Face facts. The market place is ambivalent - even apathetic about purchasing anything (especially major purchases), and people are often paralysed by the fear of making a wrong decision.
If you can overcome your prospect's fear and reluctance towards making a decision, you will go a long way to generating more sales. 
You do this by guaranteeing your product and assuming the risk yourself.
Look at any web based marketing copy and you will see that the risk is all on the seller. You can buy the product, use it for maybe a year and still return it, while keeping all the bonuses!
While there will be a percentage of people who return product, it is typically around the three percent mark, if that.
Some points to note:
The longer the guarantee and return period, the less likely it is that you will have product returned.
If you ship physical product that needs to be returned in a saleable condition, you will dramatically reduce the number of returns as people can't be bothered going through the hassle of packing it up and sending it back.
Exercise:
What risk reversal strategy can you come up with for your business?
If you'd like to get some feedback on what you're risk reversal strategy is, by all means send me an email on This e-mail address is being protected from spambots. You need JavaScript enabled to view it
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