Have you noticed something about the fine print we find in marketing and on packaging?
It’s printed really small. And there’s a reason for that: They would rather we didn’t see it. So they don’t draw our attention to it. It’s one of the reasons I hate marketing.
The fine print is where they hide caveats. It’s where they bury disclaimers. It’s where they tell us that the promises in their marketing are grossly inflated. Or that their product doesn’t look as good as it does on the packaging, etc.
This got me thinking.
- How would you feel, if you read the fine print and discovered that it actually confirmed the product to be just as good as they said, in the LARGE print?
- How would your prospective clients feel, if your fine print confirmed your marketing claims and reiterated you were being totally honest?
By itself, using the fine print as a way to build trust is far more effective, than using it to back-peddle.
However, there’s a powerful additional benefit
If you use the fine print to confirm you’re being honest, you’ll need to improve the reality of your service. You’ll need to improve it so much, that there are no exaggerated claims to hide. No back-peddling. No caveats. Because your service really is that darn good!
Could this have an amazing, positive impact on your business?
Yes. Yes it absolutely could.