The Difference Between a Promise, a Claim, and a Guarantee
When you say to a prospective client, “I can help you achieve XYZ result,” are you making a promise? Does this promise beholden you to get your client these results no matter what?
There’s a lot to unpack here because one of the greatest challenges for service providers who do work that’s hard to quantify and directly correlate to data-driven outcomes is articulating the promise of their offer.
A promise is not a guarantee. It’s also not a claim.
A promise is the outcome your service/program is designed to get for your ideal client.
It’s what you commit to deliver to your client should they accept your offer. A promise highlights the benefits or results that a service/program/product intends to provide. It’s usually aspirational and sets expectations, but it doesn’t necessarily bind the business to a measurable outcome.
“During this program, we'll mentor you through every phase of launching your startup—from validating your business idea using market analysis tools to securing your first $100,000 in revenue."
"Our SEO for Authors Package is designed to double your organic search traffic by optimizing your website’s structure and content for top 10 ranking keywords in your niche, within the next six months."
"We promise comprehensive legal support tailored to small businesses, ensuring 100% compliance with state regulations and reducing legal risks by proactively managing contract reviews and employment law matters."
A claim is a statement, usually factual and hopefully (better be) substantiated, about some aspect of your offer.
The claim might point to a certain kind of result or highlight a unique feature of your service or program.
"Our coaching method has been shown to accelerate career advancement by 30% more than traditional training methods."
"Clients typically see a 50% increase in efficiency after implementing our proprietary business processes."
"Our team has won multiple industry awards for innovative design solutions that boost client engagement."
A guarantee is designed to reduce the client’s perceived risk.
Guarantees are usually measurable and binding and outline specific terms and conditions.
"Guaranteed improvement in your leadership skills within three months, or your next session is free."
"We guarantee a 20% increase in your online engagement as a result of our strategic marketing plans, or we’ll work additional months at no extra charge."
"Satisfaction guaranteed. If you’re not happy with the final design, we will revise it up to three times at no additional cost to ensure it meets your expectations."
In sum:
Offer promises set expectations and outline the scope of what is being offered.
Claims assert the effectiveness or uniqueness of an offering, which can differentiate a product or service in the marketplace.
Guarantees provide assurance and reduce risk, making a purchase feel safer for the customer.
Of these three elements, the offer promise is the essential one.
You can make a promise without having a guarantee.
You can also make a promise without making claims such as if your offer is new and you don’t yet have the evidence to substantiate a claim.
But you can’t make a solid offer without the promise articulated.
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