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Wise Consumers Understand Advertising's Appeal
By Robert Sherman, Mon Jan 2nd


It's not a surprise that spending is an emotional activity. Mostpeople feel good when they spend money.

And, it's equally true that often people feel sorry they boughtsomething shortly after buying it. This happens so often thereis a special term for it: Buyer's remorse.

And this is not lost on advertisers. Nearly every advertiserwill tell you that their ads appeal to your emotions. They wantyou to believe that you will feel better after buying theirproduct. They even tell you that you will feel good about buyinga particular product.

David Ogilvy (Time Magazine called him the most sought-afterwizard in the advertising business), in Oglivy onAdvertising, indicated that "Consumers still buy productswhose advertising promises them value for money, beauty,nutrition, relief from suffering, social status, and so on."

For most products, people buy because they want the product, notbecause they need it. Products are often associated with anemotion. Wanting to be seen as beautiful; wanting easy and quicknutrition in a vitamin tablet; wanting to be free from pain;wanting to be seen as smarter than someone else.

"Wanting" is why you buy a particular brand, or a particularproduct.

Words have a power to get inside your head and make you want acertain product. The right words can help trigger a person intobuying a product they don't even need.

The famous advertiser Joseph Sugarman in his bookTriggers wrote that "The real underlying psychologicaltriggers that motivate, inspire and influence a prospect to makea buying decision are often unknown to even the most experiencedsalesperson. Knowledge of these trigger can be a powerful weaponin the battle for your prospect's


Oh, when a consumer is asked why they bought something, they'lltell you about the value and the good deal they got. But, thereason they bought it is primarily because the advertisingmessage convinced them that the product would satisfy animportant emotional need.

They had a strong desire to buy. But, they also needed areasonable justification to allow them to buy. When a "desire tobuy" meets up with a "justification to buy", there is a highprobability that the consumer will buy.

Look at the ads on TV. What do they tell you? Just think aboutsome of the new car ads you've seen. They give you a fact thatjustifies the purchase, and after that they appeal to youremotions:

- You'll look good in this new car

- Be the first to own the new model

- Everyone will turn to watch you go by

- You'll feel great flying down the highway with the top downand your hair blowing in the wind

It is important to realize that you buy non-essential productsbecause of emotion mixed with justification.

As an experiment, watch ads on TV in order to decide whatemotion the ads are appealing to. What are the words or phrasesthey are using in get inside your head to make your desire theproduct?

And, what facts do the ads provide as a justification to buy?

The more you realize how advertising works and the more youanalyze the ads you see, the less you will be affected by thoseads.

And that means you will spend less money buying products youreally don't need.

About the author:Robert Sherman is the owner of Credit Card DebtHelp - a site that offers options to help consumers reduceand eliminate their credit card debt. This article is aselection from the free eBook How to Free Yourself fromCredit Card Debt available on that site.

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