I have something a bit different for you today. It’s a marketing tactic that helps influence people to buy from you or hire you, by destroying preconceptions about the fine print we often find in marketing messages.

Here’s what we all know about the fine print, before we even read it. It’s going to be some kind of disclaimer, informing us that the product or service they just told us about, isn’t as good as they made it sound.

This got me thinking.

What if my clients were to do something amazing and flip the fine print, so that it was a marketing asset for them?

I developed the idea in full. Then, I tested it and measured the results. Finally, I rolled the tactic out to my clients.

Here’s what happened.

Flipping the fine print

My idea was to create a big and positive impact on their cautious prospective clients [or customers]. The kind of prospects that read the fine print. Those who made bad purchasing decisions in the past, or who just like to be thorough.

Anyhow, what I did was to add fine print to my client’s marketing material. But instead of it containing a disclaimer, it gave their prospective clients an additional, motivating reason to make the purchase.

Think about that for a moment: The prospect is braced for a disclaimer, but they find a powerful benefit of my clients product or service, instead. That’s marketing dynamite!

• It shattered negative preconceptions that their prospective clients might have had.
• It was memorable for all the right reasons, with prospects often mentioning that they spotted it and it made them feel more reassured.
• It built trust in my client’s services or products.

And this all combines and compounds, to make the buying decision that much easier.

Hold that thought.

Your prospective clients

Now, let’s think about your prospective clients.

How do you think they would feel about your services, if you added fine print to your marketing, which contained the same kind of preconception-shattering, motivating benefit?

Could it have a similar, positive impact on how your prospects feel about hiring you or buying from you?

Based on years of seeing it work in my client’s marketing, if you do it correctly, I believe it absolutely could.