From its beginning, commerce has used exaggerating and misleading advertisements all the time. From a consumer's point of view, this isn't good; but it is an efficient way to sell products.
Persuasion
You are already looking at one, but let's look at computer monitors. Today, full HD true wide screen monitors have become standard. Sounds nice, but the old 17-inch computer monitor had a resolution of 1440x900. This is better than the 1280x720 HD monitor's resolution. Even 13-inch laptops came with 1280x800 screens. And, the resolution of an average 22-inch monitor used to be 1920x1200, which is better than a full HD monitor (1920x1080). Even so, computer manufacturers use the word "HD" to make people think that "HD" monitors are better than the old ones.
Impression is Everything
This is what is going on: Today's corporations know that making better images for their products boosts sales more than making better products; so, they have been working harder than ever to create the "illusion" of having better products. If you want to compete against them, you also need to work on making a better image for your products or store. To give a good impression, use everything that people see -- not just advertisements, but the looks of the package and even the appearance of terms and conditions plays a part in the game. Once you give consumers a better impression of your products than your competitors do, you will win.
Convince for Good
One thing you have to note is that there is a difference between conducting a scheme and running a business. If consumers realize that they've been tricked right after purchase, your store will get a bad reputation and won't be in business for long. On the other hand, going back to computer monitors, for example, if you get people to keep believing that a "full HD has the best image quality" without realizing that old monitors had a better resolution, then you can increase sales. You might get a prick of conscience (maybe not), but you do need some bluffing to run a business.
© March, 2010