Which guarantee would you value most:

1) zero up-front risk (when you only pay after we fulfill our guarantee)

RISK FREE

2) legally guaranteed and fully insured (like secured by taxpayer funds or by collateral plus down payment and promised installments with interest)

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3) 100% money-back guarantee (you qualify for a legally-guaranteed full refund, voided only by the other party filing for bankruptcy protection)

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Investors:

To request that we contact you about investment programs with guaranteed profits (providing you higher returns than bonds or annuities from an insurance company), click here: “I will gladly give a share of the profits to the manager of an investment fund for the gains that they have already produced for me.”

 

Business owners:

To request that we contact you about our zero risk marketing programs, click here: “I will gladly give a commission to a marketer for the business that they have already brought me.”

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If you are a small business owner, you may already know the huge difference between throwing money at marketing and selectively investing in a strategy that clearly produces a measurable increase in profits. Marketing is the art of presenting content in a way that efficiently produces a specific result. So, if you value guaranteed results, then you will value guaranteed marketing, right?

 

However, all guarantees are not equal! For most of the 1990s, I worked for a company that had a 100% satisfaction guarantee that worked something like this: “if our service did not work to your full satisfaction the first time, then you can get the same service again at no additional charge!”

Frankly, it was a much better guarantee than what a lot of the competitors were offering. However, it was not a guarantee of a partial refund (or even a full refund). It was just a quality guarantee.

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Some quality guarantees are really nothing more than an option to exit from a long-term contract (specifically, in the event that the service is not meeting a specific guaranteed target). In other words, you won’t have to keep paying for it even when it is clearly not working. That’s not really much of a guarantee either, is it?

 

Many people are not taking the time to find realistic guarantees. They just want enough comfort and confidence to take a particular risk. They know it is still risky. They just need enough reasons to place their hope and their trust in a particular option.

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But even when a huge insurance company like AIG offers thousands of money-back guarantees (like when selling investment annuities), there is still risk. If the company takes a lot of big, bad risks (which AIG and many other insurance companies have done), then they can only pay their debts if they have the funds to do so. Plus, even if they have the funds to pay all their debts, they can still file for the protection of bankruptcy laws so they can delay or reduce the repayment of all of those unrealistic money-back guarantees.

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So, I invite you to raise your standards even higher than gambling on unrealistic money-back guarantees. Investors may be quite correct in thinking that AIG’s investment annuities are managed by people who are taking speculative risks more selectively than the average mutual fund manager. But the speculative investments that AIG was making may have been quite aggressive or even desperate. Also, while it is a fact that most mutual fund managers have relatively little incentive to be highly selective in their speculative investment choices for their investing clients, that does not mean that giving money to AIG to use for their more selective gambling is somehow magically not gambling.

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AIG took some massive risks and sustained some massive losses. In the same time period, most mutual funds lost only 30% or 40% of their prior value. However, what if you had much better options than either massive losses or losses that were merely very large? What if you selectively targeted excellent opportunities (based on uncontroversial calculations of the best risk rather than just on unrealistic presumptions of low risk)?

If you are the sole owner of a business, then owning your business is basically the same as owning 100% of the stock of a single company. So, which would you prefer: a very small marketing budget or a very profitable marketing budget?

A perception (or presumption) of low risk does not make an investment option smart. Likewise, the cheapest or easiest marketing strategies might not be the best ones. In particular, doing the same kind of marketing that your competitors have already been doing can be a waste of money and of time.

Are you merely chasing market demand or actually building your brand? Does your marketing strategy target setting your company apart from your competitors? Does your marketing effectively attract high-quality prospects who are willing to pay the prices you are asking? What if your brand was so highly valued that people were willing to pay even more than your current rates?

Not only do I help companies create short-term marketing campaigns, but long-term branding strategies. In many cases, I target partnering with companies that are willing to offer me a share of the business that I generate for them (residual commissions). However, I cannot and will not do that unless I consider the promotion of your business to be the most valuable investment of my time.

So, I target finding businesses that have past clients who are willing to give powerful testimonials (typically, by phone or webcam). Most businesses either do not have concise, effective testimonials presented powerfully or do not have enough publicity to bring the relevant audience to those testimonials. I can help with both of those two issues.

In some cases, I will even take the risk of doing it with no up front out-of-pocket cost to you. You would literally have zero risk.

To request that we contact you about our marketing services, click here: “I will gladly give a commission to a marketer for the business that they have already brought me.”


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