Karl Dennis - Killer Copywriting - 7 Chapter Seven


These days people are suspicious, and rightfully so. The Internet has allowed for a great many leaps and bounds in modern society, however, this has also allowed it to be used for both good and evil. Spammers and scammers being the latter. With the evolution of people inventing new ways to con people, people have become far more suspicious of claims online, and rightfully so. They’re especially suspicious when they don’t know the person making the claims on the other side of the screen.

As I said in the beginning marketing is a tool that can be used for good or bad, and sadly many people use it the wrong way. This isn’t your fault, but it is your responsibility when approaching your copy to take this seriously. There are a few ways to help put people’s minds to rest when providing them with a solution to their needs.

You need to provide people with a happy way out


You should do everything within your power to help keep a customer happy. Sometimes, however, this just isn’t going to happen. If a customer requests a refund, you give it to them, plain and simple.

Before making a purchase most customers consciously or subconsciously wonder about the ‘what if’s’. One of the biggest ones being “What if I hate this product/service?”

Show Them The Way Out.

The best way to save this from becoming an issue is to be a decent person and provide them with a way out of that door.

If you struggle to come up with the strongest possible guarantee you can think of to help put a customer’s mind to rest, you should seriously reconsider your product (for the moment) until you have a firmer understanding of it.


The “money back” guarantee is the most common and always the most requested guarantee you can provide.

Next Simplest

Second most common is the promise of it being ‘hassle-free’. This is usually termed as a “no questions asked” guarantee.

More Complex

Since this isn’t about being lazy and it is about giving them as much assurance as possible some of my favourite guarantees go above and beyond for the reader/customer by providing more than they originally were offered should they decide to request a refund. This can be abused sure, but at the most, it will be rare, and this rarity of risk for you hardly outweighs the security you provide for them.

The Mac Daddy Guarantee

If you wanted to take it a step further, you could. You could offer the same guarantee based on results.

For example: “If this eBook doesn’t instantly double your copywriting returns not only will I offer you a 100% no questions asked money-back guarantee, I’ll also give you a copy of any other book to the value of $47 absolutely free. I’m that confident that I can help you, I’m willing to bet the $47 on it.”

Be bold. Really bold. It’s typically rare that a refund is called for anyway, but if it is you honour it. Reputation is everything, and one upset customer is a lot louder than a happy one.

The Creative Guarantee

Alternatively, you could get creative and have a little fun with it. Who says guarantees need to be serious.

“If this ebook doesn’t delight your senses simply send me an email with the word refund and your address and I’ll send your money back and will personally order a book from amazon on the topic and send it to you along with a handwritten thank-you note.”

Be creative in sharing your love and kindness and people will appreciate you for it.

The Guarantee Time-frame

Don’t be afraid to offer an extended guarantee also. 30 days, 60 days, 12 months. Think about what you are comfortable with, and then add 20% to it. That’s the right number.

What to do with this information? My advice is to think about what you could offer them to thank them for their business even if it doesn’t work out it’s not personal, you want to thank them for trying and often this will be so well appreciated you won’t burn the bridge based on a bad sale. They will likely come back. At the very least they don’t talk sh*t about you to everyone they meet in a rage of blind fury. Fingers crossed.

If you sell ebooks (like this one), try offering a money-back + a book of their choosing as your guarantee. This way if they do hate your book then worst-case scenario you tried your best to give them something they did like (and their money back) so they didn’t lose out in the end before they went on their way. A good reputation is a long, arduous journey, but a bad reputation happens in seconds.

You get the idea. The possibilities are endless. One rule stands strong in all cases, and that is:

Treat all your customers with respect because karma can be a real ruthless meanie sometimes.

Click here to read Killer Copywriting: Chapter Eight.

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