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Sound Advice: March 12, 2025

“If You Qualify . . . “ 

That’s one of the key phrases regularly used in commercials now heard on radio or seen on TV.  It’s neck and neck with “you deserve”, “you owe it to yourself”, and a handful of other silly word hooks intended to convince folks that there’s either an element of exclusivity involved or you are overlooking a benefit that you are entitled to.  Typically, the answer to the question about qualification depends on whether or not you are currently breathing, definitely a high bar for some people.  If you can hear the commercial, you qualify. 

Advertising specialists are always on the lookout for phrases that will tempt the public.  By suggesting that whatever they’re hawking is not available to everyone tends to deliver a stronger appeal.  That’s much the same as trying to get a reservation in a restaurant that’s hard to get into.  Not everyone can get in, so there must be something worthwhile.  Or so they would have you believe.

Commercials often use the phrase "if you qualify" to entice potential customers by suggesting that they might be eligible for special benefits, discounts or services. This strategy serves several purposes:

  1. Encourages Engagement: By implying that viewers might qualify for something exclusive, commercials encourage people to engage further, such as calling a number or visiting a website. This increases the likelihood of converting viewers into customers.
  2. Creates Hope and Interest: The phrase "if you qualify" creates a sense of possibility and hope, making viewers more interested in learning more about the offer. It can make the product or service seem more appealing by suggesting that it is exclusive or limited to those who meet certain criteria.
  3. Avoids False Promises: Using "if you qualify" allows advertisers to avoid making promises they cannot keep. It sets a condition that must be met before the benefits can be claimed, which helps protect the advertiser from potential legal issues related to false advertising.
  4. Targets Specific Audiences: The phrase can be used to target specific demographics or groups that are more likely to qualify for the advertised benefits. For example, Medicare commercials might target seniors who could qualify for certain plans or subsidies.

“If you qualify" is a marketing tactic that aims to engage listeners and viewers, create interest, and manage expectations while avoiding legal issues related to advertising claims.

N. Russell Wayne

Weston, CT  06883

203-895-8877

www.soundasset.blogspot.com

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