Seth Godin, thatâ€™s right friends, the marketing wizard has done several speaking engagements that were recorded and uploaded to www.video.Google.com just search for Seth Godin. The Google consulting vide I am speaking of is about 48 minutes and he talks about how Google needs to keep its brand image and that one or two mistakes can ruin their brand image. He mainly focused on his â€œpermission marketingâ€ and not his â€œall marketers are liarsâ€ topic; so the title of the video is a little misleading.
Because consumers do not want to make the wrong decision and waste money on a product they really donâ€™t need or wonâ€™t fulfill all their needs for their particular situation they are naturally hesitant to buy, especially when it comes to major purchases.
Consumers take all the risk where there are no guarantees, see either the company selling the product takes the risk or the customer does.
Thus if you can overcome this hesitation the consumer has when they come to a buying decision, by offering to guarantee their purchase reversing the risk, you will see a lot more sales. Thatâ€™s a proven fact.