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What is an effective infomercial?

An infomercial in networking settings is the couple of sentences that you deliver in 30-60 seconds that tells someone what your products/services are, who your customers should be and wraps up with a call to action.

Lets discuss the anatomy of a great infomercial. Most of us tend to regurgitate the same information when we are asked, “What do you do?” Better yet “who are your customers?” How many times do you hear “everyone”? If everyone is their potential customer then why are they looking for more business?   Infomercials are designed to be 30 & 60 seconds, not a list of services, daily routines or past experiences with clients.    Today most of us have been conditioned to receive messages in one minute or less.

Think about commercials – most commercials today are 30 seconds in length. During that time the business must convey the message about their products, services and give a call to action. You remember the commercials that do this successfully. You remember the company name, what they do and how to contact them or find the product. Many of them are branding segments to keep their name fresh in your mind. Your infomercial should do a bit of both. To design your infomercial to be memorable and effective completes the following exercise.   To develop your infomercial you need to: Develop a clear objective for what you want to accomplish List the benefits of what you do. (This would be the by-product of services you perform- Example: I provide the tools/services to assist you to accomplish X. X is the end result of what you do. This is a benefit for doing business with you) Develop sentences that appeal to your partner, prospect, client. (You need to convey clearly benefits to your potential partners and clients of doing business with you) You update your message as appropriate so that your audience always has a clear picture of what you do even if they’ve heard your message before. Example: When you X you will fully understand what you purchased and I assist you through the whole process, educating you, comparing “apples” to “oranges”. You then make an educated decision based on facts. As part of our partnership of doing business I keep you informed of changes/updates and continually work together. If X is not right for you now – that is o.k. Maybe you know someone who needs X. (In this case scenario benefits are: A. keeping in touch. B. Education and comparisons. C. It is o.k. If we do not do business now (benefit message is: I only sell to people who need my services) Develop a clear strategic approach to achieve your objective   As say your infomercial to someone: Should flow naturally Show your credibility Build trust Provide a call to action Keep in mind this is a one minutes or less commercial – stay in those guidelines    Keeping it fresh: Develop several infomercials each a little different than the other. Develop themes of commercials that:   

Inform – about business trends related to your business. New product/service available   Educate – Did you know? Are you aware? These are examples of good ways to start your sentence and they can grab your audience attention.  

Motivate – Statistics are good. Is you aware “statistic” – Did you know:”statistic” Startle – Could be a shocking statistic. Price reduction and/or increase.  

Humor – Anecdote, question, sometimes startle with this. When one insurance agent said, “I prevent your family from going into unnecessary debt” the result was the purchase of a burial policy from this agent. A ‘startle’ example with humor would be – Do you plan to die? Who will pay to bury you? This agent sold life insurance and invoked feelings with a call of action.  

Examples:   Each week share a tip about your business with the people you meet. Example: Did you know by reducing “x” calories you could loose “x” pounds per month equaling “x” pounds for the year? If you produce a newsletter or article pertaining to your business hand a copy of it along with two business cards when you are sharing your infomercial with them. They then have ready information about your business and a business card to keep and, hopefully, one card to give to someone else who might be a potential client.
Bottom line: Keep to the core of the benefits of what you do and who your customers are and what you offer. Clean, concise, visionary, with picture words but at the same time be innovative by changing your message. This will continue to assist others you meet in understanding who your customer is.  

Five Keys To An Effective Infomercial are:
  • Your name Your business name
  • Your business (benefits of doing business with you) or (Question: Are you? Did you know?) Learn more. - How to get the answers from your questions. Need the answers … we need to set up a date for coffee. Call to action Set a time to meet if questions are asked (Do not start selling) What a good lead is for you – here is where you give few examples of potential customers. (If you know of anyone who just bought a car or is thinking of it, someone whose children just left for college or someone who will be moving to a bigger office building)  
  • In Closing: Give visual, descriptive words of what you are looking for. Example: Insurance agents may say…who do you know that has many toys. This would be a great lead for me. Restate your name Restate your business name A slogan or tag line that you have developed for your products or services.
  • Examples: “Because real estate is complicated enough”, “Any time, any place, computer” We all know many slogans and tag lines from various commercials. You might be able to develop a very effective one for your products/services and use it as the wrap-up for your infomercial.
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