Infomercials are the result of proven formulas and a history of sales data with a goal of making money – lots of it. This advertising format is engaging, effective, and a leading sales platform for many products that we use every day.
Is it possible to apply what we see in infomercials to what we do online? Yes it is! We are both trying to do the same thing:
1) Get people’s attention
2) Appeal to people’s needs and wants
3) Call people to action
If you can keep from being absorbed by the hype and becoming focused on the product, there is much to be learned and applied to the marketing of your own website.
Get People’s Attention
Many of us are familiar with Ron Popeil’s “Set it and forget it” campaign for his Ronco rotisserie. He wanted to let you know that life could be easier, and that he could provide a way to make that happen.
Ask yourself which websites you have found easy to navigate. Go back and see why you liked them, and then copy that format. You don’t have to reinvent the wheel. You just have to figure out who makes the roundest wheel and apply what you have learned to your own website.
Appeal To People’s Needs and Wants
The most important lesson I can offer here is that products should not be regarded as products. Products should be regarded as solutions. Once you make that shift in the way you think about your products, marketing them will be much easier.
Ron Popeil didn’t focus on the size of his machine or the energy efficiency of his product. People care about those things, though listing these features was not going to sell his rotisserie. He focused on giving people more time to do the things they want to do.
If you can figure out how your product/service can meet the needs or wants of your target market, you will have the beginnings of a successful campaign.
Call to Action
The next time you watch an infomercial, count the number of times they provide a call to action. You probably won’t make it more than 5 minutes without hearing a “Call now…” or “Pick up the phone to order…” invitation. (Just be careful you don’t buy something!)
As a website owner, sometimes your call to action is the direct approach:
Add to Cart