By Logan Flatt, CFA

Got money problems? Need help controlling your desire to spend, spend, spend? There are many different ways to insert financial self control into your life. One way that you may not have thought of is to take control of the power that America’s marketers have over you and your desire to spend your hard-earned money needlessly.

Some of the most talented marketers in the world ply their trade in America every day, crafting TV commercials, radio spots, print ads, billboards, Web ads, direct mail pieces, telemarketing scripts, and other forms of marketing communications to “inform” you about various products and services they want you to buy. If a talented marketer can attract and hold your attention for just a few precious seconds, that marketer can use powerful techniques to tempt you to voluntarily hand over your hard-earned money in exchange for the product or service the marketer has to sell to you. Unfortunately for you, most marketers are really, really good at what they do. They know how to attract your attention and then work their marketing magic on you – possibly without you even realizing it!

Nonetheless, you are not completely powerless in the marketing game. You can take specific actions to significantly reduce the power that marketers have over you and your desire to spend needlessly. Here are nine tips – some easy, some hard – that can help you insert financial self control into your life by holding America’s extremely talented marketers at bay.

Tip #1: Hide Your Telephone Number

The best way to put a stop to unwanted telemarketing calls at your home is to pay your local phone company a few extra dollars a month to make your telephone number unlisted and/or unpublished. You can’t receive unwanted telemarketing calls if telemarketers cannot get access to your telephone number.

Tip #2: Register Your Telephone Number

You can also place your telephone numbers on the Federal Trade Commission’s National Do Not Call Registry. By law, telemarketers must remove your telephone number from their call lists if you are on the federal registry list. If the telemarketers call you anyway, they could be subject to federal penalties. To add your telephone numbers to the Do Not Call Registry, call 1-888-382-1222 or go to www.donotcall.gov.

Tip #3: Mask Your Telephone Number

Do not give out your real phone number when filling out forms on a company’s website unless you already know in advance that you would like for the company to contact you in an emergency (e.g., so an airline can let you know your flight has been canceled) or to tell you more about a product or service you are considering but want to talk to a company representative about it first (e.g., a used car you saw at a car dealer’s website). Sometimes, an online form will require you to put in a phone number before you can submit the form. What to do? Simply enter your area code and then 555-5555.

Tip #4: Opt-Out Your Credit Report

If you wish to reduce U.S. Mail solicitations for credit card and insurance offers by companies that target you based on the information contained in your credit reports, there is an opt-out program operated by the four major credit reporting agencies, Equifax, Experian, Innovis, and TransUnion. Once you opt-out, your name stays on a “do not contact” list for five years. There is also a permanent option. For more information, call 1-888-5OPT-OUT or go to www.optoutprescreen.com.

Tip #5: Let Your Preference Be Known

The Direct Marketing Association also maintains a database of consumers who prefer not to receive U.S. Mail solicitations. DMA members must remove those consumers from their mailing lists. Once registered, your name stays on the list for five years. Send your name, address, and a request that the DMA add you to the opt-out list to:

Mail Preference Service
Direct Marketing Association
P.O. Box 643
Carmel, NY 10512

Or, for added convenience, you can pay a small fee and do it online at www.dmaconsumers.org.

Tip #6: Flag Your Account

Do you already do business with a company that continuously sends you offer after offer by U.S. Mail each week – or worse, several times a week? There are many credit card companies out there that do this all the time, sending out credit card offers, convenience checks, and short-term loan offers by the millions each and every week. The easiest way to get them to stop sending offer after offer is to mail a polite letter to the company’s Customer Service or Consumer Relations department simply asking them to put you on a “do not mail” list, if they have one. Be sure to include your account number in the letter so that they know you are an existing customer and can flag your account as being on a “do not mail list.” Do this once, being sure to make a photocopy or two of the signed letter before you mail it. Then, wait at least two months to see if the offers from the company reduce in volume or stop altogether.

If after two full months the company’s offers keep coming to you at the same rate as before, make your request more serious by writing a new letter addressed to the company’s General Counsel, the attorney the company keeps on staff or on retainer to handle its legal matters. You might be able to find his or her name on the company’s website. If not, just address it to “General Counsel” at the company’s headquarters address. Again, be polite in your letter to the General Counsel, and simply repeat your original request. Be sure to let the General Counsel know that you wrote the company about the request at least two months ago and experienced no change in the number of offers you received each week. For the General Counsel’s convenience, attach a photocopy of your original letter to the new letter. Getting the attention of the company’s attorney should help get you on an internal “do not mail” list at the company.

Tip #7: Monetize Your TV

You probably think your TV exists primarily to entertain you with your favorite TV shows, but you’re wrong. Your TV exists primarily to allow America’s marketers into your home where they can market products and services to you and your family while you are relaxed, in a safe place, and mentally open to a quick sales pitch. It is no surprise that TV has been the American marketer’s most effective marketing tool for over 50 years.

How best to cripple the marketing power of TV in your own home and render it useless to marketers? Simply turn off, unplug, and sell your TV sets for cash on craigslist.com, at a pawn shop, or at a local thrift store. Then, add the cash to your savings account or use it to pay down your debts – that’s an instant increase in your financial security. With all your TV sets out of your home, you will never even see all those pesky TV commercials “informing” you about new products and services you don’t really need and tempting you to go out and buy them.

Yes, at first you will miss your favorite TV shows, but not for long. You’ll soon forget that TV shows even exist because the principle of “out of sight, out of mind” really works. You’ll soon rediscover that there is so much more to life than sitting around on the couch watching the “boob tube.” Yes, your friends, family, and colleagues might think you’re a little strange for not having a TV set in your home and not knowing all the little details about all the latest TV shows they want to talk about, but so what? While they will possess useless TV knowledge and be tempted by hundreds of TV commercials every week, you will soon discover that TV ignorance is wealth-building bliss!

Tip #8: Turn Your Radio Off

What works for TV also works for radio. The morning drive shows on most major radio stations are designed to hold your attention while the on-air personalities talk about companies’ products and services in a clever, casual way. Take control by turning off the radio and putting in a CD or using an iPod containing your favorite music, audio books, or podcasts. You’ll arrive at work fully entertained and informed, yet none the wiser about what marketers want you to learn from their radio commercials and on-air plugs about products and services you probably don’t really need.

Tip #9: Put Down That Magazine

Mass media magazines like Cosmopolitan, Men’s Health, People, InStyle, Time, Esquire, Vogue, US Weekly, Money, Sports Illustrated, and others are designed to be helpful to you and the lifestyle you lead. But, they can also leave you feeling insecure or inadequate about yourself as if something were missing from your life. Conveniently, within their very pages are advertisements – designed and paid for by marketers – that feature slick, high-quality photography showing happy, attractive people seemingly without a care in the world enjoying some great product or service that they supposedly just spent hundreds of dollars, maybe even thousands of dollars, to own or experience. Of course, the people in the advertisements are just actors and models, not real people like you, but the advertisements seem to tell your brain that you could be transformed to look and feel just like these shiny, happy people if only you were to plop down hundreds or thousands of your own hard-earned dollars for the same product or service the actors and models are enjoying.

How can you take control of the power that marketers have over your brain through their picture perfect advertisements? You guessed it – simply choose to not read mass media magazines. “But what about all the great content in those magazines?” you ask. Sure, the content may be fun, informative, and of interest to you. But, think about it: the content is only there to act as bait to get you to spend time with the marketers’ slick advertisements and be tempted to buy products and services that you probably don’t really need in the first place. So, decide which is more important to you: the content in mass media magazines or the contentment that you and your family will enjoy from knowing that you are well on your way to being financially secure thanks to you no longer being tempted by marketers’ slick advertisements in mass media magazines.

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