I’m embarrassed. At Palo Alto Software we’ve been offering a no-questions-asked money-back guarantee since sometime in the late 1980s. It should have been obvious, but wasn’t. There was a question we should have been asking all along!
I just read a brilliant idea from John Jantsch of Duct Tape Marketing. He titles it Make Them a One Conditional Guarantee.
When you offer a money back guarantee also clearly spell out that the only condition the buyer must meet in order to receive a full refund is that they suggest to you ways that you could make the product or service better or more in line with what they wanted or expected.