About this money-back guarantee business

Wherein I give a reader's rationalization hamster some mighty potent pellets: (Re: an email I wrote about why I don’t do money back guarantees) === Hello Mr Settle I'm currently enjoying your contrarian views. Your email on a money-back guarantee struck a nerve. I understand your argument. However, you seem to miss some valid customer concerns. You assume "high quality products" are being advertised. This may be the case for your products but not for other products or services. You assume the products were "honestly advertised". This may be the case for your products but not for other products or services. Some people are very good at marketing and can make a product very attractive. However, the actual product is shit. I have experienced such products and services. I have not always got my money back. You also seem to assume that people are usually dishonest and 'have zero integrity'. If you can have this view why can't potential customers? A money-back guarantee may offer a little security and reassurance. However, I admit that if someone is persuasively advertising a product, then they would use a MBG to lure people. They would then use all sorts of excuses not to honor the MBG. Mr Settle, I still don't know if you are talking shit or if you offer quality products. However, I'll continue to read your emails until I make up my mind about you or until you decide I'm not a potential customer. === Yeesh. Nothing here for you to buy, Spanky. Move along… Here's the thing: Contrary to what this guy and others assume, I am not anti-money back guarantee across the board. There are some circumstances where I not only have used it but would use it. In fact, sometimes guarantees can ramp up sales 5 or 10 or 20 fold with zero low class jack-assery by way of fraudulent refund requests or people just being lazy bums who blame you for their lack of taking action. And I go into great depth about this in the June Email Players issue. Specifically, in the bonus elBenbo’s Lair insert. I also talk about when one probably should or shouldn’t use one. And, one way it ties into what I have dubbed as 6th Generation Marketing Warfare -- something that is changing many-a-subscriber’s business very rapidly, from what I am hearing so far. (The April issue was all about that - and it generated more testimonials than probably any issue in the past 10 years.) For now, I’ll just say this about guarantees: If you have your copywriting chops down right (what the June issue is about) and especially if you use email properly (what the book I send new Email Players subscribers is about)… guarantees are pretty much irrelevant anyway. They aren’t “buying” your needy little guarantee. They are buying YOU. Once they are sold on you, they are far more easily sold on what you are selling. Guarantee or no guarantee. The June issue can help with all this. But only if you subscribe before the deadline today. If you want it, best hurry… Here’s the link: Ben Settle Copyright © 2021 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. PO Box 1056 Gold Beach Oregon 97444 USA To unsubscribe or change subscriber options, visit: