One of my favorite all time books on marketing is "Secret Formulas of the Wizard of Ads". Like I have said in the past — don’t own it, get it (both of them).

While checking my email this morning — it reminded me of something I read in the Wizard of Ads.

"If you are not 100% totally satisfied — we will happily refund your money."

This was the guarantee in the email I received. It went on to say that all I had to do was send them $1999.00 — if I did not have more traffic to my web site, then I could request a refund. They would "happily" give me my money back when I returned the program.

Happily?… yea, I believe that. They may in fact refund my money, but I doubt they will do it "happily."

"I’m sitting at a conference table when a client lays down a large check in front of me. He covers the check with his hand and says; "If I give you this money, what can you guarantee me?"

What if they removed the risk?