They don't show menu items or talk about low prices. They show people smiling and sharing stories. Once you understand what customers buy when they do business with you, you can articulate this result in your guarantee. To illustrate, I'll tell you how I created the money- back guarantee for my business, Guaranteed Resumes. When people look through the Yellow Pages or the Web for a resume service, they're not doing so because they want to buy a resume.
Nobody wants to buy a r sum , just as nobody wants to buy a coffin, or a filling for their teeth.
But everybody wants a better job. And everybody wants results. So I created my guarantee accordingly. I looked at my strengths and found that my experience reading r sum s and hiring people in previous jobs I'd held, coupled with more than a decade of writing and editing for publication, gave me a unique edge over other resume writers. My resumes spoke directly to employers who read resumes and hire people, because I used to do the same thing.