(We’re excited to welcome Ryan Patrick as a contributing editor to The Daily Blur in 2013. He’s not only handsome but a mighty fine writer. You’re going to like him. A lot. You can check out his growing archive of posts here.)
Asterisks suggest you’re not telling me the whole story.
Asterisks suggest restrictions may apply.
Asterisks suggest that “free” offer is gonna cost me a bundle.
Asterisks suggest I’m gonna be jumping through hoops.
Asterisks suggest you’re gonna talk me into something I don’t want.
Asterisks suggest you’re keeping a secret.
Asterisks suggest I’m about to be hoodwinked.
Asterisks suggest I’m going to pay more in the long run.
Asterisks suggest that something shady is afoot.
Asterisks suggest a lot of legal-eagle, red-tape, mumbo-jumbo gobbledygook.
Asterisks suggest you’re trying to pull a fast one.
Do you want your clients to believe you?
Do you want your patrons to trust you?
Do you want customers to buy from you?
Lose the asterisks.*
* Today.
exactly.
and “up to 50% off” means….
When the “fine print” is longer than the rest of the message, the message is lost. Period.