Sales Phrases to Watch Out For

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The advertising and marketing world are very skillful at enticing us with words to part with our money. Here's a list of phrases you should be careful of:

  • "From..." as in "from £9.99". This is usually on TV advertising and posters where they try to entice you into their shops by teasing you with a low price. "from..." means that they have set one very basic product with no frills at a low price, but when you go into the shop to acquire the item with normal functionality, it is more expensive. But they've got you into the shop, knowing that half the time people will sigh and pay up so as not to have wasted their time, instead of walking out.

  • "Up to..." This is a variation of "from..." and is usually used on sales signs. "Up to 75% off!!!" This usually means that there is at least one item that has been reduced by 75% but most if not all the other items will be reduced by a more modest 5-15%. Again this is a strategy to get you into the shop, knowing that while in there, people will rather buy than admit they've been tricked into wasting their time.

  • "You're worth it". The classic tag line from L'Oreal. The variation of this is "You deserve it". Actually I'm sure we're all worth the Crown Jewels if worth was measured properly, but it doesn't mean that we should put our lives in hock to get them. Advertisers here are playing on people's confusion between need and want and the way some people measure worth by material goods rather than old-fashioned virtues like kindness, skill and respect. Basically you should only spend what you can afford. We all "deserve" to be debt-free. And learn to measure your worth by the size of the amount you do not owe.

  • "Invest in..." As in "Invest in a new Prada handbag". This is not really an investment. Real investments have the potential to go up in value when you buy them. They are not guaranteed to depreciate. Magazines often use this phrase too (they are conditioning their readers to be susceptible to the ads in the magazine). Don't bother to "invest" in expensive clothes. They go out of date in a couple of years - the whole fashion industry is based round planned obsolescence.

  • "Bargain" This is designed to flatter the buyer with how clever they have been in "saving" money. But they haven't saved anything have they? They've spent money and have less than when they entered the shop. I'm not criticising all bargains. If you are definitely planning on buying something - eg you need a new fridge, then by all means seek to reduce the price you pay. But most of the bargains in sales are things we'd never bother to buy at all if the word "bargain" was not attached, and half the time never use once we've bought it.

Posted Using LeoFinance Beta



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