The Pro Con Issue

The Pro Con IssueSome companies and individuals think that you should avoid using the 'pro-con' term in marketing. The problem is this: if you use it, you are almost certainly going to find a use for it.To understand what I mean, think of 'pro-con' as just another word for 'inclusion'. If you do a search for 'pro-con' on Google, you will find numerous websites that you can use as examples of how this term can be used. Indeed, there is a lot of value in using 'pro-con' when you are doing SEO (search engine optimization) work, but you need to be aware that your clients will see it more often than you might want them to.Many companies and individuals find 'pro-con' uses quite appealing, because they think it makes their site seem more trustworthy and professional. These same people may also think it sounds like a good deal. A professional website makes them feel they are getting a good deal. They may even believe they will do well in search engines with the 'pro-con' phrase in their tit le.Yet the thing is, you need to be able to sell your customers on why they should sign up for services when they get to your website. You need to show them the benefits of being part of your program or your company in order to make sure they are going to buy. As much as you might not like the idea of using the 'pro-con' term, it is better to talk about it and figure out how you can deal with it as you are implementing it into your campaigns.One way to approach the issue is to use the term 'pro-con' while asking your customers to click the link on your website to enter the contest. Once they enter, they will be prompted to fill out a form so that they can enter to win a gift certificate, for example.This is an excellent example of a real free gift for your customer that they would be likely to use. The problem with this approach is that some people are concerned that the terms of service may be modified by the participating businesses in order to turn them into a pro-con issue.Anoth er way to handle the pro-con issue is to have your contest sponsor go over the Terms of Service (TOS) page and explain the term to your customers. If your customers sign up in good faith, they will find a way to redeem themselves without too much hassle.As always, make sure you are constantly monitoring your customers as you are implementing your TOS changes. Be careful not to make the pro-con issue seem like a better option to them than the way you are presenting it. Just make sure that you have good examples of pro-con and 'pro-con' examples for your customers to use so that they can tell you what the terms mean in the most natural way possible.