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“Negative option of forced continuity.
Negative option is when the customer must perform some action to stop the billing cycle with your company.
So continuity programs come in two forms; one of which is opt-in and the other is forced. The forced version is called negative option.
Even the opt-in is called negative option if the customer has to, at some point in time – if you’re going to continue to send things to their home or bill them, they’re in a negative option program.
If you automatically include this in your continuity program, you better make sure that the customer is aware of it. I know I sound like a broken record, but gosh you guys, you gotta make sure of that.
I can’t tell you how many people try and make sure that they bury it, but you don’t need to.
Include your negative option legal disclosures from your attorney.
You’ve gotta put negative option disclosures with legal speak in your terms and conditions. I can’t give those to you because I’m not an attorney.
So you have to get them yourself.
Regulatory agencies are there to protect the customer.
If you have your grandmother read the page, and she doesn’t instantly get it, just redo the page.
Redo the page until everyone goes, “Oh, I get it. That’s cool. That’s awesome.” Not, “Oh yeah, I understand.”
You want them to read the page.
What I do is when I have my mom read pages; I wait for her to get excited.
I want her to be so excited by the time she’s done reading the page that she wants to buy it, whatever it is, and totally be
happy to pay the money every month because if she doesn’t get it or if she’s not excited, then I haven’t done my job.”