Developing Sales Resistance 101: Sales Technique #2

Marketers have a lot of tricks to get us to buy (see Sales Resistance 101: Introduction). One of the most essential is

Sales Technique #2: Play off of our sense of identity

They give us messages, both subtle and overt, that tell us if we want to be a certain way we need their product. As a mom, I see ads pointed at me all the time. In these ads there are a million suggestions, things like:

Moms who care about their kids safety/health/learning buy this product.
Quality time with your kids looks like this (insert heart-warming visual with the product).
Your kids will know you love them if you use this product.
Savvy parents use this product to handle their crazy lives.
Moms deserve a break; see how everything else goes away when you use this product.

Of course I care about my kids. I want to spend time with them and show them I love them. I wish my crazy life was a little easier sometimes, and I value the times when I get to take a break. Does that really have anything to do with buying a particular safety product, toy, or food?

Some products make sense. Others are all about image, fear, or guilt. Before you buy, ask whether you are trying to prove anything with the contents of your cart.