Offer a Money Back Guarantee


By Stacy Zemon

If the direct-mail postcards, brochures, flyers, and other marketing materials for your DJ service aren’t achieving the response rates you’re seeking, it might be because you don’t offer a guarantee. The following details why you should offer a guarantee on your print marketing tools and how to create a compelling guarantee.

Why you should offer a guarantee

A guarantee fosters trust; when you’re so confident in your DJ service that you’re willing to offer a refund if clients aren’t happy with their events, they’ll feel they can trust you – and trust plays a major role in earning a response, sales, and long-term loyalty.

A guarantee is more than a simple offer to refund money to dissatisfied clients: it’s a promise that your clients will be satisfied. No business would be profitable if it consistently gave out refunds, so clients reason you must have a track record of success if you’re willing to offer a guarantee.

Some DJ companies are hesitant to offer guarantees, fearing clients will book their services and immediately request refunds in an attempt to get something for nothing. If you put on stellar events, however, such fears are unfounded: even though some people will undoubtedly collect on your guarantee simply because they can, the vast majority of your clients will be happy to receive the value you offer for the money they paid.

For most businesses, the rewards of offering a guarantee – greater response rates, increased sales, better ROI, and more profits – far outweigh the risk.

Not all guarantees are created equal

Offering a guarantee on our marketing materials is a great idea, but just any guarantee won’t work. If you want to yield improved ROI, your guarantee needs to resonate with your customer base.

Place your guarantee in your headline, or as close to your headline as possible (even in a sub-head) to make sure all recipients see it front-and-center. Repeat your guarantee as a benefit in your body copy. Repeat your guarantee in your call to action.

Make sure your guarantee covers only those aspects of an event that are within your control. For example, here is HeartLight Entertainments guarantee.

Offering a guarantee is a surefire way to maximize ROI from your marketing materials. Incorporate these tips to develop a compelling guarantee that fosters trust and boost sales.


  • Stacy Zemon is the Founder, Former Publisher and Former Chief Scribe of She is a veteran DJ Entertainer who is widely considered an authority on the DJ business, and has become a distinguished industry leader over the course of her illustrious 30+ year career. Stacy’s mission is to provide educational resources for DJs that support their professional growth and financial prosperity. She is a longtime writer for DJ Times magazine, and author of the world’s best-selling DJ books: The Mobile DJ Handbook, The DJ Sales & Marketing Handbook and The Mobile DJ MBA. Stacy is a self-described serial entrepreneur (Equal parts creativity and business). From her efforts, she has spawned more professional disc jockey business owners than any other person in the mobile DJ industry!

Latest articles

Related articles