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.
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.
Rather than use terminology which is equated with religion, I will borrow one from the pop culture of the past:
“Word!”
Ah, yes. Continuity offers can be sneaky. And, done incorrectly–or more importantly dishonestly–they can get companies into big trouble with the FTC.
At the same time I wanted to point out something you didn’t mention. EyeQ has a great copy writing team. They write effective, benefit-driven copy. Whether for radio, TV or internet, everything I’ve been hit with from EyeQ has been highly effective. They manage to hit all the right emotional triggers. The copy forces your brain to think through their offer. I mean, its not like you were cooking dinner thinking, “Geez, I’m a slow reader. If only someone would make a program so I could comprehend more. Heck, maybe I’d finally be as smart as I think I could be.”
I mean lets face it, we all want to be smarter. But we don’t want to take the time to read. I’m a huge reader. And, I enjoy it. But, if I could read 10 books a week my book buying habit would finally keep pace with the amount of free time I have.
Oh, one more point about EyeQ’s highly effective copy writing tactics…I know the program. And, like any diet or exercise program, it works if applied.
…Again, I don’t endorse sneaky continuity sales tactics.
Welcome, Matt! Yes, I will have to say their copy is affective. It got my attention and brought me to the site. I would have tried the product, too, if they hadn’t been so sneaky about the price. Their underhanded tactics cost them a sale.
You’re right. They lost the sale as fast as you can say “lost-customer-acquisition-cost.”. How’s the old customer service saying go? Do something positive, customers tell 3 people. Do something negative customers tell 10 people.”