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The influence of the web is far-reaching and ever growing. It is changing the way we think and the way we do things. Never more so than in how we shop. Every day billions of dollars changes hands as people buy what they want on the web. A few short months ago this was not possible. But the web also means that some products can be delivered by digital download at zero cost.

In the past a big argument against money back guarantees was cost it was considered to be too expensive. Business is all about making money and if we are to consider this issue properly we must look at both points of view.

The businessman, or woman, is generally in business to make money and most decisions are taken on that basis. This is not to say that a lot of business people do not also believe strongly in their product and in the value that product brings to society.

But an full no questions asked money back guarantee can be good for business because: 1. The business is showing it has confidence in its products and this will help sell more. 2. The business is putting its money where its mouth is that will again help sell more. 3. Such a guarantee shows a depth of sincerity and a continued interest in the worth of the product beyond the point of sale.

On the other side of the coin you get the worry that customers will engage in digital theft and will rip you off. Well, guess what they will! But only very few, much, much less than you might imagine, and the ones that rip you off are the losers not the business.

The business does not lose because it will sell more product even after any refund claims. Those who abuse the situation would never have paid anyway so there is no loss of revenue there and these people are the losers because of the way they live their lives. This needs further explanation. We live in a society where trust and reputation are important. We also live in a society of abundance and where virtually anything is possible. It is my experience that if you trust people they reward that trust. But I do not give a person that plenty of chances. If my trust is abused it is not given again. The person who has abused trust loses his reputation and doors start to close this is why he is the loser. I have been involved in marketing, and later Internet marketing, since 1989 and I have always offered an full money back guarantee. I have had very few takers! This confirms my faith in my products and confirms that I make more money by giving that guarantee.

Let me give you an example. I recently came across a quit smoking product. It is expensive but comes with an full money back guarantee if it does not work you get your money back. Now, this is cut and dried. If it works you pay your money and save a fortune as you no longer have to buy cigarettes and you also get massive health benefits.

If it doesnt work you get your money back. To me that is the Internet in action!