Mobile advertisers and marketers have developed campaigns over the years that keep consumers upgrading their plans, phones and accessories because they understand consumers are never content with what they have but are always looking for what we consider a better product.
Would you be surprised if I informed you that many of those advertisers are banking on enticing your primitive urge to sell their product faster every time!
I worked for an advertising firm in 1996 and one of the primary techniques they taught us was to up sell potential customers on the following: Jones Effect, Fear of Loss and Rehash.
Jones Effect: “Keeping Up with the Joneses” is an idiom in many parts of the English-speaking world referring to the comparison to one’s neighbor as a benchmark for social caste or the accumulation of material goods. To fail to “keep up with the Joneses” is perceived as demonstrating socioeconomic or cultural inferiority. Because someone else is seemingly more efficient or compatible, many men and women tend to upgrade only to find the software is a bit more complicated than advertised, the car burns more gas than the one traded or, the computer has less memory or functions than the old one because they made room for the new features. Contrary to what the reasons are, upgrading because someone offers improved or has enhanced goods and services does not signify that what’s advertised, offered or marketed is superior.
Fear of Loss: When you see something advertised and it says “won’t last long or buy today” those are fear of loss statements that generally convince those interested in purchasing to do so in a timely manner or risk losing the item. Men and women fear if they do not engage or consent to an affair or unhealthy relationship that they may lose a good candidate. Word to the wise, if they were that good the relationship would not have a need to be a secret nor require a hasty response. This tactic is utilized to cause you to make erratic decisions on impulse only to find those decisions costly after the adrenaline has subsided.
Rehash: When we rehashed consumers in the advertising field, it consisted of us soliciting them to buy more of the same product. We did not change the product; we simply offered more of the same product but with a different tone. Many are being offered a new mate with the same or inferior issues the current mate possesses. Regardless of what the item offered, with many upgrades comes stipulations and in the case of your wireless provider an added fee and extended contract. (This one will hit you later)
The mate you may have may not always work as they did when you all first met, but it may be more wise to invest in improving them than seeking an upgrade with another service provider. Invest in what you have, because enduring the season of planting will allow you to reap the harvest of your labor.
Mo Stegall, is a world class keynote speaker, prominent relationship specialist and empowerment coach. He is the author of the bestselling relationship book “From the Hands of Delilah to the Arms of Samson“. His empowering platform has encouraged and transformed millions of lives worldwide. He is passionately inspired to educate, encourage, and empower communities globally. He travels the country teaching men how to become Treasure Hunters & Jewel Experts, assisting women identify their strengths and deficiencies with his popular Jewel Tips and empowers communities to build healthy relationships through his widely successful Power Talks. He is a popular conference speaker, event emcee and college lecturer. For more information visit www.mostegall.com