buyers guideBuyers guide is what usually consumers run to when making an important purchase – whether it be a car, a computer, a software, a cellphone or even make-up. This guide is usually a compilation of product reviews of experts that are available in newsstands alongside magazines and newspapers. A buyers guide is supposed to provide you all the information you need about a certain often newly launched product, and get you all excited with all the wonderful product features and specifications. This is why it is supposedly a powerful tool for marketing and selling. Fair warning though on buying and reading a buyers guide prior to purchase, one must know that the guide is actually just compiled by a publisher, but it is the product’s manufacturing company that sponsors and pays for it. In short, it is sort of an advertisement or promotion care of the manufacturer.

Why a buyers guide is an ad in disguise

Do not be easily fooled by a buyers guide. And here are some of the reasons why.

  • It is more often than not sponsored by the product’s manufacturing company itself. That means, the writers of the guide cannot say anything bad against the products or the company.
  • A buyers guide is only one-way – meaning the writer talks about the product, and the reader learns more about the product by reading up on it. No conversation or two-way interaction is done. As a reader, you are just forced to accept everything the buyers guide is saying, without being given the change to interrogate or interpolate. That is one of the weaknesses of the format of the guide.
  • It is an advertisement from the manufacturer in disguise therefore it is biased. Most of the time the writers of the buyers guide are, if not from the manufacturing company itself, are hired writers so they have a common interest of promoting the product.
  • The guide, coming from its name, is supposedly favoring the buyer, helping him in his next purchase. After all, the customer is always right. And a buyers guide is supposedly there to uplift the customer satisfaction. The caveat though is that since it is manufacturer produced, it cannot criticize or mention the disadvantages of the product. And when the user buys the product, he expects only the good stuff mentioned in the guide.

Unfortunately, many buyers guides are still being distributed and sold out there in the newsstands. If only the people knew that instead of a guide, people should go for unbiased product reviews online instead.

Blogs: In lieu of a buyers guide

Since they are not absolutely a hundred percent true and objective, consumers can turn into online product reviews. Consumers are becoming smarter and more discerning, and they know the difference between information that is biased and real consumer feedback on the product use. Nowadays one can determine if it is a sponsored post or not. And thanks to the internet, one can easily find these unbiased product reviews via the form of blogs.

But the battle does not end there. The true power of the consumer is in seeking information and demanding this from the manufacturers. They do not misled the people with lacking or misleading product information. This is part of the consumers’ rights, alongside prompt action whenever a product does not fulfill what it was supposed to do. Consumer forums must be present and must be heard by the manufacturers. There are consumer feedback forums and sites already present online where people can turn into before they judge and push thru buying a product. Instead of a one-way posting, consumers can actually converse and ask questions about the product. Sometimes they can ask the manufacturer directly. As part of their creed towards greater customer service, they must know how to correctly address the concerns of both potential and current customers alike.

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