Secret tricks used to convince you to pay too much.

When you look at TV, radio and print ads,  there are several little understood marketing tricks that are used to get people to pay more than they need to.  Here are just a few of the popular tricks:

1. Advertising products as FREE or at  ridiculously low priced and making good money by:
   • Charging  jacked up Shipping and Handling (or Processing) charges to customers.
   • Offering a return policy with required jacked up return shipping and handling charges.
2. The old “Priced as Low As” trick:
   • When you think hard about this, it becomes crystal clear what they are really saying. We translate it as something like “We may sell you item(s) no cheaper than this price”.  Hey, what does that really mean anyway?  Most folks don’t think to hard about it and assume that they are selling stuff at fantastic prices. As you can image, this is often not the case.   Maybe we should ask them to advertise using this phrase “Priced as HIGH as…”.  Hmm, that probably would not sell as good.
3. The old, if it’s sold at auction, it must be cheaper trick:
   • In reality auctions can bring out the competitive nature in people.  Some people need to win at any cost. Since most auctions have a fixed minimum price set before the auction start, the seller is protected and may make more profit in less time using this approach.
   • So, you really need to do your homework before putting that bid out there on ebay.  Make sure you know what the item is really worth before you bid.
4. The “If we call it a Factory Outlet store, people will assume that the prices are less than the mall” trick:
   • In reality, you may actually pay less at the mall if you catch a good sale.  Also, don’t be surprised if you end up paying the same prices than you can find at the mall.
   • When you think about it, it is brilliant to setup factory outlet stores (that have less overhead cost than being in expensive mall space) and pricing them at the same or higher prices.  Also, many outlet shops are closer to upscale residential neighborhoods.  Someone really thought this one out.
   • Of course you may be able to find lower prices at the outlet stores at times.  Our point is, don’t assume that outlet store prices are cheaper before doing your homework first.

Can Extended Warranties extend your current bank balance?

Generally, we’re not big fans of paying  for extended warranties.  However there are times that they can make good economic sense.  So, here are a few things to consider before purchasing an extended warranty.

• Does it make dollar good sense?
  Take the purchased  price of item and divide it by the number of years that you expect to own it. Next determine the difference between the price that you pay for each extended warranty year you would pay for the warranty and multiply it by the number of years that you expect to own it.   Finally, do some number crunching using the information below:
  • Determine the length and coverage of the free warranty that came with the purchased item
  • Will this warranty fit your needs?  If not
    • Subtract  the number of years of coverage you have  under the free warranty to determine how many years of extended coverage you will want to buy to arrive at [A].
    • Take the annual dollar price for each year of extended warranty coverage and multiply that by the number of years of coverage you want (See A)  to arrive at [B].
    • Take the purchase price of the item and divide it by the years that you expect to own it past the free warranty coverage period  that came with the item (see A) to arrive at [C].
    • Determine the difference between B and C (above) and this will reveal if the extra coverage  makes sense.
    • If the difference between the above two calculated numbers reveals an annual warranty cost that is unacceptable to you, then you may want to consider skipping the extended warranty.
• You may already have free extended warranty coverage and not even know it!
  • Many credit cards automatically cover items purchased with that credit card.  Call up your credit card company and as if  you card is already equipped with this coverage.  If so for the details (preferably in writing).  Read the fine print to know how to jump through the hoops.
• Your automotive insurance company may offer you very reasonable prices on your automotive extended warranty (if you choose to purchase one).  That being said they have vehicle age and mileage requirements to qualify.  So, it couldn’t hurt to give your insurance company a ring.

• Automotive extended care warranties. Are they worth the cost?
  You really need to read and understand the fine print and limitations to these types of warranties.  Many sound good, but when you need it you could be very disappointed when you need to use it.  We would start by assuming that all auto warranties contain catches to them.  So, here are some of the question that you may want to ask before signing up:
  • What isn’t covered?
  • Are there any limits to coverage based on mileage and or age?
  • What do you have to do to file a claim?
  • On what basis can they deny your claim?
  • Will your rates go up in the future?
  • Is the warranty transferable to another owner?
  • Can you take your vehicle anywhere for the repair work (including the dealer)?
  • Are both parts and labor covered?
  • Is the drive train covered (engine and transmission)?
  • Are you able to stipulate factory replacement parts on your repair?
  • Are they highly rated by the Better Business Bureau and also from independent reviews that you can find on the internet?
• Some items that it may make since to purchase  extended warranties on:
  • Expensive electronics that can cost a bundle to repair (e.g.  laptop computers, hi-end televisions, hi-end printers, large appliances).   Home warranties can be handy to help you sell your home as well.