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KEY SELLING MESSAGES

“The more facts you tell, the more you sell.”
— Dr. Charles Edwards

From a selling point of view, the Infomercial is a well-conceived, in-depth, one-to-one sales presentation that consistently delivers the same vital Key Selling Messages every time it airs. Since most buyers from DRTV see the commercial more than one time before they make a buying decision, and because people are often switching through the channels with their remote control (channel surfing), make sure the following Key Selling Messages are presented every 7 to 10 minutes:

It repeatedly identifies the wonderful benefits of the product or service— its Unique Selling Proposition (USP)—always relating to the Primary Target Consumer whose needs are being fulfilled.
It consistently overcomes skepticism, doubt and objections, such as credibility, price and quality, while at the same time, instilling confidence in the buyer.
It asks for the order several times in a 7 to 10 minute period, using proven sales-closing techniques. This represents, what I call, the “Nodding Effect.” The prospective buyer should be agreeing with evidence and answering yes to any questions posed.
It repeatedly adds value to the product and provides bonuses or Free gifts for ordering now (“but wait there’s more”).
The selling messages are directed to a Primary Target Market and do not try to sell everyone. The Infomercial controls the program environment; therefore, it should focus on the benefits and selling messages for only a specific audience.
It provides many genuine, sincere and credible testimonials from consumers who have already purchased and benefited from the product or service. These should be people who the audience can easily identify with, and who represent the Primary Target Market’s demographic and psychographic interests and values. The most effective Infomercials that have been produced are clearly testimonial-driven because viewers can easily see and hear the truth.
It defines a common or uncommon problem that the prospective buyer has and offers the product or service as the solution to that problem.
It motivates the viewer to act, creating emotion by using the two primary motivators: fear or greed (desire) , sometimes guilt or shame.
It offers the risk-free opportunity to try the product or service because of the money-back guarantee. Whenever appropriate, the Infomercial will indicate the “no cost or obligation” aspect. Alvin Eichoff, one of the pioneers in Direct Response advertising once said the four most important words in an advertisement are, “or your money back.”
It instills a sense of urgency in its call to action. This could be represented by a limited time offer or limited product availability.
It provides a visual identification (logo, program title or USP) that is displayed intermittently on a portion of the screen. This technique will help to stop the channel flippers and its “visual hook” will help your primary market identify with the product and their needs/wants. It also establishes and maintains brand name awareness and product and company recognition.
Its entire presentation is filled with passion, enthusiasm, conviction and emotion.
Its professional quality presentation establishes credibility for the company and product, plus it helps to create name brand awareness for future retail merchandising. (“As Seen On TV”)
It sells by presenting the compelling reasons to buy a product or service NOW – it tells the truth.