Watch Infomercials

Posted on July 22nd, 2008 by Larry Chase

Especially watch those infomercials that have been around in one form or another for years. This means they’re working, and you want to know what’s working, even if it isn’t in your category.

Real direct marketers let experience teach them more than hearsay. So these infomercials have much to teach us. I notice how often they repeat key points and head off potential points of doubt. I notice the trial closes and the final close.

I see how important testimonials from users are in infomercials. Do I ever get sucked in and buy what is being featured? Once I did. It was a hair trimmer. Something in the fulfillment process on the phone caused me to abandon the purchase. Don’t you know I got a postcard in the mail weeks later offering me a twofer – two hair trimmers for the price of one – if I would complete the sale, which I did. I use it still. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.