That's a great point. It is a sales pitch. It is almost inconceivable that someone who has plateaued or is playing strong and wants to go next level and put in the work and mental effort wouldn't benefit from a lesson.
I've never advertised money back, I mention it for people who are hard to sell a lesson to because they've been burned by other instructors (or admittedly, self-burned on lessons)...
"I dunno, I'm not sure it will be worth it for X for Y hours with you..."
"Don't worry, no one has ever asked for their money back after a lesson with me. Let's get together and you will see improvement during our lesson. If you're not happy with the lesson, the lesson will be free..."
Yes, it is a close and a sales pitch.
I used to do a similar thing in my musical instrument restoration business. I always offered a lifetime (my lifetime) warranty on all repairs I did, and I was 100% committed to standing behind that warranty. In fact, even though I am retired from the business now, I still keep all of my tools sharp and ready, just in case someone ever needs to bring something back.
The catch is that I have never once had a repair come apart. I repaired them right, so it was an easy warranty to issue, but it sure gave the client confidence that the hundreds to thousands of dollars they were about to spend would be the last time they would ever have to do it.
Was this deceitful in any way? Hardly. Not one of my competitors dared to offer such a warranty because there was a fair likelihood that they'd have to honor it. And every one of them that I knew would have charged for the repair to be done over again if it needed to.
Bottom line to me is that the better you are at something, the easier it is to back your work with a guarantee. It gives the prospective client the confidence in the fact that there money will not be wasted. The guarantee in and of itself, however, is no proof that you actually know what you are doing.
In the case of Fran, I didn't need that kind of guarantee to book a lesson with her. It never even occurred to me. Her reputation in the field is beyond reproach, and I knew I would get my money's worth. But if it was a lesson with some Internet "guru" who was virtually unknown in the professional industry, well, I would probably insist upon it.:wink: