Regular readers know I don’t eat meat, and in my house, we buy groceries accordingly. We’re currently restocking the larder with soup for days demanding a quick hot lunch.
My recent purchase of Progresso green split pea soup taught us an important lesson.
The label said in 20-point type, “Vegetable Classics,” which we interpreted as vegetarian friendly.
Given the busy lives we lead, we appreciated the green banner calling our attention to the vegetables.
Only we missed the 13-point notation, “Flavored with bacon,” halfway down the label.
Oops!
It reminded me of when food stylists used glass marbles in a Campbell’s Soup ad, making the ingredients look fuller and more appealing. Can you say “deceptive”?
Now Progresso wasn’t being deceptive, though the 9-point “non-vegetarian” notation above the ingredients list could have been more prominent.
An old Latin expression says it all: caveat emptor — “Let the buyer beware.” It reminds consumers that it’s their responsibility to know what they’re buying, because there are always people looking to put one over on them.
We, as shoppers, must take responsibility for our own research. There are lots of folks trying to take advantage of confusion and distraction in today’s marketplace with questionable business practices, misleading claims, counterfeit products, hidden charges and outright fraud.
The thousands of shouted messages you receive daily each insist you buy something immediately. Vigilance is even more important today, since we can buy virtually anything by clicking a button.
So, consider this a friendly reminder to pay close attention before handing over your hard-earned money. Be sure you:
- Research any product before purchasing it.
- Read literature, labels, fine print and warranties.
- Check independent customer reviews.
- Verify advertising claims.
- Ask questions before signing contracts or making commitments.
Make certain you’re buying what you believe you’re buying. Be sure you’re dealing with a legitimate business that will help you work through problem transactions. And whenever possible, pay using a method that gives you leverage if there’s a problem.
Here’s the bottom line: It’s a tough world out there. Scammers are gunning for you, and you’re gonna make mistakes. But as Ben Franklin said, “An ounce of prevention is worth a pound of cure.”
Making the effort to prevent problems is far better than dealing with the consequences after it happens.
With that said, I wish you a week of profitable marketing.
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