21 BASICS OF SELLING
isn’t a science. It’s persuasion.
persuasion is an art.”
telephone order, website order, or purchase by mail from a buyer is a direct
signal that the commercial created an emotional response within the buyer
and the “offer” fulfilled a need. This points to the fact
that most impulse decisions to buy from television are based on an emotional
response which motivates the viewer to take action. The “trigger” buying
decision usually comes as a result of a combination of selling factors. The
buyer makes the decision to order usually because the product or service
was presented in such a compelling fashion that the buyer felt it would
fulfill a specific need or want.
common mistake that I observe when analyzing unsuccessful DRTV commercials
is that they fail to really sell. When DRTV spots focus on only
a few of these key selling elements or utilize only a few of the “Principles
of Influence” or only a few of the “basics of selling”,
they are often doomed to failure. In order to SELL consistently, a results-oriented
commercial must utilize as many of these “Basics of Selling” elements
as possible. In the case of the half hour Infomercial, every one of
the 21 Basics of Selling should be employed or expressed. Use the following
as a checklist as you consider “what’s missing” in your
21 Basic SELLING ELEMENTS IN A DRTV SPOT OR INFOMERCIAL
- Grab the attention of the
viewer (“grabber”) and sustain interest throughout commercial.
- Identify and attract
the Primary Target Market (develop rapport and “resonance” with
the potential buyer of your product).
- Express a common problem
that the target market can relate to (create a need), (tell the truth).
- Provide the Product or Service
as the Solution to the problem (fulfill a need).
- Compare Product and
its benefits to other products that fail to meet the needs of the target
market (use Before & After comparison graphics or pictures when possible).
- Demonstrate Product
- show and tell how it works (make it simple and easy to use).
- Clearly expresses the Unique
Selling Proposition (USP) and other benefits and features.
- Offer something free, either
in the copy (something of perceived value) risk free opportunity— or
offer a free gift (bonuses).
- Overcome skepticism
or other objections. (Provide in advance credibility and confidence for
- Create a perceived value greater than
the price (eliminate any price resistance).
- Create a sense of urgency or scarcity—use
logical and emotional reasons why the viewer has to act now (“Gotta
have it now!”).
- Create an emotional response (resonance)
in the future owner of the product through the combination of images,
voice, words, music, testimonials, announcer voice-over copy, and celebrity
endorsement (when appropriate).
- Use trustworthy or authoritative spokespersons
(create a sense of trust).
- Use real people testimonials that the
Primary Target Audience will identify with.
- Use the “great motivators” (greed,
desire, fear--sometimes shame or guilt).
- Use compelling and persuasive copy
(NLP or Hypnotic Selling Messages) use selling words in a visual context.
- Use appropriate music and visual effects
to generate an emotional (“yes”) response.
- Create “The Nodding Effect”,
whereby the viewer has to agree with the copy.
- Use professional “sales closing
techniques” throughout the presentation. (rhetorical statements, tie-downs
and compliance request)
- Offer a money back guarantee and a “risk-free
- Ask for the order. Ask for Action
“Call Now 1-800 - How to Profit from Direct Response Television
Advertising” Copyright 2006 Rodney H. Buchser