3 key elements of an effective infomercial

An infomercial is a type of marketing that focuses on informing the audience about a product or a service by the use of advertisements in the form of a television program. Just like any other professional video marketing it is typically longer compared to a regular advertisement and thus is more educational. It is proven that an infomercial creates a link with the potential customer and enables them to inquire about the product or place an order. These days, you can find plenty of businesses that use this type of advertisement in promoting their products and services because of its effectiveness. 

Your infomercial will not be a success without these 3 elements:

Identify

Infomercial begins by identifying the problem. Listing out all the underlying issues that need to be solved. Once the problem is identified, it is time for the product to be introduced and emphasize that it is the solution to the problem. Take skincare products, for example, basically, the infomercial will start by describing how a person deals with acne face, now it will try to show how having acne on the face lowers self-esteem. Once all issues are outlined, here comes the product that will solve the acne problem giving a positive result.

Easily demonstrable products are the best for infomercials because they can show how it is being used and apply. Giving the audience the result they wanted to see. If you were able to establish a comprehensive and convincing idea to showcase your product, customers will buy your product.

Educate

Infomercial aims to educate the audience through the product and services it offers. Tests have proven that when there is a substantial amount of information about a product or a service, consumer behavior changes and makes an immediate purchase. So it would be beneficial to gather a lot of information so you can deliver a lot of data making your infomercial works at its best. 

When you prove that you have a piece of strong information about your product you typically make a promise, which is the major benefit the product will deliver. Normally it is a catchphrase and repeated several times as a way of enticing the audience about the product. One perfect example of a catchphrase is “lose up to 7 lbs in 7 days.” 

Presentation

Infomercials demonstrate to the audience how effective their product is. For a skincare product, the viewer will see a split-screen, a person with acne on the face before using the product, and on the other side is a person with a clear, smooth and acne-free face after using the product. 

An effective infomercial, must capture the attention of the audience, giving them valuable information, and crave for your products and services, and overcome their misconception by convincing them through a demonstration that whatever you’re offering them will give value and the benefit they deserve. 

Infomercials are truly indeed a work of wonders for so many reasons and play an important role in modern entertainment. They provide enjoyment to many and encourage accessibility to people’s lives. But regardless of how good the videos are, take some time to review and understand what the products do and what purpose it truly gives. There is always much more depth beneath the sea.

Pro tip!

Discover the tactics behind price anchoring and how it can empower you to craft compelling offers by reading our in-depth article.