I have basic guarantee but analyze: should I offer stronger guarantee? Map the guarantee spectrum: weak guarantees vs. "you make money or I refund + pay you" guarantees. Calculate: if I offered aggressive guarantee, would it dramatically increase trust and sales? Show me the guarantee options: these guarantees reduce risk to zero. Give me the guarantee design: this is what I guarantee, this is how I protect myself. Include: what guarantee would eliminate all buyer risk, whether strong guarantee would increase sales enough to justify risk, and how to structure guarantee that's compelling but protects me.