As Seen on TV: How Infomercials Work

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Infomercials, the traditional television mainstays of insomniacs from all walks of life, are increasingly creeping into regular half-hour time slots. And although offshoots are sometimes fitted into more concise or more expansive formats, they still retain all the abrasive and informative charm that made the genre popular in the first place.

So whether or not you've ever given in to the urge to buy, chances are good you've at least sat through and endured (or enjoyed) the occasional fast-talking infomercial pitch -- but you might have missed all the mechanics at work.

Direct Response Marketing

Infomercials fall into the realm of selling called direct response marketing. This marketing strategy is distinguished from other techniques by virtue of not only focusing on individual consumers, but attempting to elicit a response from them in turn. That response could be making a purchase, or perhaps requesting more information on a product.

In the infomercial itself, this often takes the form of a high volume "Call now!" or perhaps "Pick up the phone!" These phrases, and the unbelievable details of the deal you simply must take advantage of, are known in the biz as calls to action. They're meant to prompt viewers to immediately act on their new-found desire for everything from a comfy blanket to an ingenious kitchen appliance.

But Wait, There's More...

Quality infomercials seek to push a number of psychological buttons, and they do this by following some basic general steps, all building -- and then typically rebuilding -- the sales pitch. The fundamental element of an infomercial is information. Upon watching an entire infomercial, the viewer needs to be so knowledgeable and excited about the product for sale that they're willing to purchase it sight-unseen.

During an infomercial, the host must grab the viewer's attention and then use persuasive language to actively describe the attributes of said product, often by telling a story lauding its innumerable benefits. The story should resonate with the audience and create an emotional reaction in them; infomercials need to entertain, and usually, the less they seem like an advertisement, the better. Testimonials are frequently employed, as are other advocacy examples such as celebrity endorsements and enthusiastic audiences.

Another key feature is the use of a demonstration to illustrate those benefits and convince the consumer that this product is just the thing they need -- in fact, how have they been getting along without it? The products for sale are frequently compared to similar products, in order to show off their distinguishing characteristics. Powerful demonstrations, including ones that don't strongly relate to the intended use of the product, are one of the hallmarks of infomercials.

The Call to Action

Next comes the deal -- and this is another complex and important component of an infomercial. It typically begins with the salesman naming an unreasonably high price, in order to set the stage for a much lower one that seems like a better value. With great urging to buy now -- often to take advantage of an exclusive or limited time offer -- the deal generally comes with a few free add-ons, a no-risk money-back guarantee and possibly multiple payments.

These details are usually reiterated several times, which is another way to build the compulsion to call along with making it easier for the consumer to get the info they need to respond to the offer. Then it's just a matter of waiting for the phone to ring.

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