If you write copy -- especially web copy -- can you learn anything from TV infomercials? If so, what can you learn?

What are the similarities?

What are the differences?

How much value is there in studying the model, techniques and strategies of infomercial sales copy?

EXTRA: Can you carry anything learned over into "ONLINE VIDEO" on sales sites?

Funny you bring this up. Since I'm pretty new and a full time student of copywriting, I find myself looking for it everywhere. And recently noticed many of the rules utilized in a particular infomercial.

It was some cleaning product (A mop or something), but I recalled a "Bam!" type opening line (the headline) that sucks you in... The guy then went on to not only talk about how the thing was made and how great it was, but how this would benefit me. He set up scenarios speaking about me, the consumer, not him the pitchman. And in the end he asked me for a sale.

Now in general, good infomercials use the slippery slide, always keeping you waiting for the next part, even if you have no intention of ordering. They use "But that's not all..." (hell I think that was invented in informercials) then they pile on bonuses that are valued at much more than the product itself.

Yeah... lot's of similarities. And yeah... I think the same formula will work for online video infomercial selling

You can indeed learn plenty from infomercials. Although I don't sit and take notes, I do learn via osmosis. My daughter, age, 10, is a budding chef and watches a lot of those informercials that sell kitchen cookware and gadgets. When I'm making dinner, etc., they're on in the background and I'm often struck by the sales techniques they're using.

I also discovered a religious program one evening while flipping channels. It airs on one of the religious cable channels, and it's really an infomercial in disguise. The show has low production values and looks pretty hokey, but the guy is making money hand over fist. His program ostensibly does Bible teaching (which it does) but it's all just a big tease for his "offer of the week" which is usually a $49 or more DVD set which discusses the topic in further depth. He opens the show with a series of fear or intrigue based headlines, promises to answer them all in the program, does answer them somewhat, and then pitches the product a couple times during the course of the program. It's always an apocalyptic theme program. Ever since I heard Clayton Makepeace say that the use of Bible concepts/terms can be used effectively to generate an emotional response for that huge segment of older males who buy financial products, I've been paying attention to this program and taking a few notes. I used the phrase "wars and rumors of wars" just yesterday in a financial promotion.

JP:

Excellent post!

If you want to see marketing at its absolute finest, watch television infomercials. Yes, I know many of the products are garbage for the most part and don't work nearly as well as advertised, but the marketing itself is truly brilliant! And their market research is second to none. Their brilliance is in their simplicity!

Also, producers of television infomercials are absolute masters at pricing products for optimum response.

And all of the successful infomercials have a familiar theme... Testimonials galore! Sure, most or all of them are probably paid shills...but it's damn effective!

They're also slick with how they add on the bonuses..."And if you order in the next 30 minutes, we'll also include..."

Just watch how they artfully lead you from point "A" to point "B."

So anyone involved in marketing anything...not just copywriters, can learn something from watching infomercials.

I also think those Home Shopping Networks are pretty clever as well!

Dale King