Effective advertising comes in many forms, but the vast majority of those will include fine print. What does the average person do upon seeing these advertisings, particularly those that are offering a great deal? They read the fine print to find ‘the catch’. We’ve been trained throughout our years on this planet to be skeptical of great deals. In essences, the fine print can make or break an advertising ploy, in many cases. However, as a marketer, you should stop and consider how valuable this information is. Knowing that a lot of people are going to take the time to read the fine print, means that you have the chance to do something great. In recent years, there have been many blog posts and articles about removing fine print. This movement is meant to improve transparency, improve the company’s trustworthy image in the mind of the consumer, because the advertising doesn’t need a disclaimer.
Before you go ahead and scrap that portion of your email, though, consider what value it could offer to your campaign. Remember, no one ever said that fine print had to be reserved for information to be perceived as negative. Though that might be what the consumer expects to find there, you could do much more with your fine print.
Offer More Value Sending out a coupon in your mass email? Reward those who read the fine print, by offering them an addition coupon code or a better deal if they mention the fine print at the time of purchase.
The ‘And Don’t Forget’ Statement This can also serve as a great way to remind consumers about an upcoming event, a new product, or something that corresponds with the product being advertised. Just add a ‘and don’t forget’ statement in the fine print, and those who take the time to read it may just be intrigued enough to check out whatever it is that they were to remember.
A Message About Transparency If you like the idea of taking the disclaimer out of the advertising for the sake of improving your image, then consider this approach first. Include a short message to the consumer in fine print about how your company values transparency. “Thanks for taking the time to read, but there are no exceptions to the discount. Use it when you want and toward any product in our store.’ This is an example, of course, and your statement would change based on the purpose of your advertising, but the message is clear, ‘we like that you are taking the time to check out our ad, and we will repay the favor by being straightforward with you.’