In other words, you're turning an assumed service into an assured service in the minds of people. And in this day and age where people no longer have the time to shop around, when they'll need the services of a mechanic your name will pop into their minds instantaneously. This technique is indeed remarkably effective. As shown in the previous example, making the ordinary extraordinary is like turning the assumed into the assured. In fact, there is an immense power behind guarantees, and I love marketing on this remarkable concept.
Some people think that guarantees are outdated, overused, and ineffective.
I know for a fact that that's not true. People not only love guarantees, but as I said earlier, in today's hypercompetitive marketplace you need to stand out like a sore thumb. Guarantees sometimes frighten businesspeople because it involves taking a great risk on the part of the entrepreneur. The possible loss of revenue is indeed a frightening idea for many people. But if you have a good product, have had good experience with it, and believe in it wholeheartedly, guarantees can become powerful weapons in building your business.