Unfortunately, the opposite isn’t true. Having a disclaimer is something people notice. It is an example of the small print that drives your customers crazy. It is a reason you are volunteering for a customer not to trust your business. Instead of giving them this reason to distrust you, what if you could rethink your disclaimer? What if it could be an opportunity instead of a liability? There is a law firm called Valorem Law Group that does exactly that. Their disclaimer is a chance for them to demonstrate how they are different from most law firms. Here's an excerpt of part of it:
(Normally we would put this in really small print, but several leading eye physicians have advised us to stick to larger fonts).
We’re lawyers. Although we assume that everyone will understand that the information on this site is intended to make you want to call and hire us immediately, we see that big firms have these fancy disclaimers and we sure like tugging on their capes…. So here goes:
1. The information on this site (and in the blog) is not intended to create an attorney-client relationship. Frankly, you don’t want it to do so either. Since the site can be viewed by any person on the planet, claiming that we have an attorney client relationship as a result of this site would lead to an immediate claim that you’ve waived the privilege. If you’re crazy enough to want that outcome, we don’t want to be your law firm. Even if you contact us through the site or post a comment to the blog, that does not give rise to an attorney-client relationship either. Don’t you feel better now?
Just think, if a law firm can have this much fun with their own disclaimer, what could you do with yours?
Rohit is a founding member of the 360 Digital Influence group at Ogilvy, one of the largest agencies in the world. He is author of the best selling new marketing book Personality Not Included, a guide for small business on how to be more authentic, keep your customers and inspire your employees, which has been published globally in 8 languages.