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Article Excerpt
AH, THE UBIQUITOUS GUARANTEE. That golden promise of craftsmanship, workmanship, performance, durability, freshness, whiteness, unshrinkability and lowest price that's slapped on virtually every product and service marketed today. It's variously dubbed "unconditional," "iron-clad," "money-back," "lifetime," and a dozen other cliched descriptions, yet the guarantee is rightly considered critical in persuading a prospect to become a buyer.
Despite its value, however, the guarantee has become...
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