Create a three-part guarantee structure: the specific result they'll get, what happens if they don't get it, and what you need them to do

Eben outlines the framework: first part is 'they're going to lose 20 pounds their dog's going to stop barking they're going to start their business,' second part offers 'keep working with you until they get the result or they can have a refund,' third part requires 'show up to your classes and actually do this stuff'