But we're in marketing and know that there are always qualifiers*. Whether you use * or ^ or 1, somewhere in your product or marketing information you will have to include substantiations or clarifications, terms or conditions.
Given Terms and Conditions are an important, and often mandatory part of the transaction and serve to ensure that both seller and buyer are clear on the terms of exchange, how can you minimise the disruptive impact of the "asterisk" moment on your sales momentum? Three ways;
- Integration - Have the customer understand and agree to concepts within the Ts and Cs throughout the sales process so they don't come as a surprise in the transaction stage. Meaning? Why not use Ts and Cs as part of the feature set you are using to sell your product. For instance, "Our Customers receive a monthly offers catalogue from us so that they get first dibs on priority deals" might be less of a shock than "By signing this contract you agree to receive promotional offers".
- Language - Modify the language so that your legal messages are not inconsistent with your brand. Why not a statement that helps them understand the impacts of their behaviour such as "We know you'll want to wear these earphones all the time, but promise you won't drop them in the toilet or sink or wear them in the shower because you'll be warran-teed off when we can't replace them" rather than a dull warranty statement?
So to NAB and their marketing team, nice try*. But to win my business I'd prefer you to relate to me rather than pretend that conditions do not apply.