Look for the overlooked, the forgotten, the boring, and the routine parts of doing business. These are your best opportunities to surprise customers with some personality.
That’s why legalese is so great. Every other marketer you’re competing with is ignoring it — which means you’ve got a chance to do something worth talking about.
GameStation once created a whole bunch of buzz by hiding an immortal soul clause in their terms and conditions, and this question at the end of a survey from the Austin City Limits Music Festival does the same:
What about you?
What’s on your 404 page? What do your receipts look like? How do you answer the phone?
