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.
