Sound Advice

Why you should ignore commercials that use the word "qualify" Commercials that say “qualify” are often trying to create urgency or exclusivity without being precise, and that can make the message misleading or annoying rather than informative. The word is vague enough to be marketing puffery, so it can hide important details like eligibility, cost or real odds of getting the offer. Why the word is a red flag It can imply you’re likely to get approved, when the real requirements may be much stricter. It often shifts attention away from the actual terms and conditions, which is where the real catch usually is. It may be used because “qualify” sounds official, even when the advertiser is just screening leads, not making a real offer. Better way to hear it Treat “qualify” as a prompt to ask: what are the exact criteria, what is the total cost, and what happens if I don’t meet them?   If the ad won’t say plainly, that is usually the point where skep...