Why your offer fails without an irresistible Godfather guarantee

Early in my career I once pitched a client on a marketing package and thought my work spoke for itself—so I didn’t offer any guarantee. He hesitated, we lost the deal, and I was stunned. That night I realized the mistake: I’d made him bear all the risk. So I redesigned my offer around a radical guarantee: “Double your leads in 90 days or I work for free.” It was bold—even I wondered if I was crazy. But within weeks, my phone was ringing off the hook. Prospects who’d dragged their feet came charging back: “I’ll take that guarantee!” Not only did sign-ups soar, but I only had two people redeem the guarantee out of hundreds of clients—both of whom became my biggest raving fans. That moment taught me that a powerful, unbreakable promise isn’t just sales fluff; it’s the cornerstone of trust and the single biggest lever in your offer arsenal.

You start by listing the three boldest promises your product can deliver, then craft a guarantee headline so outrageous that it stops prospects in their tracks. Next, you detail exactly how you’ll make good on that promise—refunds, extra work, whatever it takes—and attach a fast-action bonus that expires soon. Finally, you plaster this guarantee everywhere: your landing page, your email subject line, even the opening of your pitch. Do this and watch the fence-sitters rush to join you.