I remember hearing, a few years back, about a local real estate agent that was offering a crazy guarantee.

He said, “If I can’t sell your house in 90 days, I’ll buy it myself.”

I wonder how many houses he ended up buying.

Zappos, has a 365-day return policy on shoes. They even pay the shipping costs to ship the shoes back to them. Buy them, stick ’em in your closet for next Christmas, then decide that you don’t want them? No problem. Send em back.

Now think about that and how you could apply something similar to your own business or service.

Can you guarantee I won’t wait any longer than 15 minutes in your waiting room?

Can you guarantee that my meal will be on the table in less than 15 minutes after ordering?

Can you guarantee that my pizza will be the best damn pizza in town with the toppings piled over two inches high?

My advice: Figure out how you can make a real statement about your product or service. Make a statement so big and bold that the consumer will actually believe it.  And of course, but most importantly, be sure you can back it up.

See, here’s the thing. A guarantee isn’t powerful because of the guarantee itself. A guarantee is important because of the confidence it projects about your product or service to your customers.

What a guarantee actually says is, “I’m so confident in what I’m telling you that I’m going to put my money where my mouth is.”

People don’t order your 30-minute-or-less pizza expecting to get a free pizza. People order your 30-minute or-less pizza expecting it to show up in 15 minutes.

Get it?

They’re just hungry.