How Sears Sold Trust with a 5% Profit Margin
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This vintage Sears ad nails consumer psychology by showing a pile of coins next to a promise: their profit is less than 5%. It’s a brilliant way to make saving money feel real and relatable. The message? Sears makes less so you can keep more. It’s confident, transparent, and perfectly aligned with their brand’s everyday value positioning.
Why This Ad Works
- The visual of loose change instantly connects to saving money.
- The headline is factual, not flashy, which builds credibility.
- Mentioning 'less than 5%' creates a sense of honesty and frugality.
- It transforms a profit margin into a customer benefit.
Brands Using the Same Strategy
Costco emphasizes small markups to highlight customer value and trust.
Aldi markets its efficiency and lower overhead to justify cheaper prices without compromising quality.
Creative Variations
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