Principles of Infomercial Advertising

Infomercials occupy most of the spots on late-night television, pitching products that promise to solve all of our problems. They present their products in clever, “can't live without it” ways and utilize charismatic salesmen and celebrities we all know. An infomercial is basically a commercial, disguised as an informative program. While there are some minor differences, infomercials all have a few specific characteristics.

Infomercials are advertisements that are often produced to look like television shows or even news programs or interviews. They can last for 30 minutes and generally make use of customer testimonials and demonstrations. All of this is aimed at engaging potential customers in their homes and getting them to buy.

While there is some minor variation and overlap between elements, almost all infomercials follow a formula.

Exaggerate the problem– While the problem may be real, does it really require an additional product specific to that issue? The infomercial may also exaggerate the difficulty of using traditional solutions.

Exaggerate the Ease of the Solution- Some infomercials exaggerate the effectiveness or uniqueness of their product and the ease with which it solves the problem.  The demonstrations are followed by glowing testimonials. Consumer reality, when the product is delivered, may be very different.

Frequent repetition– Most people catch infomercials while channel surfing and few people see the program from beginning to end.  Therefore, the pitch needs to be repeated numerous times.

 Entertain and Intrigue- Infomercials often appear to be talk shows or even reality shows, thus blurring the distinction between a commercial and entertainment. Infomercials present benefits from the seller’s perspective. The seller has creative control and can create an entertaining segment that captures a viewer's attention, using celebrities and other charismatic individuals.

Pitch the Benefits- Unlike 30 or 60 second commercials, infomercials give advertisers a 30 minute opportunity to persuade a viewer to purchase a product. There is also lots of time for personal stories or testimonials.

Offer a guarantee– Make customers feel that they have nothing to lose by reversing the risk.

Create a Sense of Urgency– Get consumers to order now by pitching special deals or premiums for "calling now" or "logging on now.”  These tactics encourage viewers to make purchases on the spot, rather than later or not at all.

 Summarize and Call to Action– Unlike traditional advertising, infomercials are direct response ads. Your goal is to get consumers to take action now, in terms that sellers can measure- sales.