I read every day, all day long so anything I can do to help me finish faster is considered a blessing. That’s why an infomercial caught my attention the other day. It was for a software program designed to help you read faster and comprehend better. It was just $14.95. “Good deal!” I thought. I was in the middle of cooking dinner so I jotted down the URL and 800 number.
When I had a break, I visited www.eyeq.tv to check out the offer. Just as was repeated over and over on the infomercial, the website posted a free 30-day trial and a price of $14.95. I noticed immediately that the site was not secure so I wasn’t about to enter my personal information or credit card details. I looked around the page to see what else I could find before calling. That’s when I saw it. In little, tiny print.
“After 30-days, will have just 3-easy payments of $83.33 per month.”
Oh give me a break! I fully understand the principle of breaking down a price so it seems more manageable, but nothing – I repeat nothing – on the TV spot said anything about additional payments. In fact, unless you looked closely at the web page, you wouldn’t have noticed the 3 payments of $83.33 there either.
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In my opinion, this is what gives advertising a bad name.
If you claim your price is $14.95 then sell the product for $14.95. If the product sells for 3 payments of $83.33 then say that’s what the cost is. Trying to trick people is just a juvenile antic that causes elevated rates of return, excessive credit card charge backs and bad reviews.
If tricking them is the only way you can get people to buy your product or service, you need to close your doors today.