When I walked in the door last night, I saw some of the sale and advertising brochures that are delivered to everyone's home each week on our dining room table. I idly flipped through one of them, from a discount store, while I ate my dinner...because I didn't have anything better to read like the side of a cereal box or anything.
The first thing that caught my eye was a refurbished Dyson vacuum. Hmmm, been watching out for one of those. But then I was distracted by a row of Christmas trees with lights and everything! Hmmm. Sparkly. Now, I don't need a Christmas tree, ours is pretty much the best around, (not that I'm bragging) but they still catch my eye.
It was then that I saw the incredible deal they had on trees! "Compare to $200.00" one price declared on a $110.00 tree. What a bargain! Of course, never was this tree offered at $200.00, and chances are you are currently seeing it at its highest price of the season. At first I thought, "how deceptive" but soon realized that this was a step better than all the ads that read "Originally $200, now $110!!!" Now that is deceptive. We all know that the tree was never $200. I guess it helps convince people the $110 price is actually a good price.
Recently, I saw a similar sign in a store that said "Originally $50.00, now $40.00!!!" They had the exclamation marks, too. Weird. But there was more - they also had fine print. The fine print was trying to explain the whole "Originally" thing. Perhaps the FTC has gotten involved in the crazy pricing schemes. The fine print explained that the "$50 price is indicative of an offer price that may not have ever registered a sale." (text is not exact, wish I had written it down, but it is very close).
Huh?
There were thousands of price tags with the same "explanation." I fail to see how the explanation makes the fake "original" price any better.
So last night when I read the whole "Compare to $200" pricing, I realized how brilliant that scheme was. They never actually indicate that the tree was ever $200, they are just asking you to compare the amount of $110 to the amount of $200. While I don't have any actual statistic to prove my case, I think that probably upwards of 80% of the worlds dumbest people would correctly understand that $110 is less than $200. Hence, a bargain!
I can think of so many applications of this whole "compare to X" sales technique that I could make a "top 100" list right now.
Think of this: Gregg, as a single guy (clearly before I met my wife), I approach Halle Berry. Let's listen in:
Gregg: (voice inside Gregg's head) Oh. My. Gosh. It's Halle Berry!
Gregg: (regular out loud voice) Halle! Yo!
Halle: Eeeeewwwwww.
Gregg: Compare me to a guy whose feet are on backwards and wears a bib!
Halle: Come with me, my dream date!
See how brilliant the whole "compare to" advertising method is?
I'm going to try it at work, too:
Gregg: (to HR VP) I'd like for you to raise my salary to 200K per year.
HR VP: Time for that random drug test, Gregg.
Gregg: Compare to 400K per year.
HR VP: Do you want the checks direct deposited?
See! Still brilliant! This could work with our picky eater, too.
Gregg: (to picky eater - let's call her Rebecca because that is her name) Here is your dinner we slaved over for 90 minutes. You'd pay $50 for that in a restaurant!
Picky Eater (Rebecca): Eeeeewwwwww.
Gregg: Compare to eating roadkill.
Picky Eater (Rebecca): While gross, I still don't see the difference. Plus you don't HAVE any roadkill here!
Gregg: rats!
OK, so it didn't work out that time. Still, two out of three times the "compare to..." technique was a winner. I'm sure you can come up with applications in your own life. Feel free to share! Oh, and while you are evaluating this post, compare it to a guy who doesn't use punctuation, the vowels "e" and "a" and randomly capitalizes letters.
Pretty awesome post, isn't it?