I have been thinking a lot about how powerful words are when it comes to selling products. This deep thinking started when I noticed, while taking a shower, that one of my shower gel bottles had the label, “for adult use only”. I wondered what exactly did that mean? Putting aside my first thought that it was growth stunting, therefore not good for children… but good for adults. Who wouldn’t want to stunt the growth of the extra tire? Something that most adults worry about acquiring on the midriff. I concluded what it really meant. It was all a trick to suck people into buying something so-called special, just for themselves. It was designed to make adults, mainly women, to believe it was something to help get them away from the kids and treat themselves to a nice, especially good, smelly, relaxing shower. That particular bottle of soap was a gift, so I don’t know if the words would have worked on me or not if I were to actually purchase it.
There are all sorts of adjectives that suck us in: Juicy, light, surprisingly wonderful, low fat, simple, slimming, fresh, free, large, unbeatable and delicious (that’s for you Anne and Kirstin). Get this, one of my body cream bottles is called, “without a care, cream”. Haha! I really like that one; reverse psychology. These are all wonderful words,well, almost all if you don’t like the word delicious. All designed to entice even the toughest customer.
Then I wonder if the sale of the product is so enticing after all. Some things just pass over my head until I stop and ponder… now just what are we supposed to think that means? For example, I noticed the other day, a commercial that I have seen over and over again, but didn’t really soak in what they were trying to say. The catch phrase was, “we captured it at the exact peak of freshness”. You know, that sounds good at first… fresh food, yummy and extra healthy. But when you start really thinking about it, how do you capture things at the exact peak of freshness? How do you know it is actually at the peak of freshness? If the peak of freshness is right at the moment of harvest, then how on the earth can it be at its peak of freshness after being processed, packaged and sent to the grocery store? And then, if it is at the peak of freshness at harvest, the very next moment is the beginning of the rotting process. Ew. So, they got it at the peak of freshness when they harvested it, then they proceed to sell rotting food. Now that commercial doesn’t sound so good after all.
Another “thinker” was an advertisement that would say, “our hard to find locations are at…”. I had to listen to that one over and over again. I wasn’t sure if I was really hearing that right. If you want someone to come to your store, wouldn’t you try to make it easy to find? The same company, a mattress store, used the saying, “it’s not too late to sleep like a baby”. What the hey? Anyone who has had a baby knows how a baby actually sleeps, and will run, run, run away from that store! If they guarantee that you sleep like a baby on their mattresses, that means you will wake up every 2 to 3 hours! Nope, that doesn’t sound so good either.
There have been some double-take kind of commercials, like the bread commercials… the ones where the bread is baked by their master bakers. Wait… what did they just say? Maybe I really don’t want master bakers baking my bread… it sounds questionable.
While I am on the negative side of the advertising words realm, how about the guilt trips or the threats? You know, “limited time only” don’t miss”, “you must”. Or rather, “you better not miss your chance or you will be sorry!” It’s like you are stupid if you don’t participate; or you are sure to end up with a black eye if you ignore them. I also get a little lost when the ad says, “your choice”. Huh? If I want to buy something, isn’t it usually my choice? What if it wasn’t my choice? Would that mean that I had to buy something that I really didn’t want because it wasn’t my choice?
What really hooks me is in, is the humorous commercials. Now, who wouldn’t be sucked in by “no bull” and “trunk monkey”?
Sometimes the packaging has to be fixed, well, maybe just simplified a little more, or rather laura-fied. I must have been really tired one morning because again, as I was taking a shower I was reading the shampoo bottle and read that it was special for mula. Who or what the heck was mula? I stood there for a long time trying to figure it out. DUH!!! what it really said was, “special FORMULA”! There must have been just enough of a space between the first two sylables for me to make that mistake. Shesh.
So, what have I learned from all of this? Well, it’s that I watch way too much TV, read too much in the shower, and think way too much about silly things! Life is fun!