4 Key Components that Makes an Infomercial Successful?
What is an infomercial?
An infomercial is a type of advertisement which is often designed to promote a product or service in a very persuasive way. To be successful, an infomercial must be able to grab viewers’ attention and keep them engaged.
What makes an infomercial successful?
Are you wondering if investing your marketing dollars in infomercial advertising is worth it? You have the answer to a common problem and you want to reach the people who need it. In today’s digital world, is infomercial marketing still a valuable path to take?
Launching any new product or service can be difficult. You need to shift your focus to generating awareness, building value, curating word-of-mouth, and obtaining repeat purchases. There are many marketing strategies that you can use, including digital and TV advertising. Even though digital media has changed consumers’ buying habits, TV infomercials are still a reliable way to market your business and generate sales.
BusyBoy Productions is a marketing and video production company that has launched numerous products and services through TV infomercials over the past 20 years. Many of these products have achieved seven-figure sales. To reach this level of success with your infomercial, you need to have four key elements in your infomercial video script. The typical infomercial commercials are one or two minutes long and should include:
1. Problem/Solution
For an effective infomercial, it is essential to quickly identify the problem your product or service solves in the opening moments. This helps to capture the attention of potential customers, whether they are browsing through TV channels or scrolling through their social media feeds like Instagram. The goal is to “stop the scroll” and the best way to do so is to relate to the audience by addressing an issue they can relate to. We can see this technique used successfully in the OxiClean commercial featuring Billy Mays, which highlights and solves several issues with powerful product demonstrations.
2. Features/Benefits
To convincingly demonstrate the value of your product or service to your audience, you need to focus on its unique features and benefits. Through market research, you can identify which features and benefits customers prioritize for your specific product or service. Showcase these in your infomercial, drawing attention to the key ingredients that solve the problem they are trying to tackle. Explain how the consumer‘s life will improve or benefit from your solution. As an example, take a look at this video we produced for “The Amazing Vibrating Platform.” It clearly highlights the features and benefits of this innovative product.
3. Credibility
Consumers enjoy purchasing products they can trust and read positive reviews. To foster that trust, testimonials and word–of–mouth reviews are invaluable. When working with an infomercial production company, it is essential they understand the importance of including these components in the scripting. In digital media, user–generated content (UGC) is a form of testimonial that comes from customers who have received or bought a product, and are passionate enough to share it with their audience, friends, or family. UGC resonates because it feels like a reliable, friendly review. Additionally, hiring talent to demonstrate a product in a video, and discuss how it has changed their life for the better, is a great way to build credibility and trust. The Eustachi infomercial, for example, includes a genuine customer review and how it has improved their lifestyle.
4. Call-to-Action
Creating a call to action that is irresistible is essential for closing the deal and converting the sale. Your CTA should be designed to ensure that the consumer doesn‘t miss out on a special, limited offer or even free shipping or free gift. With an offer the customer can’t refuse, combined with problem-solving features, unique benefits, and testimonials, your infomercial will be a success. This Duff Doorstopper commercial demonstrates the power of an irresistible offer in the call to action to make a major impact.
By following these tips, you can create an effective infomercial that engages viewers and encourages them to take action. You can also use these tips to improve existing infomercials and make them more successful.