a strong statement and in the credit counseling industry (where no one makes any promises) it has set them apart from their competitors.     Making Your Guarantee Your Unique Competitive Advantage   Companies that make their guarantee part of their Unique Selling Proposition have prospered. Have you seen the commercials for the Mens Warehouse in which the CEO, George Zimmer says, "Youre gonna look good. I GUARANTEE it." That one phrase has made the Mens Warehouse the most successful mens retail chain in the nation.   The ability to differentiate your business by the guarantee that you provide will set you apart from your competition because most companies dont use their guarantee as a unique selling proposition.   This is especially true with service companies. For example, I know a small business tax consultant whose unique selling proposition is, "I GUARANTEE that I can save you 15% more money above and beyond what your current CPA or financial advisor is saving you today." Now thats a bold guarantee. Its no wonder his practice is full. Another associate of mine runs a small business marketing firm (much like mine) and his unique selling proposition is, "I GUARANTEE that with my help youll double your business revenues and profits within 12 months or my services are free."   What Im suggesting is that you make your guarantee a focal point in your marketing efforts. Your opportunity lies in how aggressively youre willing to tell the world about your guarantee. To the extent that you do, youll enjoy a competitive advantage over all other companies in your industry. Your business courage will pay you tremendous long- term dividends.   Magic Words to Create Powerful Guarantees   How you word your guarantee can make all the difference in the world. Power words and phrases significantly boost your sales and response rates. Here are few strong words and phrase that will bring some zing to your guarantee:   Take-It-To-The-Bank   Better-Than-Risk-Free   You Cant Lose   Unconditional, Money-Back Guarantee   Your Money Back, No Questions Asked   I Personally Guarantee   No Way That You Can Lose