250 Years Before Amazon Prime, There Was Wedgwood
Before Amazon Prime, there was Josiah Wedgwood. In 1759, he built an empire by doing something radical: making buyers feel safe before they bought. Here’s what modern creators and marketers can learn from it.
In 1759, Josiah Wedgwood was just an independent potter working out of Burslem, England.
His products? Fragile. Expensive. Sold through paper catalogs, sight unseen.
His customers? Wealthy aristocrats who had money — but zero patience for risk.
His challenge? Convincing someone to buy an expensive, breakable item without ever touching it.
Sound familiar?
It’s the same challenge many creators, coaches, and digital entrepreneurs face today:
How do you build trust before the purchase?
So what did Wedgwood do?
- He offered money-back guarantees — unique at the time.
- He introduced free delivery — a radical convenience for high-end goods.
- And he secured endorsements from queens, dukes, and nobles — early influencer marketing.
Basically, it was the first version of Amazon Prime, powered by royal reviews.
But here’s the deeper truth:
People don’t buy when they feel safe after the purchase.
They buy when they feel safe BEFORE the purchase.
This is why guarantees aren’t gimmicks.
They’re tools for removing doubt and accelerating trust.
Wedgwood built an empire on them.
Amazon scaled a trillion-dollar company with them.
And today, you can apply the same strategy — no matter what you sell.
Whether you offer coaching, candles, or websites — your buyer wants clarity and confidence before they buy.
So… what promise could you make this week to make “yes” the easiest decision they'll make all day?
Consider one of these:
- “Cancel anytime — no extra emails.”
- “Not thrilled? I’ll refund you immediately, no forms, no fuss.”
- “Try it free for 7 days. Decide when you’re ready.”
Still wondering if this applies to you?
Today’s buyers scroll past 50+ offers a day.
Trust isn’t a luxury — it’s the ONLY differentiator that matters.
Bonus: Guarantees don’t just boost conversions — they lower the wrong-fit customers too!
Wishing you success,
HQ
#BeBusinessSmart
Frequently Asked Questions (FAQ)
What does Josiah Wedgwood have to do with Amazon Prime?
Josiah Wedgwood used customer trust strategies in the 1700s — like money-back guarantees and free delivery — that mirror modern practices used by companies like Amazon. He was one of the first to remove buyer risk to boost sales, much like Amazon Prime does today.
How can I use guarantees to improve conversions?
Offering a clear, specific guarantee helps reduce buyer hesitation. Examples include “No questions asked refunds,” “Try it free for 7 days,” or “Cancel anytime.” These trust signals build confidence before the purchase, increasing the chance of a “yes.”
Why do customers need to feel safe before the purchase?
Modern buyers are overwhelmed by choice. They don’t wait to feel safe afterward — they make decisions based on how confident they feel before clicking “buy.” This is why upfront trust-builders like testimonials, refunds, and transparent policies are so powerful.
What kind of businesses can use this strategy?
Any business that sells — whether it’s coaching, digital products, e-commerce, or services — can apply Wedgwood-style trust tactics. If your customer has doubts or risks, these methods work.
What are examples of modern trust signals?
- Free trials or samples
- Clear refund or cancellation policies
- Endorsements from trusted names
- Social proof (e.g., reviews, testimonials)
- Fast, reliable delivery information
How is this relevant to creators or solopreneurs?
Creators often rely on digital offers and personal brands. Building trust before someone buys is critical. Adding a guarantee or low-risk offer can help grow your audience and increase conversions — without relying on hard sells.