Direct Response Marketing: Infomercial Language

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Infomercial Language

Direct Response Marketing

This marketing strategy is distinguished from other techniques by virtue of not only focusing on individual consumers, but attempting to elicit a response from them in turn. That response could be making a purchase, or perhaps requesting more information on a product. In the infomercial itself, this often takes the form of a high volume "Call now!" or perhaps "Pick up the phone!" These phrases, and the unbelievable details of the deal you simply must take advantage of, are known in the biz as calls to action. They're meant to prompt viewers to immediately act on their new-found desire. But Wait, There's More...

Quality infomercials seek to push a number of psychological buttons, and they do this by following some basic general steps. The fundamental element of an infomercial is information. Upon watching an entire infomercial, the viewer needs to be so knowledgeable and excited about the product for sale that they're willing to purchase it sight-unseen. During an infomercial, the host must grab the viewer's attention and then use persuasive language to actively describe the attributes of said product, often by telling a story lauding its innumerable benefits. The story should resonate with the audience and create an emotional reaction in them; infomercials need to entertain, and usually, the less they seem like an advertisement, the better. Testimonials are frequently employed, as are other advocacy examples such as celebrity endorsements and enthusiastic audiences.

Another key feature is the use of a demonstration to illustrate those benefits and convince the consumer that this product is just the thing they need -- in fact, how have they been getting along without it?

The Call to Action
Next comes the deal -- and this is another complex and important component of an infomercial. It typically begins with the salesman naming an unreasonably high price, in order to set the stage for a much lower one that...
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