They’re preying on you, like a lion lures a lamb.
Unlike the lion (who will do his best to stay undetected until he makes his deadly move), retailers come at you in plain sight. They have no desire to rip you to pieces. They want you alive, so they can bleed you year after year.
Retailers won’t jump you either. Instead, they play a game of not so subtle seduction, with one or two pieces of masterful bait, the first one being (drum roll):
Yes, Black Friday and Cyber Monday are around the corner, and credit card companies are already drooling over your looming debt increase.
We may all believe that we’re independent thinkers that cannot be manipulated, but psychologists know better. They know that one of the strongest human fears is the fear of missing out.
That’s why the time ticker at QVC and the Home Shopping Network is such an effective sales tool. It tells you how much time is left to get this incredible gadget you suddenly cannot live without. That’s why they throw in all these “but wait, there’s more” extras to sweeten the deal, but only if you BUY NOW.
Limited time offers and low prices are classic incentives to get weak and impressionable people to buy stuff. Black Friday and Cyber Monday are the ultimate examples of these incentives, because they only come once a year, and some of the deals are truly incredible.
You and I know that those heavily discounted doorbusters are meant to give you a shopping high, so you’ll buy more once you’re in the door. Besides, these deals will often come back in slower seasons.
If you’re still tempted to empty your wallet around Thanksgiving, I can’t stop you. But allow me to give you a few pointers, if I may.
1. Distinguish between a WANT and a NEED
Every time you’re tempted to make a major purchase, ask yourself:
“Do I really need it right now, or is it just something I want?” “Is it a necessity, or a luxury?”
If you wish to experience sustained success as a for-profit freelancer, there’s one simple formula you must stick to:
Keep your revenue stream high, and your expenses low.
So, if you really, really want to buy this nice, new, shiny piece of equipment, ask yourself:
– Will it make me more professional, productive, and profitable?
– Will my clients experience an undeniable difference as a result of this purchase?
– Will this investment pay for itself within a reasonable period of time?
For instance, a few of my voice-over colleagues are already salivating over a new microphone this season. But a recording will only sound as good as the space it’s recorded in. So, rather than spending cash on a new mic, it’s often much wiser to invest in creating a better acoustic environment.
Most clients won’t hear the difference between a $300 microphone and a $1000 mic. They will hire you because you’re able to deliver clean and crisp audio, without the sound of the neighbor’s leaf blower in the background.
2. Choose High Quality over Low Price
If you must make an investment, do your research before you make that impulse buy. This means you have to overcome one of humanity’s eternal weaknesses: the need for immediate gratification when buying something that’s on sale.
As a freelancer, competing on price is a losing strategy. You want people to pick you because of your added value, and that value is worth something. If you truly subscribe to this idea, you can’t just apply it to your own business. You have to “live it” in all areas of your life. So, stop buying things just because they’re cheap.
Only yesterday, I threw out all the heavy catalogues of the major pro audio retailers without even looking at them. Apart from being a waste of tropical rain forest, I have everything I need to run my business. I’ve carefully collected my equipment over time. I gave myself an opportunity to save up, to gather info, and to invest some of my profits in quality gear that will last for many years.
I’ve said it before, and I will say it again: Buying cheap can be expensive. Buying quality saves you money in the long run, and a whole lot more.
3. Choose the Planet over Price
I already mentioned the catalogues I had to throw away. But that’s not the only thing that concerns me.
In the past few decades, there’s a growing tendency among manufacturers to make things that only last a few years, and cannot be fixed. As a result, we end up with landfills of trash, gradually leaking toxins into the environment. Nature’s resources are depleted, and people in low-wage countries are exploited as they make the shiny trinkets we end up throwing away.
This process will go on for two reasons. One: because the environmental and societal impact of a product is hardly ever a part of the price. Two: because people like you and me keep buying them.
I’m a strong believer in creating change through spending. If I want local businesses to grow; local farmers to go organic, and make a decent living, that’s where I’ll have to spend my money. If I want manufacturers to create products that are environmentally-friendly, that last, and can be repaired, I have to show them there’s a market for those products.
Now, if you believe that you alone can’t make a difference, talk to Tara Button. Tara is Founder and CEO of BuyMeOnce.com. She was so frustrated with our throw-away culture, that she went on a global quest to find things that are built to last, and that are made in an ethical, green way. Her website features kitchenware, furniture, clothes, shoes, beauty products, and other things. Yes, you’ll pay more upfront, but you’ll save money over time.
4. Don’t spend all your money on objects
If you’re still itching to spend (or borrow) Black Friday money, do you really have to spend it on “stuff”? How fulfilling is that, ultimately? Once the rush of owning something shiny is over, there’ll be a new void, waiting to be filled. And what void are you filling anyway, and for what reason? Do you want to impress your colleagues?
To borrow a phrase from a weight-loss coach:
“Until you know what you’re truly hungry for, you’ll never be satisfied.”
We’ve been shoving waste under the carpet for decades. Is that a legacy you can be proud of? You don’t have to agree with me, but I think mother earth would be better off if we’d shift from an economy of “more and more,” to an economy of “enough is enough.”
As we’re celebratingThanksgiving, can we just stop for a moment, and be grateful for what we already have? Can we also spend some time giving, instead of getting? For so many charities, your (tax-deductible) donation is not a want, but a need.
If you insist on giving yourself a gift, why not buy a gym membership (and actually use it)? Why not enroll in a cooking class that teaches you to make healthy meals?
Treat your family to a trip abroad, allowing everyone to broaden their horizons, and to recharge those batteries that have been going non-stop.
Gift yourself to your community by volunteering! Science has proven that it is better to give than to receive. So, be selfish, and share your time and talent with those who need it. It will truly transform your life!
I’ll tell you one thing:
It will beat leaving Thanksgiving dinner early, so you can stand in a stupid line for Best Buy.
And if Black Friday shopping is a cherished family tradition you want to break with, you know there’s only one way to do it:
Go cold turkey!
Paul Strikwerda ©nethervoice
PS Be sweet. Please retweet!
About the author
is a Dutch-English voice-over pro, coach, and writer. His blog is one of the most widely read and influential blogs in the industry. Paul is also the author of "Making Money In Your PJs, Freelancing for voice-overs and other solopreneurs."