You’re reading about a product or service.
It sounds amazing.
Then you spot it!
You spot the dreaded *asterisk. And your heart sinks.
You know you’re about to be disappointed. You’re about to discover the caveats, exclusions and conditions, which means that offer isn’t as good as they said it was.
They could have told you the truth without hiding it behind the asterisk. However, they deliberately chose not to. They intentionally concealed it from you. And in a split second, they’ve totally changed how you feel about them.
You wonder what else they’re hiding from you.
And if you only discover afterwards that you’ve been duped, you won’t be happy!
Eliminate the asterisk risk
If a business owner feels they need to hide something behind an asterisk, there are better alternatives.
The easiest is to make the product or service as good as you said. Thus removing the need for an asterisk. This will simultaneously pump more value into your offering, making it more attractive.
Another powerful alternative is this: State, in honest and clear language, exactly what you’re offering. And include whatever would have been behind the asterisk, explaining why it’s there.
For example, imagine it’s an introductory deal, offering your service at a reduced price for the first 3 months. Rather than quote the introductory price (and hide the fact it increases after 3 months, behind an asterisk), tell them. Let them know that you’re so confident they’ll love your service, you’re offering it at a super-low discount, so they can discover for themselves, why it’s outstanding value for money, at the regular price.
Social networks give the marketplace a powerful voice. That voice can either be used to tell everyone how great a vendor is, or how bad a vendor is. Thankfully, business owners get to choose the kind of experience that’s being shared.
That’s why the smartest brands aim for honesty and transparency at every opportunity. And why they refuse to hide the truth behind an asterisk.