Buying the Sizzle, Not the Steak Knives

In the "Liar" chapter, IMPORTANT ASIDE: FIBS AND FRAUDS, Seth suggests that the wise consumer should put themselves in the shoes of the marketer... The consumer should ask the marketer:

“If I knew what you know, would I choose to buy what you sell?” - pg. 108

But what's taking place with folks who buy products from infomercials? Seems that 98% of  infomercial-based products are about sizzle vs. substance. How many times has an item actually lived up to its infomercial claims. Yet, people still buy? What gives?

SETH: I think the act of buying something from an infomercial is like buying Xray specs...

You’re not really buying a product. You’re buying the way it made you feel to buy it and watch the show and wait for it to arrive. My grandmother, who died a few years ago, loved to talk about an exercise device she saw on TV. You plugged it in and it exercised for you! If she had ordered it, she never would have opened it. The ordering would be enough. Like people who buy, but never follow, diet books.

Comments

[Mary Schmidt]

It's all about feeling...as Seth notes. As a savvy, "been around the block" woman I KNOW glob in a jar isn't going to make me look like an air-brushed Cindy Crawford...And, yet...and yet...for just a nanosecond, when I happen on an infomercial pushing "hope in a jar" I WANT to BELIEVE that THIS glob is DIFFERENT. HSN and such are addictions - not shopping outlets.

[Brand Examiner Paul]

C'mon. It's got a money back guarantee! Why would a company go that far to guarantee that glob? It must work... or they'd lose their shirts paying out that 'money back.'

Thanks for your comments, Mary!

[Mary Schmidt]

Rigghhhtttt....Like I'm going to admit to myself that I don't look just a teensy bit better - after days (or even months in some cases) of glopping the stuff on? And even if I'm not happy - I'm going to dig around to find the box with UPC code panel, the receipt, the return address, find a box, pack it, drive to the post office and pay to send it back.

But, then you knew the answer to that one, didn't ya?