by Daniel Lemnaru
There are mainly two types of guarantees used by the web hosting companies:
1. the and
2. the uptime guarantee
The reason they offer them is simple. It’s a very wise and effective marketing technique. Meaning what? Meaning that the ultimate reason for them giving these guarantees is that they will bring them more clients and thus more money. Don’t take me wrong, I have nothing against that. It’s just that we have to know the reason to understand the behavior.
Take the money-back guarantee for example. It’s definitely not a promise made by web hosting companies alone and most services/products come with a guarantee of some kind. Almost every time the guarantee is there to make you say: I’ll buy this! After all, it’s guaranteed!
This whole technique is known as “risk reversal”. Way back when no one (or very few companies) guaranteed anything about their products, marketers realized that there was something that stopped clients from buying freely (especially impulse buyers). It was the risk involved in any purchase that was made! When you buy anything you make a deal. With no guarantee, you risk everything in case the service/product doesn’t make you happy. The seller on the other hand, has nothing to lose.
A shifts the whole risk, or a part of it, back to the selling company. The most generous kind of guarantee is the “no questions asked” . Nothing beats that except a “no questions asked”
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