls apart.
3:30To qualify, you have to make payments on
3:32time and attend at least 90% of calls.
3:34Let's start with the payments on time
3:35thing. First, as a consumer, you'll
3:37always pay on time, right? You're
3:38committed, you're motivated, you're
3:39ready to go. That's what everyone thinks
3:41when they buy on the sales call. But
3:43this isn't a week-long sprint with a
3:45single payment, right? This is a
3:47year-long contract on a program that
3:48costs tens of thousands of dollars. And
3:50a lot of people buying this specific
3:53niche of business coaching experience
3:56seasonality in their business. Without
3:57giving away too much here about the
3:58business, there's definitely high and
4:00low months for the customer demographic
4:02that this company serves. And this
4:04company knows that. They know there's
4:06seasonality to the people that they're
4:07selling. And so when looking at a long
4:09enough timeline, especially a year, even
4:11on services that most people would never
4:12consciously choose to cancel like your
4:13phone plan, your internet, Netflix, like
4:15those still have missed payments in the
4:17double digits annually. Not because
4:19people want to leave, but because life
4:20happens. Like a payment fails, you know,
4:22a credit card expires. Someone forgets
4:24to update their billing info, whatever.
4:25Now, if you take high-ticket coaching
4:26program with less sticky value prop than
4:29your phone bill, way more friction, and
4:31especially in an industry that is highly
4:33seasonal, your turn isn't 10% or 15%. It
4:36can be 40, 50, 60% easily. So what
4:38actually happens with this condition is
4:40a natural filter. The most
4:42price-sensitive buyers, the ones who are
4:44already strapped for cash, already
4:46stressed out about making the payments,
4:48basically the worst candidates to
4:50succeed in the program, they naturally
4:51miss a payment and disqualify themselves
4:53before they even get close to being able
4:55to fall back on that guarantee for
4:57safety. So easily, the worst customers
4:59become a non-issue. So what's left then?
5:01The business owners who are more
5:03established are still in the program.
5:05They got better cash flow, they're more
5:06disciplined, they're more likely to
5:07implement, and they're more likely to
5:09succeed, which means that the company
5:11doesn't ever have to pay out the
5:12guarantee because the client got the
5:14result. And honestly, this condition is
5:16actually kind of fair. Like if you're
5:17not paying, you shouldn't qualify for
5:19the result and definitely not to get
5:21your money back because you're already
5:22not paying. Like I actually like that
5:23condition of the guarantee from a
5:25business perspective because it gives
5:26the worst clients a chance to filter
5:28themselves out, but it still protects
5:30you, the business owner, from having to
5:31deliver on what is categorically the
5:33most difficult type of client. It's a
5:35very smart filter dressed up as a
5:37fairness clause. And in my opinion, most
5:39businesses offering a conditional
5:40guarantee should have the requirement of
5:43payment to qualify for the guarantee.
5:45But of course, keep the contract length
5:47and payment terms realistic for your
5:49industry. There's a lot of ways to abuse
5:50this in in a way that wouldn't be fair.
5:52For example, a 100-year-long contract
5:54term with a 100% money-back guarantee at
5:56the end of 100 years obviously is not
5:58going to impress the mortal humans out
6:00there. But the real problem with this
6:01guarantee isn't the payment conditions.
6:03It's the second condition where things
6:05get really kind of tricky. So the second
6:07condition is to attend 90% of the calls.
6:08And when you read that, your first
6:09instinct is, fine, like, right? I'm
6:12showing up for the thing that I paid
6:13for. I'm paying for support. I will use
6:16it. It sounds reasonable to get that.
6:18But that is exactly what they want you
6:20to think. Because the program does
6:22include a lot of calls. A lot of them.
6:24Like to find out how many, you actually
6:26have to go to a different page in the
6:27contract and read through the
6:29deliverable section. And it's not even a
6:31count on how many calls you get, and not
6:34even all the calls are numbered. It's
6:35not like five calls on ads, five calls
6:37on dealing with seasonality. Instead, it
6:38is in a format that makes it very
6:40difficult to figure out how many total
6:42calls there really are. So some are
6:44Monday through Friday, some are
6:45bi-weekly, others are quarterly, and
6:47some are up to X amount of times per
6:50year on undisclosed days throughout the
6:52year. And I want to highlight that in
6:53the contract, it actually says up to
6:55several times. And all of this amounts
6:57to it being almost impossible to
6:59calculate exactly how many calls you
7:01need to show up to qualify for the 90%
7:04of calls that you need to show up to if
7:05you want to get the guarantee. But if
7:07you take the time to run through the
7:07math and just do it based off of
7:09everything that the contract includes, a
7:12rough estimate includes roughly 568
7:15calls over the year. That means you need
7:16to attend 511 of them to qualify for
7:19this guarantee. That is 43 calls per
7:21month every single month for an entire
7:23year. That is more than two hours per
7:25business day on call every business day
7:28of the entire year for 12 months
7:29straight. And if you were a business
7:30owner running an actual business, you
7:31know you're not doing any of that. And
7:33they know that you're not doing any of
7:34that, which is kind of the point. Which
7:35means the guarantee that they have that
7:38they're marketing costs them nothing to
7:39deliver on. It's basically fluff. And
7:42I've talked to multiple people inside
7:43this actual business, both in the sales
7:45and the fulfillment side, and I can
7:46confirm that this has never actually
7:48happened for a single customer as far as
7:49the the three individuals that I asked
7:51are aware. So that's the game that
7:53they're playing. Impractical guarantee
7:55to redeem, which still sounds realistic
7:56enough when discussing the sales process
7:58because prospects will logically skip
7:59over it. 90% of the calls, yeah, I'll
8:01show up to the calls, no problem. But it
8:02definitely works. Now, let's look at
8:04another guarantee that also technically
8:07works to never pay out to the customers,
8:09but it does not sell well at all. And
8:11this is a year-long program just like
8:13the last one. But this one is only for
8:14several thousand dollars total for the
8:16year. And so it's aimed at very new
8:18business owners and promises to get them
8:20leads through cold outbound. And I'm
8:21going to walk through the conditions one
8:22by one because the details in this one
8:24are what make it so bad. Like it is
8:26actually hilariously funny as the
8:28further you go down. So to qualify for
8:30this guarantee, here's what you get. You
8:31get 6 months of coaching. So if you're
8:32trying to redeem this, you just get more
8:34of what doesn't work already. But you
8:35also get a full cash back refund, which
8:37is cool, and a thousand-dollar cash
8:40bonus. Now, when you see that
8:41thousand-dollar cash bonus, when you see
8:43that extra rack given to you on a silver
8:45platter, that's when it gets juicy.
8:46That's like, holy smokes. What a willing
8:48consumer wouldn't do for a free thousand
8:50buckaroos, you know what I mean?
8:51Especially in writing, this is a legit
8:53contract. They're smelling the money.
8:55They're like, yeah, I'll do anything to
8:56potentially have the chance to be
8:58guaranteed an extra thousand dollars.
8:59Can I get the the Vince McMahon meme
9:01edited over this?
9:05The one where he's sniffing money. You
9:06know those GIFs?
9:08The the WWE guy? Vince McMahon?
9:12Mahome. Who the hell is Mahome? I don't
9:14know. That's the guy, right? Is it
9:16McMahon? Vince McMahon. The former CEO
9:18of the the
9:20Give me that guy.
9:23It is very telling of this company and
9:25the level of sophistication that they
9:26expect their prospects to be at is all
9:27I'm saying. And you would think that it
9:29works. But here's where we get into the
9:3110 condition requirements to actually
9:33get those 1 million pennies that they
9:35offer for free, right? And first off, 10
9:36is a lot of conditions, right? So we're
9:38going to try our best to whittle it down
9:39to just one and two. If I'm reviewing
9:40these, being critical of like, what we
9:42could actually change this guarantee to
9:44be without losing the substance while
9:46still being far more fair to the
9:47consumers. So the first one is you
9:48haven't signed at least 10 paying
9:50clients. This really shouldn't be a
9:51guarantee requirement. It makes it seem
9:53like a hoop to jump through. Instead, it
9:55should be in the above paragraph listed
9:57as part of what you get. So, you are
9:59eligible for a full refund plus $1,000
10:01additional payments made to you if you
10:03have not signed at least 10 paying
10:04clients. Granted, you meet the following
10:06conditions. Immediately, we're removing
10:08one of the conditions from the program,
10:09making it more simple, making it easier
10:11to qualify. Next, 180 days must lapse
10:13before you can claim anything. So, if
10:15you have to wait 6 months before you're
10:17even eligible for anything, like most
10:18people have forgotten what they bought 6
10:19months ago, especially ones that haven't
10:21seen results by that point, right? They
10:22just kind of drop it. And so, this is
10:24actually not that bad. It's good to set
10:26realistic expectations for outcomes. Say
10:28it takes 6 months. I actually think keep
10:30it, but let's also stuff it in the first
10:32one, in the above paragraph, so it
10:33doesn't seem like a condition, but
10:34rather a description of how the
10:36guarantee works. Eight conditions left.
10:37We're on the right track. Attend at
10:39least 16 Q&A sessions within 100 days.
10:42Now, if we're looking at optics of how
10:43this reads, first I wouldn't call them
10:45Q&A sessions. My immediate thought as a
10:46consumer is if I need 16 Q&A sessions
10:50after going through tons of the video
10:51modules that I just paid for, how good
10:53were those video modules that I just
10:54paid for, right? It's not great for
10:56optics. But, this condition is actually
10:58pretty easy to abuse by a consumer as
11:00well, the way that it's laid out,
11:01especially if you have lots of Q&A
11:02sessions. If I was a consumer trying to
11:04abuse this guarantee, what I would do is
11:05I would just do all the 16 in the very
11:07last few weeks of the program without
11:08having participated in the first half of
11:10the program to actually get use of those
11:11Q&A sessions and just cash in the
11:13guarantee. So, instead, I recommend
11:14having a monthly / weekly minimum. For
11:17example, require attendance of 75% of
11:20the weekly strategy calls. It's only
11:21three extra calls in bracket. By the
11:23way, do you see what I did there? With
11:24the 75% cuz we're taking it from the
11:26last the last offer?
11:29Do you like that one? We can learn from
11:31other businesses here. Do it ethically.
11:33No?
11:34So, in practice, it's just three extra
11:36calls. They do 19 calls if you do 75%
11:39instead of the 16 that the original
11:40contract is asking for. But, what it
11:41does actually is it forces consistent
11:44participation throughout. And show up to
11:4675% of the weekly coaching calls sounds
11:49reasonable on a sales call instead of
11:51stack all of your calls at the very end.
11:53Next condition, make the payments on
11:55time. That one's reasonable, keep it for
11:57all the reasons we've already discussed.
11:58So, now we've got the guarantee lined
11:59out to just this. You are eligible for a
12:01full refund plus $1,000 additional
12:04payment made out to you if within 180
12:05days, you've not signed at least 10
12:07paying clients. Granted, you meet the
12:08following conditions. One, make all
12:10payments on time, makes sense. Two,
12:12attend 75% of weekly coaching calls. If
12:14you're pitching this on a sales call,
12:16those are the two easiest conditions to
12:17meet. No question that any prospect is
12:20going to have a problem with that. Next,
12:21let's keep going cuz they got a whole
12:22bunch more crazy conditions. Every sales
12:24call recorded and tracked using their
12:26sales process. This is a classic gotcha,
12:27don't recommend it. If your call
12:29recorder glitches once, suddenly you're
12:30disqualified and you won't find out
12:32until months later when you try to
12:33redeem that guarantee that you were
12:35missing a single call. It's not nice to
12:36the prospects, you should probably cut
12:38it. Next, the offer must be audited by
12:40their team. This basically tells the
12:43client that they have to change their
12:44business and their offer before they can
12:46even qualify for the guarantee to some
12:48undisclosed
12:49offer structure that they may or may not
12:52agree to. It's a sales call killer.
12:54They're going to press you on the
12:54details and you're not going to have a
12:56lot of compliance with it. Cut it. Next,
12:58complete all foundational modules. This
13:00is probably just watching videos, easy
13:02enough, but it just adds words to the
13:03contract. Cut it. If it's not essential,
13:05cut it. Next, if you're under 10 clients
13:07by day 120, you must email them to
13:10request further support. This is a big
13:12one because it tells you that real
13:13support doesn't kick in until you've
13:15been struggling for months. Like there's
13:17almost no other way to read that. And
13:18when I saw this as a consumer, I just
13:20laughed. I immediately understood that
13:21there was no way to actually get the
13:24support that you're looking for. This
13:25screams poor optics. Cut it. Next, send
13:281,300 cold emails per day Monday through
13:30Friday. This is this is just crazy.
13:31Email deliverability, software problems,
13:34things that are completely outside the
13:35client's control, any kind of technical
13:36glitch, and you're immediately
13:37disqualified. Anyone that's serious and
13:39has done any kind of business online
13:41knows that the guarantee is bogus at
13:42this point. Last one cuz they got to
13:44really hit it home. Send 500 cold DMs
13:46per day across LinkedIn, Facebook, and
13:48Instagram equally. So, Instagram and
13:50Facebook will outright ban your account
13:52for sending that much of volume of
13:54identical messages. I don't even know
13:56how the owners of this business didn't
13:57think through this, but like you
13:58literally can't send this this many
14:00messages. You're disqualified through no
14:02fault of your own by the instructions
14:04they give you in the guarantee.
14:05Obviously terrible. Now, there are
14:07people that will sign this contract
14:09without even reading it. They'll just
14:10pay the money and and hopefully they get
14:12the contract before they have to pay the
14:13money so that they know what they're
14:14getting themselves into. But, obviously,
14:16there's a lot of bullcrap in this
14:17conditional guarantee. And this business
14:19probably thinks that their clients are
14:20not smart enough to see it. But, I can
14:21almost guarantee this business that
14:23reducing these conditions on the
14:25guarantee to make it more simple, just
14:26the two that we recommend, will actually
14:28make them more money by converting
14:30audiences that do want some guarantee
14:32can see through this one, which I I hope
14:34everyone can. And even if they do pay
14:35out one or two people here and there
14:38with this more loose guarantee
14:40structure, I can practically guarantee
14:42you that this business will make far
14:43more money because of it since it comes
14:45across much nicer, much more
14:47approachable in the sales call. And I
14:48only say this cuz I have had a wide
14:51variety of guarantees and conditions in
14:52my business. So, now let's talk about
14:54what we're actually running. Over the
14:55last few years, we've tested a lot of
14:56different guarantees and the conditions
14:58behind them. Some were terrible, I'll be
15:00honest. I'm surprised my COO let them
15:01leave the office. And some of them
15:03worked so well for us that they're
15:04responsible for scaling our company to
15:05multiple millions of dollars per month
15:07like we make today. Now, the first
15:08guarantee I ever ran was a million view
15:11guarantee, which is actually the one
15:12that we still offer today. But, the
15:13conditions behind it look completely
15:15different. So, when we started the
15:16guarantee was a million views in 1 month
15:18with the condition that you had to post
15:1915 videos, and that's kind of it, which
15:21sounds nuts saying it out loud right
15:24now, but it wasn't made up. It was based
15:26off of our first few clients where I
15:28personally worked on their accounts and
15:29every single one of them hit a million
15:32views in less than 15 videos in less
15:34than a month. The first one actually did
15:35almost 10 million views in his first 15
15:37videos. It's crazy. And the problem with
15:39what we have now isn't that we can't
15:41deliver on that outcome. The problem was
15:43that the program length didn't line up
15:45from when we were selling a small focus
15:47group to mass market now. One month was
15:50just way too compressive of a timeline
15:52for average people. They couldn't keep
15:53up with what was required. And so, if I
15:55wanted to open up my business and serve
15:57a broader range of business owners, not
15:59just the ones that, you know, I
16:00personally selected that were killer
16:01business owners that could sprint, I
16:03needed to extend the timeline to make
16:05this work for everyone. So, we went from
16:061 month to 2. Few months later, we went
16:08to 3. Two months later, we settled on 6
16:10months for those deliverables because
16:11only the most driven people can do
16:13everything required in a single month,
16:15but some people could do it in two. Many
16:17of them could do it in three, but
16:18everyone who is serious can get this
16:21done in 6 months. And the ones that
16:22can't get it done in 6 months probably
16:24can't even make it to the finish line
16:25anyways. And it turns this whole thing
16:27into a marathon. The best ones can still
16:29sprint through it. Like we have clients
16:30hitting a million views in their first
16:31week, sometimes in their first day of
16:33posting. It happens. But, it also
16:35doesn't leave behind people who need a
16:37longer term to do so. And because of
16:39this longer timeline, higher price that
16:40we were charging, we had a thought, what
16:42if we increase the number of views that
16:44we guarantee? So, we tested this. We
16:45went from 1 million views guaranteed to
16:4710 million views guaranteed within that
16:496-month time period. And it was largely
16:50because we just thought we needed to
16:51like do more because we're charging more
16:53and it's a longer time horizon. And we
16:55know we can deliver on it. However, the
16:57exact opposite happened for our
16:58business. So, having 10 million views in
17:01the contract in writing seemed too good
17:03to be true to most of our prospects. And
17:04it made the prospects question the
17:05validity of the entire guarantee and our
17:07entire business because we were able to
17:09put that in writing. Sounded crazy. It
17:11actually decreased the amount of
17:13business that we were doing. Plus, we
17:14verified this with marketing on split
17:16test that the guarantee language for a
17:17more realistic outcome, 1 million views
17:20as opposed to 10, performed better. So,
17:22we reverted back to the million views we
17:23guarantee now despite our average client
17:25outperforming those numbers by miles.
17:26Another lesson that simply offering more
17:28in a guarantee isn't as useful as making
17:30the guarantee aligned with what the
17:32customer expects. So, a lot of back and
17:34forth on testing. This is the current
17:36version of the guarantee that we have
17:38right now. The conditions are very
17:39simple. Make all payments on time, post
17:4130 videos for 6 months across all
17:43platforms using an editor from our team.
17:45That's it. But, let's break this down
17:46line for line cuz there's a bunch of
17:48stuff that we're actually doing here.
17:49So, first, posting 30 videos per month.
17:51This is what our clients are here to do.
17:53Like it's it's what they want anyways.
17:55It's not hard to get them to commit to
17:57having a lot of content posted because
17:59that's what they're hiring us for. Next,
18:01we have the words per month. So,
18:03consistency is important here. Posting
18:05100 videos one month, zero the next,
18:07gets inconsistent results. The platforms
18:09don't like it when you just spam out
18:10content. So, it is aligned with industry
18:12best practices, but it also enforces
18:14consistency with our clients. Next,
18:16edited by a viral coach trained editor.
18:18So, we're a staffing agency and we can
18:20provide an editor that's trained on our
18:21best practices, or they can just take
18:23our in-house editor complimentary and
18:25get the work off their plate. Either
18:26way, this is so that we can control the
18:28quality of content that is being posted.
18:30And also, to make sure that they use our
18:32services, either staffed editor that we
18:33can staff for them or the complimentary
18:35in-house editing that we provide. We
18:36don't want you going off on the rails
18:38and doing whatever that isn't approved
18:39by our team. We QC everything, make sure
18:41the clients aren't posting low-quality
18:43content that would ruin engagement
18:44otherwise for them. Next, we have six
18:46consecutive months. Again, doubling down
18:48on consistency here, especially if
18:50you're trying to accomplish a goal of
18:51getting a million views on social media
18:52starting from scratch. This is where a
18:54long enough time window allows for
18:56success. So, even if someone is using a
18:58camera for the very first time, even if
19:00they're terrible at delivery on their
19:02very first video and they can't speak
19:03straight and they're very nervous, they
19:04still have plenty of time to correct
19:06those bad habits and enough consistency
19:08to build momentum on social media with
19:10those 6 months. Then, we have the words
19:12on all major platforms. It should always
19:14be in the best interest for the client
19:15to have the most amount of
19:16opportunities, so we require them to
19:18post on all platforms. If one client
19:20wants to blow off all the platforms and
19:22only post on Instagram, this prevents
19:24them from being able to get away with
19:25that, and it makes it easier to
19:26accomplish the guarantee because you
19:28have more distribution, which at the end
19:29of the day is what the customer wants
19:31anyways. And then, the last one, we have
19:32a little sub paragraph here that we
19:34acknowledge that purchasing traffic,
19:36followers, engagement through
19:37third-party services or agencies will
19:38nullify the guarantee. This is specific
19:40to our industry, but you'll have
19:41something similar in yours where you
19:42just want to have a catchall of
19:44something really heinous that the client
19:46could do that would nullify all of your
19:47work, in which case, obviously, the
19:49guarantee doesn't apply. Now, when you
19:50break down the math here, the clients
19:51only need 5,500 views per video to hit
19:54the guarantee they're posting across all
19:56platforms. And if I'm being honest, the
19:57highly motivated clients blow past this
20:00guarantee before we're even halfway
20:01through the program. On average, we have
20:02about 15.5 million views 3 months in.
20:05So, you can still deliver way more than
20:08you guarantee, which is just a million
20:09views here, which should actually always
20:11be the goal anyways to over deliver, but
20:13it needs to sound very attractive before
20:16they become clients and also control for
20:17the people that make the most difficult
20:19kind of clients by asking them to do
20:21work that is reasonably required to get
20:23some kind of results. The real sweet
20:24spot here is because we don't ask for
20:26too much, but it still sounds good and
20:28we can deliver way more than we ask for.
20:30But the million view guarantee isn't the
20:31only one that we have. It's honestly not
20:33even the most powerful one that we have
20:34because the second guarantee that we
20:36have solves a completely different
20:38problem. And despite everyone having
20:40experienced this guarantee in other
20:42industries, I almost never see it in the
20:43service space, which I think is a
20:44massive missed opportunity. So, the
20:46second guarantee that we offer is a
20:487-day money-back guarantee. And this is
20:51huge because most sales calls aren't
20:53lost to a client saying, "I don't want
20:55to work with you." They're lost because
20:56the client postpones the decision. The
20:58client says, "Let me think about it." or
21:00"I'm not 100% sure yet." or "I need to
21:03talk to someone first." But those aren't
21:05really objections, they're just
21:06hesitations. And hesitation, left alone,
21:09almost always unfortunately defaults to
21:10a lost sale. So, this 7-day money-back
21:13guarantee, the 7-day trial, turns that
21:15hesitation into a reason to start. The
21:18reason why they should give you a shot.
21:20Here's how it works. Instead of asking
21:21someone to commit to the full program up
21:23front, which most sales calls do for
21:25service agreements, we just ask them to
21:27put a small deposit down and show up to
21:29one call within the first 7 days. That's
21:31it. If they don't love what they see,
21:32they get all of their money back, no
21:33questions asked. Now, this 7-day
21:35money-back guarantee flips the script on
21:38that indecision because when a prospect
21:39is on the fence, their default move is
21:41to do nothing and to not risk change.
21:43But this offer changes that dynamic. It
21:45makes saying no on the sales call now
21:48mean actively choosing to walk away from
21:51something that is completely risk-free.
21:54That is a much harder decision than to
21:56just say, "Sure, let me just think about
21:58it for another week." which is exactly
21:59what they do in the trial period. At the
22:01same time, our team gets to work
22:02immediately building out a fully
22:03customized program for that client. By
22:05the time the 7 days are up, they're not
22:07just thinking about what they might get,
22:09they are already seeing real progress
22:11from the team happening for them. And so
22:13then, at that point, 7 days in, it
22:15actually feels like a bigger disruption
22:18to stop. The momentum is already started
22:19and and most people don't want to lose
22:21momentum. Again, because they default to
22:23indecision, this time it's not deciding
22:25to continue cuz it's already moving,
22:26it's them having to decide to quit,
22:28which is difficult. And that is what
22:30makes the guarantee so powerful. It is a
22:32psychological shift in how the
22:34decision-making process feels for the
22:36prospect. Because now, with this 7-day
22:38trial, getting started becomes the path
22:40of least resistance for the prospects
22:42when structured correctly. Now, one of
22:43the most useful things about this
22:44guarantee is how versatile it is. Nearly
22:46every single common objection we hear on
22:48sales calls can be answered with it.
22:50Someone says, "It's too expensive."
22:51Well, you only need to put down a
22:52deposit to see how it works, not the
22:54full amount, and then you have a full
22:56week to see what the ROI could be for
22:58you. We'll map it out." Because most of
23:00the time, the budget objection isn't
23:01really about money, it's about
23:02uncertainty of a return. And so, this
23:03guarantee removes that uncertainty while
23:05letting them experience the value
23:07firsthand. You also might get the "I
23:08need to talk to my business partner, my
23:09CEO, spouse." No problem. Instead of
23:11trying to re-explain this entire sales
23:13conversation secondhand to someone who
23:15wasn't here, let me just help you bring
23:17that person to the first meeting where
23:18they'll map out the strategy and start
23:20making real progress for you. Let me
23:21help you demonstrate the work to them
23:23instead of just hypothesizing about it.
23:25Or if they say, "I'm not sure it's a
23:26right fit for my situation." Perfect. I
23:29wouldn't expect you to. You haven't
23:30actually seen the program. That's
23:31exactly what the first week is for.
23:33Whatever specific concerns they have
23:35will be directly addressed by the
23:37account manager who actually does the
23:39work for you. You should talk to the
23:40person that's going to be working with
23:41you. And if you don't see what you're
23:42looking for with that person, you get a
23:44full refund. Or if they say, "You know,
23:46maybe the timing's not right right now."
23:48Perfect. The 7-day window doesn't even
23:49start until you say you're ready. So,
23:51you can commit today, put a deposit
23:53down, go on vacation, deal with a busy
23:55season, just need a couple of weeks,
23:56whatever. We will hold your spot. Our
23:58team can start wrapping in the meantime,
24:00and then the clock starts when it makes
24:02sense for you. And this way, even if a
24:04small percentage of people do want back
24:06out and they use the refund, they get
24:09all their money returned to them, we
24:10still win. By dramatically lowering the
24:13barrier to entry to work with us, we
24:14bring in far more new clients than we
24:17potentially otherwise would have, even
24:19after considering the delivery cost and
24:21refunds associated with it. Because the
24:22few that do refund out and leave don't
24:24even come close to offsetting the many
24:27clients that stay and who likely
24:29wouldn't have even been in the program
24:30in the first place if we didn't have a
24:32trial guarantee in place. And so, in our
24:34case, that difference translates to
24:36hundreds of thousands of dollars a month
24:38in additional revenue. Now, the
24:40disclaimer on this trial guarantee
24:41before you run it is that you actually
24:43have to be really good at delivery in
24:45that first week if you expect to keep
24:47the client. There is absolutely a
24:48potential, just as a warning, for this
24:507-day guarantee to backfire in your
24:52company and actually lead to more people
24:54backing out than you previously had,
24:56especially if people get into the
24:57program and experience an inferior thing
25:00than what they were sold on the sales
25:02call. It only works when your sales
25:03process is honest and well-aligned with
25:05the deliverables that you can actually
25:06fulfill on. And so, both of the
25:08guarantees that we have right now work
25:10together. The 7-day guarantee gets
25:12people in the door, the million view
25:13guarantee keeps them committed once
25:15they're inside. It's the combination of
25:17the two that makes our guarantee process
25:19so successful. One removes the fear of
25:21starting, the other removes the fear of
25:23failing. And when you can eliminate both
25:25of those for your prospects, the sale
25:27becomes inevitable. Now, if you thought
25:29this video was helpful, the only thing I
25:30ask, and I almost never ask this, is
25:33just to copy the link of this video,
25:34send it to one other person. Either send
25:37it to the person to help them keep from
25:39getting gotten by bad guarantees or help
25:41them make a lot of money with a
25:42conditional guarantee added into their
25:44business. It would mean the world to me
25:45if you could just help one more person
25:48be successful because of this video.
25:50Thanks for watching.