I have no doubt that a lot of people aren’t going to agree with what I’m saying in this article. In fact, I expect to get a lot of negative feedback because of it. However, there is one thing I have learned from 8 years of marketing online and it’s this…if you don’t stick to your guns, you’re nowhere man. Okay, what am I talking about? Well, keep reading and you’ll find out.

Let me start with an example. It should clearly explain what I mean by sticking to your guns. Just recently, I launched a coaching program. It’s closed now so don’t even try to get in. Anyway, I made it very clear on the sales page that there was a conditional guarantee. I explained the condition in detail. If the prospect wasn’t happy with the condition, they didn’t have to get the coaching.

Well, just a few minutes ago, somebody emailed me with a request for a refund. They explained their reasons. Unfortunately, the reasons did not meet the criteria for a refund. Now, I could have been a “nice” guy and refunded the purchase. But if I did that, what would it say about my credibility as far as my word on something? Why would anybody have to believe anything I say if I so easily go back on my word?

While I emailed the person saying that I would “consider” refunding them if I filled the spot, I probably will not. Why? Again, it comes down to credibility. If I say one thing and do something else, no matter what the reason is, my credibility is shot. This way, when somebody purchases something from me and I say “these are the conditions” they better darn well know that I mean what I say.

Like I said up top, a lot of people aren’t going to agree with this. They’ll believe that exceptions should be made. But then where do we draw the line? Let’s take refunds for example.

Your refund clearly states that no refunds are given unless you use the product, show me that you used it and did everything it says and still didn’t make any money.

Now the customer writes to you and tells you that they had a death in the family and they need the money for funeral expenses. While I can sympathize, what does that have to do with the guarantee? Where does it end? My cat died? My pet mouse died and I’m distraught? Where do we draw the line as to a valid excuse?

What if somebody doesn’t use the product at all? Well, that’s not my fault. If you weren’t sure you could use it when you got it, you shouldn’t have gotten it.

In all my years of buying products online, I asked for ONE refund. Why? The piece of software literally didn’t work at all. In fact, it was so fraudulent that I reported it to ClickBank and eventually, that product was removed from the marketplace.

But if I buy something and, for whatever reason, I don’t use it…that’s on me…NOT the product creator.

Again, many people won’t agree with this. That’s fine. You can send your hate mail to any one of my many email addresses that you’ll find online.

In this business, you have to stick to your guns or nobody is going to believe a word you say.

To YOUR Success,

Steven Wagenheim

Have you been going the “learn everything for free” route and not getting anywhere with your marketing? Well, maybe it’s about time that you invested in your education. Too radical for you? Well, check out my products page at http://stevewagenheim.com/blog/products and see if maybe you can’t find something that’s just right for you. It just might mean the difference between success and failure.