You know what it’s like. It’s 11:30 p.m. and you’re skipping through the channels on your television to try and find something to watch. You’re not having much luck. Suddenly you see something interesting and take your finger off the channel button. You’re fascinated it’s some incredibly fit and good-looking woman with perfect teeth and washboard abs demonstrating a brand new piece of exercise equipment.
You keep watching like the rabbit caught in the glare of a car’s headlamp. The lady makes claim after claim about this fantastic new piece of at home exercise equipment. Apparently with almost no effort and by using it for only five minutes every other day you’ll be able to lose 10lbs of fat per week and you’ll lose 20 inches all around your body to boot.
Even though you know deep in your heart that you don’t get anything for nothing the lady is like a snake charmer. She assures you she used same piece of equipment to get her sleek looking body shape (as if!). She introduces many people (social proof) who like you used to be fat who swear that if you just buy the gadget all the work will be done for you. After all they’ve done scientific research to prove just how effective this new piece of equipment is. Sure enough a man in a white coat shows a chart showing just how more effective this new machine is compared to all the other pieces of equipment on the market.
Your heart races faster and faster could this be what you’ve been looking for? Is this finally going to be the piece of equipment that is going to enable you to get into that little black number? You get carried away with the slick sales presentation, the social proof, the authority and the price. After all if you just cut back slightly on this months budget you’d easily be able to afford the $200 they’re asking fo wouldn’t you?
You’re probably already doomed! Your blood is up you’re excited you know it’s going to work for you so you pick up the phone or fill out the form on the webpage and buy the product.
The next morning you may regret it but you say to yourself it’s too late now and after all it might work for me.
Sometimes what you buy actually does what it says and the equipment is well built and does the job. Sadly that’s not usually the case the equipment looks nothing like what you saw on television it’s cheaply made and not very well built. What’s worse you know in your heart no matter how long you use this rubbish piece of equipment there is no way you’re going to get the results you were promised.
For large purchases never buy on the day you see the advert. The likelihood is once the excitement has died down you’ll feel different in the morning. If you don’t and you still think it’s a great idea then by all means buy the product at least it’ll be your head making the decision and not your heart 
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