We rarely spend with our heads. Our purchases are most often driven by our emotions.
Advertisers know this and they target out emotions to get us to buy.
We’re all familiar with the shampoo commercials that tell us nothing about the product but which assure us that by using it we will be irresistible to the opposite sex.
What is shampoo for. Cleaning hair or as an aide to hooking up?
Why did you choose the brand that is in your bathroom right now?
What appeal did the product make to you that made you hand over even 1 cent more than the stores bargain basement brand?
Shampoo has to clean your hair. It has no other function. The $1 family bottle will get your hair clean.
So what were you really buying when you picked up the more expensive product?
A reward?
Maybe you thought you deserved a treat.
Well ok, but why would a bottle of shampoo be considered a treat?
If you view it as an indulgence then you are perceiving it as a luxury. Why? It’s shampoo!
A bunch of chemicals mixed up in a great big vat in a dirty factory, then plunked into a plastic bottle. Some luxury!
How did they convince you that this product was worth paying more for?
You are probably wondering why I am obsessing over shampoo.
Well it’s simple. Most people are up to their necks in debt for one reason and one reason only.
Some slick advertising campaign convinced them that product A was worth paying more for than product B.
“Product A would make you feel special; feel loved; feel attractive; feel superior; make others admire you and want to be like you and make all of your dreams come true.
Yeah and I’m Father Christmas.
How about that $100 pair of cute shoes that you can’t walk in?
Obviously the function of shoes is to protect your feet, not cripple them. You screwed that purchase up didn’t you!
I’m assuming that you already had a pair of shoes on your feet when you went to the store to buy your new ones. So the need to protect your feet was already met.
Well, why did you buy them? What was driving you?
What was so critical about those shoes that you would exchange hours of your work to pay for them?
You had to have them to go with your new dress. Oh ok I understand now.
I understand that you couldn’t make a simple decision. The one where you would have brought a dress that matched the shoes that you already had.
Why yet another mobile phone? Another TV? A $50 dinner in a restaurant? Some gadget that you will never use.
Why? Why? Why?
Does money make you so uncomfortable that you can’t bear to hold on to it. Does it repulse you so much that you have to have it spent before you have even earned it in the first place?
No, I doubt that’s the case. Here is what is going on.
All around you people make value judgements.
Every minute of every day, we judge ourselves and each other.
The trouble is that we have been indoctrinated with the idea that a persons value is measured by the possessions that they have, the house, the car, the clothes, the gadgets. That our our self worth comes from having lots of shiny things. More things = more happy.
Except it’s not true. A life full of things can be empty and lonely and miserable.
Money can’t buy you happiness so you may as well stop trying. It ain’t gonna work.
The truth is that you make a few rich old men richer when you consume. And since these rich old men control the system because they really are THAT rich, they make sure that you learn your lesson early, in school, then the lesson is constantly repeated to you so you don’t forget it.
You can give thanks to the media for that. Their main role is to sell you the illusion and keep the money flowing. Your role in life is to be a good reliable consumer.
And you will be, because you will always be buying more, getting that temporary high when you buy, then searching for your next fix, because the buzz didn’t last, because it wasn’t real.
Ask yourself the question each time you reach for your wallet. What am I really buying? What need am I really trying to fill.
When you have worked that out you are halfway there.