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Hello Fellow Marketer,
I try to optimize every aspect of a communication, even down to the small legal “mice type” copy. In the below, when a skeptical prospect looks to the bottom of the email to find “a catch,” they’ll instead first see a positive: a Guarantee.
Also notice how the second line positively positions the privacy notice. And the opt-out on the third line purposefully doesn’t actually say “unsubscribe,” plus it’s gray instead of standing out in blue.
I recently needed to use scary-sounding mice type which read, “Your subscription will automatically renew unless you tell us to stop” – so in front of that I added, “Auto Renewal Convenience” to help angle it as a benefit.
I’m careful not to water down legal intent, so the lawyers are usually fine with my suggested tweaks.
Of course it’s the big strategic creative ideas which generate the most impact, but I think little things can also add up to help the cause.
Best,
-Todd
Feel free to say hello:
My email todd@toddlerneradvertising.com
My mobile 248-417-1939
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