Call Now! Wait ... Are we really that gullible?

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PSYCHOLOGY OF SELLING |  INFOMERCIALS |  BUY ME!

Every element in an infomercial needs to focus on the product for sale, but can simultaneously work to turn even the worst skeptics into potential customers. Whether it's a case of gullibility depends on the individual viewer and the claims made about the product in question, but in many cases it's more just a matter of strong salesmanship and an attractive bottom line. Let's take a look.

Are you tired of...?

The host of an infomercial's job is partially to drive home the reasons why not owning a product is creating a buffet of problems or time constraints for you. Perfectly sensible, perhaps even thrifty people may wonder if they've been wasting a lot of time chopping vegetables or watering their plants. Perhaps the less-than-perfect pasta they've been cooking is running the chance for a wonderful dinner.

The self-doubt or question perfectly sets the stage for the presenter to describe all the incredible benefits their product offers, giving viewers a sense of comfort and relief: Hurry up and call and all your misery will be over (in about four to six weeks).

To quell questions such as "Will I look stupid wearing that?" may be answered by showing the product being worn in public by a confident, cheerful person surrounded by friends. To offset fears of an odd-looking vacuum being used to cut your hair? Watch how easy it is to do, how much money you'll save on haircuts and see how happy folks are with their purchase.

This Revolutionary Product...!

In order for a product to be primed for the infomercial format, the producers and script writers need to consider what compelling demonstration they can use in order to sell it. The demo lets viewers get a feel for what the product can do, how easy it is to use, how it will solve their problem and, of course, why it lives up to the hype.

See someone pour dirt or wine on a carpet and watch it disappear instantly. Take a look at a scratched up car and watch it get buffed to shine. You can almost feel sorry for that person stricken with back pain who, by using this revolutionary new product, is sleeping better or jogging each morning with a smile on their face.

Sure, you might have heard the host's bold claims with skepticism but witnessing an amazing demonstration can push all that away.

Seeing is believing, as the saying goes.

But If You Don't Believe Me...

Another powerful selling tactic is to engage a presenter who truly believes in the product themselves. To that dedicated fervor, add some strong testimonials featuring real-life devotees maybe with a celebrity who also has a passion for the product, and that's a powerful motivator that the average person can find hard to resist.

So with all those factors working against us -- how can infomercials not be terrible temptations for consumers? And do keep in mind, despite how sensational some of the claims are, most infomercial products can basically accomplish what's alleged -- that's the law.

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