That's another great question. Pragmatically, as in, as a business, we guarantee effectiveness by offering revisions, refunds in certain cases, and we work hard to try and understand what our clients want and need on a general level. Most of the time, they have pretty specific, transaction-oriented goals in mind and that is where our domain expertise comes in handy.

From the writing perspective, a lot of effectiveness has to do with understanding goals and managing expectations. I don't do the wacky aunt crackpot ebooks anymore.

Apparently this post was deleted and we have no idea why :( so I'm not even sure this comment will go through, but I do appreciate your thoughtful questions.