There was a
time during which, when a gift was offered, we could trustfully assume it was free.
The
marketing machinery which seems to control our daily lives in this, the Mecca
of the Buyer (although somewhat tarnished
lately), can’t let a couple of days pass without creating some hyperbole
that puts to shame whatever older hyperbole was being proclaimed as the best,
just a couple of days before. What really puts us all to shame is the fact that
we buy it; “it” being whatever is promulgated as the very best… at least for
the immediate moment.
After
having spent most of my adult life (and
those are a good number of years --- don’t ask how many!!) selling
tangibles and intangibles to thousands of buyers, and of also training several
thousand salespeople who were then sent on to conquer the insurance buying
public, it becomes fascinating to hear the different commercials and see or
listen to the very careful wording used to convey the same messages as before,
but now in a different and fresher manner. Oh yes… “Fresher” can be understood
to mean “with more hidden and less easily decipherable messages” than before.
Some
years ago, the concept of the “Free Gift” started to show up on screaming
offers received during the midnight “infomercials” (Another term coined by the marketing and sales Gurus)… you know,
those shows where all the stuff you wouldn’t buy if you had an honest chance to
see and examine it up close, is peddled off to trusting folk who cannot sleep
and because of this, have half functioning minds with which to register the
messages being received.
Did
you ever come to wonder how a product with an “original” price of $89.99 can be
sold for $19.99? With the usual follow up of: BUT WAIT!!! IF YOU CALL NOW WE
WILL SEND YOU… NOT ONE… NOT TWO… BUT THREE (fill
in the name of the product here) for just $19.99!!! … and, yes, just pay the “S&H” costs on each item…
Now
Folks… what did it really cost to make this product and what kind of quality
will it have, when they can sell it for less than 10% of the original cost and,
we assume, still giving the seller enough to cover the show production costs and allowing for a decent profit? Yes, I know… the cost of the also infamous “S&H”,
otherwise known as “shipping and handling” which gets tagged on will cover
some, since these are usually jacked up considerably but, still…
The
truth is that we love to buy in our society. We will buy what we want, long
before we buy what we need. This is not me talking people… these are well known
facts that anyone who has spent time in the sales world knows: create a want,
your prospect will most likely buy; however, identify a need and they will turn
away in most instances. Logic does not enter the picture here…
Those
who make a living in the marketing wars know this, and know it well. This is
why over the years, these wants to buy have been almost genetically engineered
into our subconscious through massive, constant campaigns which literally,
begin at the cradle… the best school, the best clothes, the best toys (and these are getting very expensive lately);
you want to always remain young, you always must have more than your neighbor,
your house has to be the biggest, the best of the neighborhood; your car has to
be the newest and most expensive… you get it… you hear these messages every
day.
Perhaps, ironically, this is why one of the fastest rising businesses with which we now are
constantly being bombarded on the tube, is precisely that of how to eliminate excessive credit card debts… .
But
we always want that “Free Gift”, Right? Recently, I called the number for one of
those miracle collagen pills which are heavily advertised in the Hispanic
market TV programs. In their pitch, the offer of a “free” 3 month supply (just pay the S&H…) is constantly
made so I called, as an exercise in marketing. The lady from the phone “war” room
answered and immediately, without taking a breath, launched into a “marvelous”
offer in which, for only $169.99, my
wife and I would receive five a month supply of this wonderful miracle pill.
So, immediately, the “free offer” became a probable $189.99 expense (including S&H, of course).
When
I continued to ask for access to the pitched “free offer”, then the lady on the
phone became somewhat agitated and started to say things like “Why don’t you
want to take advantage of this offer?” My answer... “Because I want to try the product
first” Long and short: I was told I would be called back by the lady in charge
of these offers… I’m still waiting for the call. A while after this conversation took
place I had a visit with my Doctor and asked her about this. Her answer: These
are proteins and, as far as we know, proteins are not absorbed through the
digestive system. So… while there should be no adverse effects, I really can’t see how this can be useful… ‘nuff said??
We
will continue to buy, no matter what… We will continue to believe what we see
on TV, presented by TV hucksters, no matter what… Perhaps this is why we also choose
political leaders based on their TV image, rather than on whatever substance
(or lack of) they may bring to the table. We are, as a consumer nation, fast
losing the ability to question issues and to look beyond what appears to be.
Perhaps
the next great offer will be “Double Free Gift… with guaranteed refunds…” Who knows…
Just in case, watch out... in today's world we do have to open the equine's mouth and count the teeth... even when received as a "free" gift.
Be
Well … Be Back!!!
Final Notes:
- Pray for those who are fighting an illness which
may take them away from their loved ones… Every request is heard, and
counts!!
- Follow us on Twitter … @RJAsPandora
- Any comments please send to otherboxp@yahoo.com
- Remember: We are “On Air” every Sunday night at
6:30pm EST (GT –5hrs). http://www.blogtalkradio.com/theotherbox If the link does not work, please just copy and paste
to your address bar.
- “La
Otra Caja de Pandora”… The
Spanish language Blog… “otracaja.blogspot.com”
… Bienvenidos!!!
No comments:
Post a Comment