Okay, here's something to think about.


Television Advertising.

It costs a bunch.

If Velma Vendor is selling knives, for instance, and spends a half hour of infomercial television time time offering YOU 17 knives, guaranteed up the yin-yang, for a single RIGHT NOW payment of $29.95, she is not doing it at a loss. Despite the seemingly low cost for such an amazing bargain, the knives are being mass-produced in China at about 67 cents each. Velma Vendor, and anyone who opts for media or print advertising, is in business to make a profit.

Advertising can get really creative. The ad writer's intention is to get YOU to buy the product or the service. Not only do you need to be convinced that you can't live without whatever Velma is selling, you also need to be convinced of the legitimacy of whatever her bargain is.

Watch out for products that blast out supporting comments like "FDA Approved" as their biggest reason to make YOU feel safe. The FDA will approve (for instance) 100 products and each has a ranking from best to worst. If the worst only helps you "some," but it does not hurt you, it may well have an FDA stamp of approval..

Or "Member of the Better Business Bureau." Yup, the company filled out an application and paid a fee to become a member, but nobody went out and physically inspected/approved the widgets that are for sale. It could mean that it's a brand new company and the forty-two dozen complaints have not yet hit the fan.

Know exactly with whom you are doing business.

Fight Fraud, America.