Listening to the radio this morning I was nearly knocked out of my seat when I heard 2 commercials followed by what now has become the norm….The Disclaimer!
The first commercial was for a car..( I wont say which one… but let’s say..They needed a little help to stay in business..wink..wink) The commercial was what we’ve all come to expect. It had the prerequisite ” The new ______, We’re better than ______, Customers pick us over _______, and so on. Then came the ” Winner of the prestigious ____________ Award for __________. Then came………The disclaimer.
The disclaimer seemed longer in length than the real commercial. It seemed to cover reasons that if the sun rose 5 inches higher in the sky tomorrow than it did a week ago last Thursday, then the award would not be representative of the award that was awarded when the award was awarded. See Black’s Law dictionaries for further clarifications, subject to revisions of the 1832 witness protection act, see coupon for details.Void where prohibited by law, or any other planet that might find this statement vague. I understand you’re reading, and re-reading saying..”What did he say?” and that’s how I felt listening to the radio.
At first I was laughing at the absurdity, then I became appalled. I don’t know which is worse. A company feeling the need it has to add such a thing, or the idea if it doesn’t is equal to creating a lottery ticket. But wait there’s more!
Then came a commercial for a 16 ounce coffee. Alright you say, was it the generic disclaimer..Caution , Contents are Hot? Not quite….The commercial ended with… “16oz refers to the average fill content of a 16oz coffee”……Huh? Have we really come to the point of leaving room for cream if the server had not asked be reason for a class action lawsuit?
It’s one thing to protect yourself both personally, and in business. But if you’re marketing consists of a reading of a chapter from one of Blacks Law books, I’m here to tell you “Save your money, and Save your breath..No one is taking you serious.” If you truly want to get ahead of the competition both in business and in life I suggest the following:
1. If you advertise…Drop the disclaimer speech. A quick statement that rules and regulations can be viewed on a website or such will suffice.
2. In your life and your business do what you say, and deliver what you promised. Forget the farce of 110%…That creates unrealistic expectations, 100% is the best anyone could do, If you do that alone you’ll be ahead of anyone else.
3. Get it into your gut and into your business, you’re not truly judged when you do what you promised. That’s what one expects, or that’s what someone paid for. It’s how you handle a problem when it happens. Problems happen no matter who you are. If it happens Fix it! Fix it correctly, fix it to the BEST of your ability.Replace, renew, whatever, but do it, and do it honestly!
4. Remember…Not all customers or people can be pleased no matter what you do. Understand that’s life and move on.
The Golden Rule is the standard because of its truth. Follow it and you’ll find yourself not needing a disclaimer for life or your business. That being said I would like to finish with……….
Disclaimer: The above text is an opinion and should only be taken seriously if you’ve arrived on the planet Earth between the years of 1927 and 2001. If during space travel you donned a tinfoil cap at anytime during or preceding the flight will cause nullification of the above statements. Future performance is not indicative of future results. Void where prohibited. See participating space doctrine for clarification. If you experience an…….OK that’s enough.