If it’s in print, it matters even more. Things in print have a tone and a finality that add an impact that you need to care about.
So, after the lawyers are done, let the marketers make sure it sounds like you. Your signs, your contacts, your fine print… your words don’t just sit there, they shout.
Consider this sign (hidden camera quality, sorry). Here are the highlights:
THERE ARE NO REFUNDS, NO EXCEPTIONS.
THERE ARE NO EXCHANGES ON PLANTS.
ALL LISTED CONDITIONS MUST BE MET IN ORDER TO RECEIVE EQUAL OR LESSER VALUE EXCHANGE. THERE ARE NO EXCEPTIONS. MANAGER RESERVES THE RIGHT TO MAKE SPECIAL EXCEPTIONS.
At a florist? The people here are uniformly nice. Why are they yelling at me? Why not ditch the capital letters and the rigid rules and say something like,
"At Surroundings, it’s really important to us that you be delighted (not just happy). Please keep your receipt and be sure to bring it with you if there are any problems. We’ll be happy to exchange any cut flowers that aren’t just right–we’ll give you a store credit or any other item in the store of equal or lesser value. Unfortunately, we can’t exchange plants. If you have any questions, don’t hesitate to ask any of us for help."
Same rules, different marketing.