Caveats are insidious. Don’t let them take over your sales message
It is best to avoid caveats altogether. Why?
caveats interfere with your sales proposition
reading the sales message is a challenge because your flow is constantly interrupted by irritating little swords and asterisks
caveats make you sound negative
- contrarily, they even make you seem less trustworthy
Is it possible to avoid caveats altogether?
Yes. It’s easy. Turn them into positives instead. Make them earn their keep. Here’s an example.
Replace the caveat *Offer valid for a limited time only with a sentence in your body copy, loud and proud: Hurry, this great offer won’t be around for ever!
What if you can’t make a caveat positive?
There’s always a positive side. If there genuinely isn’t, think about making people a decent offer that’s worth accepting.
What if you can’t bear to clear out the caveats?
Put them all in your Terms & Conditions or Agreement, where they’ll work their hardest to reassure people rather than scaring them off.