This Weeks Idea: Now “this” is a guarantee!

with Neil Godin

Had a meeting this morning. With one of my all time favorite marketing and sales coaching clients. Eric Menard. Master log and timber builder, and proud and humble owner of, a local (Chilliwack, BC) company. Fine Log designs and builds anything (and everything) to do with natural logs and heavy timbers – from bar stools and board room tables, to rustic cabins and massive custom homes.

Hope-Wilderness-Adjust + Crop + Vertical-brighter Fine Log - Harrison job 003 Log picnic table

Examples of Eric’s work at 

We met this morning to talk about marketing strategy. And, how to move the business quickly to the next level of success. As we talked the subject of differentiation came up (as it always does – because I believe that it’s “the niche or the ditch” as you probably know). When we talked about how a powerful satisfaction guarantee can differentiate us, Eric casually mentioned that when asked about his guarantee, he replies with this simple statement:

“We don’t actually have a guarantee,” Eric tells his clients. “I just say that I will take care of anything that goes wrong for as long as I’m alive.” 

Stop. And think about this sweeping life-long vow of service. Could it be the ultimate guarantee? Is it: Exceptional (meaning differentiated)? Believable? Credible? Reassuring? Even Comforting? If you answer “yes,” that’s probably because it’s PERSONAL. Fact: Except when buying mass market commodities, people don’t buy from companies, they buy from people – people they believe they can trust. And that’s why personal guarantees are so very powerful.

Your call to action:

Revisit your own guarantee, if this is relevant for you. And as you do so, remember this: If you’re like most business owners, if anything goes wrong with the product or service you provide you already do whatever it takes to make things right. You’ve always done so, and you always will. So. Why not say so, in just a few simple words. In a sense, and in his quiet way, Eric puts his life on the line with his guarantee. Should you do the same?

Thank you Eric.

See you next week.


Ps – It’s time for another behind the scenes look at the ‘Dragon’s Den’ – and you’re invited! 

Our colleague, Roger Killen, is back with an encore production of “Inside The Den,” set for Robson Square Theatre in Vancouver, on June 22. Roger tells us that he will be holding two shows this time. One from 9 to Noon, and a second from 1 to 4 p.m. If you want the inside scoop on pitching the dragons, register right away and you’ll hear and see six locals who have been there and done that.  Tickets are a mere $24 to $39 and if you use our special promotional code, Neil when you register, you will receive a 25% discount (“thank you” Roger). To enjoy a short video about the program, and to register CLICK HERE.   

Pps – Shane Gibson is hosting a huge social media boot camp 

Shane Gibson’s Enterprise Social Media Boot Camp is coming up fast – on June 19th here in Vancouver. This program is totally business focused and is based upon proven strategies that Shane and Company have used with organizations such as Ford Motors, The US Department of Congress, Paladin Security, Make-a-Wish BC and Yukon, and Wizard World Comic Cons, to name a few.  This Social Media Boot Camp is a full-day event that includes continental breakfast, lunch, and a cocktail reception hosted at V-Lounge in Yaletown.

Special note: Registration for this intensive day long program is $449 BUT type in the coupon code NeilVIP and you will receive a $120 discount (“Thanks” Shane).  To Register go to:

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