Keep in mind that words have meaning—especially in a public document such as an ad or landing page (see Chapter 14 for more on these pages). Two words you should be careful using are “free” and “guaranteed.” While you’re at it, put in the “100 percent” number. Of course, buzzword phrases like “100 percent free” and/or “100 percent guaranteed” can be even worse.
I (author Paul) recall one firm marketing in their ad that was “100 percent free” but the order form said shipping and handling was $9.95, and that got them in trouble with the FTC. If you include the word “free” with no strings or conditions attached, the product must of course be free, at no cost to the user.
If there are terms or conditions, they should be clarified prior to purchase and presented clearly in text. If you claim that a product is 100 percent guaranteed or you offer something similar, such as a “100 percent satisfaction guarantee,” you should clearly state any conditions or limitations through the guarantee. Just don’t say “100 percent money back guarantee” if you mean “100 percent money back guarantee if returned within 30 days in original condition”.
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