I have been awake all night (thanks to some killer jetlag), surfing TV stations and watching infomercials. Basically, that is all that is on in the middle of the night.
And while I inwardly cursed that there was not a halfway decent movie to be found, I was struck by the sudden thought that watching infomercials is actually a brilliant way to learn about information marketing, copywriting, marketing process and tapping into a niche.
Let me explain.
Every infomercial runs to a very tight formula. And it is one that we use in our online marketing to connect with our potential prospect.
It goes a little like this…(and I am going to use the example of weight loss/ exercise equipment to make my point, purely because it is so prolific – let’s call our product the Super Duper Fat Blaster).
Firstly, the viewers attention is caught by a grabby headline…
“Are you tired of that ugly belly fat hanging over your jeans? Do you wish you had a toned and sculpted beach ready bikini body? Are you sick of hiding those unwanted pounds under unflattering and unfashionable clothes? Do you constantly feel lethargic, lacking in energy, and depressed that simple daily routines like playing at the park with your children leave you feeling exhausted?”
Ok, this is both an attention grabber, and a qualifier. If you have never found yourself thinking any of those things, chances are you are going to change channel right now. And that is fine, because the advertiser is not likely to sell you anyway.
If, on the other hand, this describes you and your situation, the screen is more likely than not to have your full and undivided attention right now.
Notice the use of very emotional language and specific, descriptive sentences? This use of emotion is designed to hook the prospect, and encourage them to feel the specific pain of their situation. This is really important in your marketing.
Why?
Because buying behavior is typically triggered by emotion. All buying behavior. So as you are writing copy, you will want to use language which will evoke a powerful emotional response from your prospect.
Humans are wired to respond more to pain, than pleasure. So notice the infomercial did not start with a
“Now you can have flat abs and the lean sexy body of your dreams” kind of headline?
The next step in the infomercial process, is to tell individual “stories”. Typically, there will be a range of people who each tell their own “before” story. You will quickly see, that again, these are quite formulaic in their composition.
Generally, they progress this way…
This was me before I found the Super Duper Fat Blaster. I was unhealthy, overweight, exhausted, unattractive to my husband/wife, constantly depressed by my appearance. There are always highly unflattering “before” pictures as well.
Then I discovered the Super Duper Fat Blaster. I couldn’t believe how easy it was to use. In just 30 minutes a day, 4 days a week, I started to see a difference. I lost my love handles and tummy flab. I could see my thighs toning. Even my husband/wife noticed the difference in me.
My horrible “fat’” clothes started to hang off me, and all of a sudden, I had more energy than I have had for ten years etc”
Next we are shown an “after” photo, which shows the person looking happy, vibrant, slim and healthy.
At this point, the viewer is intrigued by the claims and the product, and is subconsciously starting to imagine themselves undergoing this incredible transformation. They are starting to picture how different their life will look if they can also achieve these results. At this point, the advertiser will give very detailed information about the problem, in more specific and even scientific terms, and will explain how and why Super Duper Fat Blaster cna be used to combat this problem.
Again, there will be more testimonials, from people who have experienced dramatic and life changing results by using the product.
Next, the advertiser will make an offer. Now, usually, everything that is contained in the offer will be laid out in it’s individual elements.
For example…
When you order now, you get the entire boxed set of 18 DVD’s worth “X”, the 80 page low fat recipe book valued at “X”, the sports council approved workout mat valued at “X” and 12 months membership to our exclusive support club valued at “X”. That is a total value of “X”. But if you order in the next thirty minutes, all of this will be yours for the one low payment of “X” (usually a substantially discounted price).
Then, to seal the deal, there is generally a “but wait, there’s more” offer. And it might be something like, order now and you will also receive our daily menu planner, valued at “X” ABSOLUTELY FREE!!!
At this point there is generally a “takeaway” element thrown in. This simply means that the viewer is lead to believe that if they don’t take advantage of the offer NOW, it will be withdrawn from them.
The last, element of the direct sales/ infomercial style of promotion is the guarantee. Here, the advertiser strives to take all risk away from the buyer.
Usually, guarantees are framed along these lines…
If you are not 100% satisfied with your results, within 30 days, we will refund your money, 100%, no questions asked.
Very compelling stuff.
So take some time, do a little research, and watch the way these marketing pieces are put together. You will see a very clear formula emerge, and this is something you will want to emulate in your own marketing pieces.
But beware, these infomercials are extremely compelling and unless you long to become the proud owner of the ShamWOW or ChaLean Extreme, make sure you keep your credit card safely out of reach!
