Working in public relations and marketing, I have a pretty solid grasp of the power of marketing on your buying decisions. You might be surprised at all of the different ways companies lure you into buying.
Here are the four major ways companies compete for your dollars:
- Personal selling (ever had a Mary Kay or Pampered Chef party?)
- Financing (90 Days, Same as Cash. Guess what – 88% of us don’t pay it off in 90 days)
- Traditional Media (TV, Radio, Internet, Billboards, Newspapers, etc.)
- Product Positioning (Brand Recognition, Shelf Position, Color, Packaging)
You’ve all seen the tantrum-throwing toddler in the grocery store. The ooey-gooey treat he wanted was positioned right at his eye level. Think that’s coincidence? No way!
As adults, we have our own little “tantrums”. How many times have you pouted and rationalized a purchase that you wanted but didn’t really need. We come up with all sorts of great reasons why we “need” something. There’s a certain “rush” or “high” we get when we buy something significant. I know I’ve experienced new-car euphoria (somehow that wears off after about the 5th payment).
As we all know, it’s pretty easy to spend more than you make, so we need to develop a power over our larger purchases. Just understanding that marketing efforts are all around us to push those emotional buttons to buy things is a start.
- Wait overnight before making a purchase. Sometimes just walking away and out of the store is enough to get you to really think about spending your money.
- Consider your motives for buying. Is it to fulfill some emotional need, to have something no one else does, to be “cool”? It doesn’t matter how much stuff you buy, it will not make you happy. Happy is where you are and who you are, not what you have.
- Never buy anything you don’t understand. An example for me are stocks and other investments. I don’t understand how they work (I will in a few lessons), so I won’t invest anything until I understand how it works.
- Consider the “opportunity cost” of your money. In other words, by spending $x on this, you’re forgoing the opportunity to purchase something else with that money that may have more value, whether it’s an intrinsic or monetary value.
- Talk with your spouse or a trusted friend before spending money on something of significance. Give yourself a sounding board to decide whether or not that purchase is really necessary.
I’ve noticed since I’ve started this class, that I’ve done a lot of picking things up in the store, carrying them around in the cart for a while, and then I end up putting it back. I can only imagine the amount of money I’ve saved myself just by taking a moment to decide if I really “need” something. Many times the answer is no – and that’s OK.