Tuesday 26 February 2013

Puffery



It is easy and alluring to set high hopes of customers in the beginning to get business from them. But will those hopes be fulfilled later on? Puffery as a legal term refers to promotional statements and claims that express subjective rather than objective views, which no "reasonable person" would take literally.[1] In a sales letter it is crucial to remember that what is stated in it should be achievable and fulfilled once the customer buys your product or service.


The Costco Wholesale Sales letter claims that by being a Costco member the customer will get 40% discount on various items. This will allure many people to become Costco members, now it becomes Costco’s obligation to fulfill it. Moreover, the claim made that average Costco member saves $2800 a year, must be made on some research. Vague assumptions should not be made.



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