POA... the dumbest words on any advertisement!


Does any advertiser not understand that POA/ Price on Application actually stands for Pisses Off Anyone? When idly leafing through a six-month-old copy of Country Life at the dentist, I am amazed at the practice of sticking POA against the price of some of the houses advertised for sale. Same for when I pour over my monthly car porn magazines and fantasise about which classic car I might buy when my ship comes in (and after I have suitably bribed my wife with whatever retail therapy most floats her boat). What is the logic behind Price On Application? It’s an immediate turn off. Is it because there is such heat in the market that from day of publication to day of printing that prices will inexorably rise? I thought in terms of property, that was illegal and called gazumping. You always agree a price with the vendor that’s as fixed as an airline stewardesses smile. We live in a digital age. Prices can be checked and compared in a nano-second. Is the advertiser insinuating: “So, pay attention here. Most of you great unwashed, don’t get your hopes up. You cannot afford it and I simply cannot be bothered to talk to anyone before I know he or she has the readies to cough up the ludicrous sum I don’t dare print.” This is appalling customer service as it forces me to pick up a phone or log on to reveal this nugget of information. My time is being wasted by this ludicrous printed version of the dance of the seven veils. Don’t be coy Mr. Advertiser. Show me what you got! On occasions when bored (usually when waiting at airports) I give in to the devil in me and ring the offending advertiser: “Good morning. I wonder if you would tell me the price you are asking for the ‘Gilt-Palace-Nightmare’ in Dubai or ‘Please-stop-and-arrest-me-gold-plated-yuk-wagon’ advertised in the current edition of Shiny Things I can’t Really Afford?” When given the number, my unerring response is: “That cheap! No wonder you did not want to advertise the price as it shows how little you know about market value.” Sit back and then listen to a ten-minute barrage of self-important claptrap. It passes the time before boarding.

...and another thing

If I am the owner hoping to attract calls of interest, I would insist on printing the price. Even if 50% bother to make the call (a high estimate in my opinion) this time-wasting two-step has lost me 50%.

Imagine if real businesses were run along these lines. Pop into MickeyD for a cheeseburger and fries… but you must call ahead for a price. A night at the movies… no, seat prices can only be revealed once you get to the box office counter. Hip replacement surgery… we will tell you just before we administer the anaesthetic.

Maybe we should just reverse the whole process. You want to advertise my stuff… we will talk about commission after the sale!

Go Back

Add a comment: