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Put the small print in BIG LETTERS
Life is full of risk. I believe we should be more honest with our customers about risks, and what might go wrong if they buy from us.
Don’t worry, I’m not coming over all touchy-feely and ethical. God forbid. My rationale is far more prosaic. You should do it simply because it will win you more business.
The problem is that we don’t apply the same standards to our customers as we do to ourselves.
As purchasers, when we’re faced with an unbelievable offer, an alarm bell starts ringing in our head that there HAS to be a catch. And yet when it comes to selling our products, our natural inclination is to sugar-coat things, and pretend it’s all risk-free. And guess what? The customer doesn’t believe us!
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