The other day I heard a lightning-quick disclaimer at the end of a radio spot. The voiceover was so fast and mixed at such a low volume that I couldn’t begin to understand it.
And that’s the point.
That advertiser didn’t want me - or anyone else - to hear those details.
My immediate response to that tactic is “what are they trying to hide?” And, just as quickly, any trust I may have had in the advertiser evaporates.
Even if you don’t use radio or TV to advertise, are you purposely hiding valuable or even necessary information from consumers in other channels?
Maybe it’s that fine print on a sales form. Or contact information that’s buried deep within your website. Or details about the restrictions on a warranty.
Ask yourself if discovering that information after the sale would anger your customers, or cause them to lose faith in you, or lessen their willingness to buy from you again.
Then ask, “As a consumer, would I want easy access to that information?”
If your buyers knew about that hidden information, might it jeopardize sales? Maybe. But are you willing to exchange a quick sale for disappointed customers who’ve lost trust in your brand?