Comments on: Infomercial Techniques that Work (or Your Money Back!) http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/ Marketing blog focused on marketing optimization, improving website conversion rates, search engine marketing, web analytics, word of mouth, etc. Sat, 21 Nov 2009 23:38:51 -0600 http://wordpress.org/?v=2.8.6 hourly 1 By: Billy Mays: If All You Remember is the Voice, You’re Missing Out. | FutureNow's GrokDotCom / Marketing Optimization Blog http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-1175864 Billy Mays: If All You Remember is the Voice, You’re Missing Out. | FutureNow's GrokDotCom / Marketing Optimization Blog Tue, 30 Jun 2009 12:21:02 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-1175864 [...] yes, dramatizing the benefit has long been the specialty of the infomercial, whether it was the ginsu knife cutting through the tin can, the sham-wow pulling up spilt coke [...] [...] yes, dramatizing the benefit has long been the specialty of the infomercial, whether it was the ginsu knife cutting through the tin can, the sham-wow pulling up spilt coke [...]

]]> By: Jeane Meyers http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-1119910 Jeane Meyers Sat, 13 Dec 2008 17:25:20 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-1119910 Re:Commentary on infomercial products. Sorry for my grammatical errors, I meant to say 'believe in', 'accept' rather than except, and 'input' rather than imput, and take a chance 'and' give it a try. Also, inside of using products like the ones mentioned to 'cleanse your colon', why not go to a 'Naturo Pathic Doctor (Alternative Medicine)', and let them clean out your colon that way, which is also the 'safe' way to do it? Or if your medical plan will not pay for it, perhaps these physicians can 'recommend' a method that one can use at home which will be just as safe. Just a thought. Re:Commentary on infomercial products. Sorry for my grammatical errors, I meant to say ‘believe in’, ‘accept’ rather than except, and ‘input’ rather than imput, and take a chance ‘and’ give it a try.
Also, inside of using products like the ones mentioned to ‘cleanse your colon’, why not go to a ‘Naturo Pathic Doctor (Alternative Medicine)’, and let them clean out your colon that way, which is also the ’safe’ way to do it? Or if your medical plan will not pay for it, perhaps these physicians can ‘recommend’ a method that one can use at home which will be just as safe. Just a thought.

]]> By: Jeane Meyers http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-1119897 Jeane Meyers Sat, 13 Dec 2008 17:00:33 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-1119897 While your commentary does make since, my two biggest gripes are as follows:If you are a 'real' inventor who wishes to get the word out about a product that you believe it, then why not make available a product that the consumer can 'really rely on', and will keep coming back for when they know you can be trusted to deliver the 'best' for them that you can? It makes me extremely angry that these 'corporations' jip and rip off so many people, who just might become 'valued customers' if they weren't used as 'suckers' for 'gimmicks' that probably were no good in the first place. Second, I've come to the conclusion that if 'any' of these 'companies WILL NOT' allow me to use (or except) "money orders", I will not be buying their product no matter how 'interested' in it I am. While credit cards are 'supposed to be more reliable', just look at how many times people have been charged 'over and over again', for prodcuts that turn out to be 'defective' or have a short shelf life? I can use my money order and put a stop to that 'process' muy pronto. I apologize for the 'long' post, but once again, that's for your imput and when I can 'finally' find a product or two that actually 'does work' and has 'proved' itself to the consumer, then I just might take a chance to give it a try. While your commentary does make since, my two biggest gripes are as follows:If you are a ‘real’ inventor who wishes to get the word out about a product that you believe it, then why not make available a product that the consumer can ‘really rely on’, and will keep coming back for when they know you can be trusted to deliver the ‘best’ for them that you can? It makes me extremely angry that these ‘corporations’ jip and rip off so many people, who just might become ‘valued customers’ if they weren’t used as ’suckers’ for ‘gimmicks’ that probably were no good in the first place.
Second, I’ve come to the conclusion that if ‘any’ of these ‘companies WILL NOT’ allow me to use (or except) “money orders”, I will not be buying their product no matter how ‘interested’ in it I am. While credit cards are ’supposed to be more reliable’, just look at how many times people have been charged ‘over and over again’, for prodcuts that turn out to be ‘defective’ or have a short shelf life? I can use my money order and put a stop to that ‘process’ muy pronto.
I apologize for the ‘long’ post, but once again, that’s for your imput and when I can ‘finally’ find a product or two that actually ‘does work’ and has ‘proved’ itself to the consumer, then I just might take a chance to give it a try.

]]> By: Alice Hendricks http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-469635 Alice Hendricks Sat, 26 Jan 2008 19:54:23 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-469635 My 8 year old daughter loves infomercials. She watches them over Spongebob. I agree - it's because the hook is at the beginning and she gets hooked. At 8, she isn't the primary consumer of these items anyway. I think the thing that is most compelling about Informercials is they set up a problem you didn't really realize you had. You didn't really deeply feel your knives were not sharp enough, you didn't know you needed glue that could glue two items together (items that you don't even own) you didn't know the regular push-ups you were doing were wrong, and now with simple little push-up handle thingers you're going to look like a fitness model instantly, etc. The sequence of the infomercial is something I think might be hard to replicate on the web but it seems to be: here is a huge problem and we have the most amazing and innovative solution ever. My 8 year old daughter loves infomercials. She watches them over Spongebob. I agree – it’s because the hook is at the beginning and she gets hooked. At 8, she isn’t the primary consumer of these items anyway. I think the thing that is most compelling about Informercials is they set up a problem you didn’t really realize you had. You didn’t really deeply feel your knives were not sharp enough, you didn’t know you needed glue that could glue two items together (items that you don’t even own) you didn’t know the regular push-ups you were doing were wrong, and now with simple little push-up handle thingers you’re going to look like a fitness model instantly, etc. The sequence of the infomercial is something I think might be hard to replicate on the web but it seems to be: here is a huge problem and we have the most amazing and innovative solution ever.

]]> By: Jeff Sexton http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-461996 Jeff Sexton Tue, 22 Jan 2008 14:02:07 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-461996 Jason, Nice point. Of course, the first mental image - the first hook - is always important no matter what format you're working in. But I love your examples; those infomercials really did try to hook the viewer, didn't they? -Jeff Jason,

Nice point. Of course, the first mental image – the first hook – is always important no matter what format you’re working in. But I love your examples; those infomercials really did try to hook the viewer, didn’t they?

-Jeff

]]> By: Jason Newton http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-460630 Jason Newton Mon, 21 Jan 2008 20:01:55 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-460630 Another good tip to learn from infomercials - the beginning hook is almost always a surprise, an incongruant image or statement that breaks through the clutter. At least buying the infomercial another 15 seconds of your time. The infomercial hook is the web equivalent of the great headline, intro copy or image that pull you in. The sledgehammer and the watermelon, the "you wouldn't fry an egg on a diamond ring" and "when does a diet pill cost $178 a bottle?" Jason Another good tip to learn from infomercials – the beginning hook is almost always a surprise, an incongruant image or statement that breaks through the clutter. At least buying the infomercial another 15 seconds of your time.

The infomercial hook is the web equivalent of the great headline, intro copy or image that pull you in.

The sledgehammer and the watermelon, the “you wouldn’t fry an egg on a diamond ring” and “when does a diet pill cost $178 a bottle?”

Jason

]]> By: Marketing Morgan http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-460618 Marketing Morgan Mon, 21 Jan 2008 19:50:21 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-460618 Awesome post, I think it would be good to followup with another one of the opposite nature; specifically what you should NOT do online that traditional media or infomercials do offline. Awesome post, I think it would be good to followup with another one of the opposite nature; specifically what you should NOT do online that traditional media or infomercials do offline.

]]> By: Jeff http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-455048 Jeff Fri, 18 Jan 2008 17:41:15 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-455048 Chuck, That's a great insight and I think where that really applies to Websites is the notion that you can not assume that visitors have already been to this or that page - especially the home page as only about 30% of your visitors will enter through the home page. Further, this notion - that not everyone will have seen everything on your Website is one of the keys to the importance of Point of Action assurances. You have to re-assure your Web visitors about your hacker-safe site and your privacy policies, and guarantees AT the point you are asking them to give you their e-mail, contact information, and credit card info. You can't assume they've been watching the whole program, so to speak. Anyway, thanks for the comment, it's really a useful observation. Chuck,

That’s a great insight and I think where that really applies to Websites is the notion that you can not assume that visitors have already been to this or that page – especially the home page as only about 30% of your visitors will enter through the home page.

Further, this notion – that not everyone will have seen everything on your Website is one of the keys to the importance of Point of Action assurances. You have to re-assure your Web visitors about your hacker-safe site and your privacy policies, and guarantees AT the point you are asking them to give you their e-mail, contact information, and credit card info. You can’t assume they’ve been watching the whole program, so to speak.

Anyway, thanks for the comment, it’s really a useful observation.

]]> By: Chuck McKay http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-453362 Chuck McKay Thu, 17 Jan 2008 19:32:36 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-453362 Jeff, I suspect that very few people watch the entire infomercial all the way through. What's more likely is a viewer catching part of it, perhaps several times, and a different portion each time. That's why the "commercial within the commercial" - the summary of all of the goodies you're going to get when you buy - is repeated several times within the broadcast. Jeff, I suspect that very few people watch the entire infomercial all the way through. What’s more likely is a viewer catching part of it, perhaps several times, and a different portion each time.

That’s why the “commercial within the commercial” – the summary of all of the goodies you’re going to get when you buy – is repeated several times within the broadcast.

]]> By: (EMP) E-Marketing Performance » : » Team Reading List 1.17.08 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-453098 (EMP) E-Marketing Performance » : » Team Reading List 1.17.08 Thu, 17 Jan 2008 14:15:59 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-453098 [...] Infomercial Techniques that Work (or Your Money Back!) [...] [...] Infomercial Techniques that Work (or Your Money Back!) [...]

]]> By: Pay Per Click Advertising Roundup 1/12/08 - 1/14/08 | Apollo SEM http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-450088 Pay Per Click Advertising Roundup 1/12/08 - 1/14/08 | Apollo SEM Wed, 16 Jan 2008 02:49:11 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-450088 [...] Infomercial Techniques that Work (or Your Money Back!) - Sometimes long, infomercial copy works where short copy doesn’t… [...] [...] Infomercial Techniques that Work (or Your Money Back!) – Sometimes long, infomercial copy works where short copy doesn’t… [...]

]]> By: Jeff http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-449387 Jeff Tue, 15 Jan 2008 20:53:47 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-449387 This is a situation were execution can make the difference, so I'd have to see the chart. In general, though, I'd say that the chart would allow for a direct comparison of products - which highlights the differences - but might not be the best way to <i>dramatize the benefits</i> of those differences. If you construct a “scenario-based” chart, that might work better. Again, I’d have to see the chart to give you more specifics, but those are my off-the-cuff thoughts. This is a situation were execution can make the difference, so I’d have to see the chart. In general, though, I’d say that the chart would allow for a direct comparison of products – which highlights the differences – but might not be the best way to dramatize the benefits of those differences. If you construct a “scenario-based” chart, that might work better. Again, I’d have to see the chart to give you more specifics, but those are my off-the-cuff thoughts.

]]> By: Ladies Scarves http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-449062 Ladies Scarves Tue, 15 Jan 2008 15:26:29 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-449062 Great post Jeff. Specially I liked "Dramatize the benefit " . Do you think a comparison table which shows benefits as compared to other products should benefit in conversion. Great post Jeff. Specially I liked “Dramatize the benefit ” .

Do you think a comparison table which shows benefits as compared to other products should benefit in conversion.

]]> By: Daniel Mcgonagle http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-448140 Daniel Mcgonagle Tue, 15 Jan 2008 05:22:47 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-448140 Thanks for the heads up! Really great post. That's a must-read I must say. :) Thanks for the heads up! Really great post. That’s a must-read I must
say. :)

]]> By: nethy http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-447983 nethy Tue, 15 Jan 2008 03:58:12 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-447983 But wait, There's more!!! Most importantly, Infomercials require permission. Someone is sitting on the couch or making breakfast watching em' by choice. They are not just waiting for Simpsons to come back on. But wait, There’s more!!!

Most importantly, Infomercials require permission. Someone is sitting on the couch or making breakfast watching em’ by choice. They are not just waiting for Simpsons to come back on.

]]> By: nethy http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-447972 nethy Tue, 15 Jan 2008 03:54:35 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-447972 Excellent post Jeff, I think that IM & Ecommerce are generally a reincarnation of Direct Marketing with new and improved abilities. >>Direct Marketing blends marketing & sales so does IM >>Direct Marketing generally requests (demands) immediate action (call now, get your credit card), IM definitely does that too. >>Direct Marketing measure immediate direct results - familiar? A show goes online. How much did it cost? how much did it make? What if we had a regular person instead of thecelebrity and showed the tin can thing twice/ What if we have the audience say WOW!!! really loud. Infomercials are tested. >>>Most importantly Excellent post Jeff,

I think that IM & Ecommerce are generally a reincarnation of Direct Marketing with new and improved abilities.

>>Direct Marketing blends marketing & sales so does IM
>>Direct Marketing generally requests (demands) immediate action (call now, get your credit card), IM definitely does that too.
>>Direct Marketing measure immediate direct results – familiar? A show goes online. How much did it cost? how much did it make? What if we had a regular person instead of thecelebrity and showed the tin can thing twice/ What if we have the audience say WOW!!! really loud. Infomercials are tested.

>>>Most importantly

]]> By: Steve Clark http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/comment-page-1/#comment-447392 Steve Clark Mon, 14 Jan 2008 22:13:30 +0000 http://www.grokdotcom.com/2008/01/14/infomercial-marketing-techniques-that-work/#comment-447392 Jeff, I think this information more clearly describes what you were trying to say. There is validity in EVERYTHING. Even a broken watch that is right twice a day. Our task is to look for that validity and apply it without prejudice in our businesses. I am constantly reminded that there are many ways to skin a cat and that there is no one philosophy, person or method that is THE WAY. Jeff,

I think this information more clearly describes what you were trying to say. There is validity in EVERYTHING. Even a broken watch that is right twice a day. Our task is to look for that validity and apply it without prejudice in our businesses. I am constantly reminded that there are many ways to skin a cat and that there is no one philosophy, person or method that is THE WAY.

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