For the umpteenth time, I saw a graphic designed to spur action, convincing digital passersby to invest in pots.
Not again. Not again, I thought.
In this article, I shed light on the increasing use of the word “invest” to justify lavish spending, increase sales, and support consumerism.
In the world of marketing, words are used as a tool to spur actions, evoke emotions, and nudge consumers to let go of their hard-earned monies.
Emotional words grab our attention because they connect to our feelings.
Some of these marketing words/phrases include:
- One month free
- Save 50% when you buy two
- Limited time only
- Prices starting from 5 euros
- Up to 30% off
- Guaranteed
- Exclusive
Let’s examine a few of these:
One month free | Save 50% when you buy two
These phrases capture greed. They connect with our need to make a bargain. Almost everyone wants to save. So, when you see “Save 50% when you buy two”, that connects with a pre-existing need.
“Limited time only” forces you to make a buying decision immediately. The scarcity mindset kicks in, and you want to get it before the offer disappears.
“Guaranteed” taps into our need for security.
And who doesn’t want to be treated specially to an “Exclusive” offer?
The Emotional Appeal of ‘Invest’
One unsuspecting culprit is the word “invest”. This word taps into our deepest desires. When we see or hear “invest”, we see in our mind’s eye not a purchase, not a flimsy discardable material, but a commitment to something valuable and enduring.
It triggers feelings of trust, hope and anticipation. It suggests that by parting with our money, we’re making a wise and calculated decision. We feel like our ducks are in a row. We hope that the returns will be worth the financial and physical outlay. We anticipate something satisfying and worthy in return for our commitment.
Alas, it’s a shoe you just bought. 😂
Phrases That Employ ‘Invest’
Let’s look at some examples:
Invest in your health with our state-of-the-art equipment.
This skincare routine is an investment in your beauty.
“Invest” is not only used in marketing. It is also used when someone is convincing you to buy something.
“Invest in a good pair of jeans.”, ” Invest in good glasses.”, They say.
These phrases all have one thing in common – They convey not just the act of buying but the act of securing a better future, whether it’s through fitness, beauty or appearance. They plant the idea that you’re not just spending; you’re investing in yourself or your loved ones. They tell you subtly that this buy is worth it.
Because most of us aim to invest rather than buy (whether we succeed at it is a discussion for another day), when you see invest, you start instinctively cooking up reasons why you should have it.
Perhaps the most intriguing aspect of using “invest” in marketing is how it shapes compelling calls to action (CTAs). Phrases like “Invest today for a better tomorrow” jolts us to immediate action, compelling us to take the plunge.
What does it mean to invest?
To invest is to commit (money) in order to earn a financial return – Merriam Webster
(informal, often humorous) to buy something that is expensive but useful – Oxford Learners’ dictionary
With these definitions, you could invest in microwave, just as you could invest in shares.
Of course, the grammatical and contextual use is right. But what does using “invest” with consumer items do to your purse? How does it affect your spending?
Note that “invest in”, is hardly used for cheap items, it is reserved for pricey items, the ones you would rather not buy.
Most people want to invest and welcome opportunities to invest. For prudent consumers, the use of “invest” seems to give the permission that the spending is justifiable. The suggestion that that splurge is nothing but an investment will at the least make us backtrack and give it a thought, and at the most give us a pat on the back for our wise financial decision.
Are you spending or investing?
Do not confuse the investing in consumer goods and expensive products with actual investing in assets that will yield financial return.
It’s still okay to spend prudently, to make a wise purchase. You can still buy quality jeans. You don’t have to convince yourself to invest in a pair of jeans. As Nigerians will say, buy it with your full chest.
When you see the phrase – invest in “fill in the gap”, replace “Invest in” with “spend on”, does it still appeal to you?
When you see the word “invest” , stop and think, are you really investing?
