I was on the plane the other week listening to a podcast with Joe Sugarman. At the end he was asked the single most important piece of advice he could give. He said the best thing a marketer could possibly do is to offer a 100% guarantee on their product. Straight away I figured I could really easily do this on the Download Pack page. People could try it in class with no worries, then in the unlikely event that their kids didn’t like it and they wanted their money back it’s easy to do and there’s no problem with sending CDs back etc. So I tried it. And you know what, sales went way down!

Today I took the guarantee off the page and sales are back up to normal. Very strange!