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 exclusions, restrictions, omissions 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, hoping you wouldn’t dig deeper. And in a split second, they’ve totally changed how you feel about them.
You wonder what else they’re hiding from you.
Your guard is up.
Your trust is diminished. Perhaps totally diminished.
The asterisk risk
If a business owner feels they need to hide something behind an asterisk, there are always better alternatives.
The most effective alternative, is to make the product or service as good as you said. This eliminates the need for an asterisk. Plus, it simultaneously pumps more value into your offering, making it more attractive and giving you a huge competitive advantage.
Another powerful alternative is to openly state, in honest and clear language, exactly what you’re offering. And include whatever would have been behind the asterisk, out in the open. Here’s an example of what that could look like.
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 up front. Let people 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 at the regular price.
There’s another reason for adopting a transparent approach to your marketing.
And it’s a biggie, too.
Social networks give your prospects a powerful voice. That voice can either be used to tell everyone how great you are, or how disappointed they are. Thankfully, you get to choose the kind of experience that’s being shared.
Not only does transparency start to work immediately, it’s also a proven way to build an outstanding reputation in the long-term.