Best of the ISP-Lists

No Busy Signals?

Would you use the words "no busy signals" in your advertising? Members of the ISP-Marketing list discuss the implications.

[October 4, 2000]

On the ISP-Marketing list in September, NS asked,

"Has anyone else included the words 'no busy signals' in your advertising? Any comments regarding potential liability issues in doing this?"

A couple of respondents suggested some ways NS might be able to make such a guarantee:

[EA noted] "In Canada, I know of one major ISP that has this policy and will pay a user one day's credit if he/she encounters a busy signal. Technically, though, one could be charged with misleading advertising if this were not absolutely true. I personally think one should never use absolutes in ads."

[KB added] "I've heard of some ISPs whose ports are set up to dump the user who's been on the longest when the ports get full, so that when a new call comes in, there are no busy signals. Not really a nice way to handle the situation, but they can truly advertise zero busy signals."

Others noted that it's possible to make the implication without actually saying it:

[BH explained] "We have strongly implied it, but are reluctant to make a strong statement for fear someone will happen to get a busy signal and complain to high heaven. We run about seven customers per modem so the odds are low that a caller would hit a busy signal, but there is always the chance, so we avoid absolutes."

[PR agreed] "Instead of 'no busy signals' we say, 'engineered for no busy signals'. . . subtle, but effective."

Still others advised staying clear of such strong language:

[JT warned] "It's a nice notion, but it goes sour if you're having provisioning delays when ordering new PRIs."

[PR added] "I let the competitors advertise that way, and let them deal with the results. We sell service, and keep the modem-to-user ratio low."

—End