One word comes to mind when thinking about the effect of an infomercial: Powerful! The infomercial platform is so powerful that it has successfully grown sales for products and services straight through this nasty and prolonged recession. Why is this? The infomercial provides the right information to a targeted audience in the right format and time, fully answering objections and concerns upfront. Recession smartened customers are going more and more to the TV to buy products than ever before because the infomercial format fully explains and qualifies what the prospect is really looking for, all for an incredible price and deal. Here is how the infomercial is such an incredible sales tool for the economical price per customer acquisition.
It is the documentary approach that ends up selling a prospect. A good infomercial educates the viewer about the product, the business, its reputation, its history, and as importantly, provides a ton of useful tips. The soft sell is so inviting, the viewer can’t help but to call and buy.
The Viewer can Join the Program at Any Time
While many viewers will watch the entire infomercial just like a show, even the hardest to sell prospects can’t stay away too long. They can come back in progress and still get the sales message. Even viewers who didn’t start watching in the beginning of the infomercial and tune in while in progress, can easily catch up and find valuable information, being lead to call or email the business.
Local and regional infomercials can target exact geographic and market areas where a business knows there is strong potential to get in front of interested and qualified prospects.
In any form of advertising, market testing of the product or service is absolutely essential. With this testing approach the effectiveness of the infomercial can be determined up front before committing larger sums of money to the campaign. Print advertising really can’t compare. A properly scripted, tested, produced and placed infomercial can make the phones ring and increase web traffic. Good infomercial production is the key to success. The ROI is substantial for the cost effective capital investment of an infomercial. If tested properly, an indication of ROI before roll out can be realistically determined. Knowing your sales proclivity prior to major advertising roll out is a huge and beneficial advantage.