Over the last many years I've seen and read so many advertisements which proclaim in bold capital letters some obnoxious discounts or jaw-dropping, eye-widening schemes that would lure the stingiest man on earth to the shop. The only problem is *Conditions apply. Now my eyes almost search the ad to see if those two words are hidden somewhere. Most often they are there somewhere and when I spot them, I feel a sort of disappointment.
You know what I mean. All the great attention-grabbing work done by the discount or the scheme gets watered down by those two words. Why? Coz you almost know that ultimately you won't be able to get what the discount or the scheme promises.
I call it a negative surprise.
Typically, customers are fascinated if the product or service exceeds their expectations. And that 'exceeding expectations' often involves pleasant little surprises. That compels them to talk about the brand with others and spread the word.
*Condtions apply kills that pleasant surprise. In fact, it almost ensures a negative surprise in store for you. And then retailers say even the discounts aren't satisfying the customers!
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