Maybe I should listen to different radio stations while
driving or not pay attention to the ads, but as it happens I have come to the
conclusion that the best consumer protection is between your ears.
The first ad told me that I could make millions just like
the announcer presumably did by following his method for flipping real
estate. It is easy and he will share his
secrets with me! Well, if it is so easy
and so lucrative, why is he wasting his time making radio ads, designing
brochures and holding seminars? If you
had an easy way to make money, would you, or any other reasonable person, stop
doing it to put together programs to share it with other people. If he is so generous, why doesn’t he just
keep making money by flipping real estate and then donate that money to a
worthy cause? The premise of the ad
makes no sense at all.
It reminds me of another that tells me that some guy knows
the secrets about how to make money in the stock market whether it is going up,
going down or running in place. The
questions are the same. If you know the
secrets, why stop to share them? This
seems like a poor use of his time when he could be racking up the big bucks,
sitting at his computer buying and selling.
Perhaps he is just an extrovert who gets lonely trading stocks all day and
yearns to have a big crowd of people around him in his free seminars – act now;
seating is limited. I really don’t think
that is the case.
Finally, some guy – why are all these voices on the radio
offering me such good deals men? – some guy tells me that he will sell me
property for an unbelievably low price.
In the ad he says something like, “you decide if other misleading offers
measure up to ours.” Is that a Freudian
slip? Does he really mean to imply that
his offer is just one of a larger set of offers that can all be labeled
misleading? You wouldn’t say that John is
going on a field trip with the other
girls in his class. John is not a
girl. To say it that way, you would
think that John, or perhaps Jon, is a nickname for one of the girls. So to ask me to compare his offer to the other misleading ones, makes me laugh,
shows that he needs someone to carefully edit his script or might be a subtle
clue to run the other way before doing business.
The problem is that these radio ads cost money. They wouldn’t be spending the money to
advertise if it were not showing results, results in the form of people
spending money on the programs and seminars that are so transparently
presented. There seems to be a breakdown
in critical thinking, the kind of thinking that makes people appropriately skeptical
when it comes to these too-good-to-be-true offers.
The FTC and other consumer protection agencies at all levels
of government cannot police all of these and cannot protect us from our own
foolishness. The best consumer
protection is between your ears. Many
advertisements are a lot more sophisticated than the examples I gave here. They will use every psychological trick to
try to separate us from our hard earned dollars. Be alert.
Be aware. Be on guard.
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