Potential buyers are going to be wary of purchasing from you. Even if you are a rock star in your field, they still will want to know if there is an "escape clause" in your offer. They want to know if they can get their money back if you disappoint them.

So when you ask for the sale, it is very important that you mention the guarantee.

You have two goals with the guarantee:

* Totally reverse any risk that the buyer might face
* Demonstrate your complete faith in your product.

Have No Fear

So make it a fearless guarantee - something over-the-top, like a 200% refund, or allow refunds to be given up to two months after the purchase date.

By giving a fearless guarantee, you will actually increase your overall sales - even with the additional cost of the refunds. And don't worry about cheaters - sure, there will be some people who will download your product and put it to use, then demand a refund.

But you'd be surprised at how infrequently those people come along. In fact, most people will not return your product or ask for a refund, even if they are disappointed...they just won't buy from you again.

And there are other ways of removing risk for the buyer that don't involve giving money back. Think about these:

* Warranties
* Free support
* Your personal phone number or Email address for direct access to you
* Discount
* Free trial

What If They Really Ask For A Refund?

Of course, some people are going to ask for their money back. Respect their refund request and give them their money back, without demure or delay.  But then then immediately offer them something else. That's right.  Offer them something else.

Maybe something at a great discount, maybe something different than what they originally wanted.  It's a long shot that they will buy, but hey, give it a try. What have you got to lose?  They bought from you once, they might do it again.