Daniel FazioCo-Founder of Client Ascension & ListKit

Why Beginners Need to Use Guarantees

16 Aug 2023 · 0 min

Watch on YouTube

0:17

Short excerpt from a YouTube video (Daniel Fazio) arguing that guarantees are more necessary for businesses or sellers who lack social proof. He explains that customers prioritize avoiding loss over seeking gains, so guarantees help reverse perceived risk; if you have no case studies or social proof, you need a guarantee.

The necessity of a guarantee is inversely proportional with how much social proof you have. Because what does everybody actually care about? They care about not losing money. It hurts to lose a hundred dollars more than it feels good to gain a hundred dollars. So what people are looking for is to reverse the risk. They want it to not be risky. So if you have a zero case study, need a guarantee.