Your next BIG idea can come from literally anywhere. And I mean a-n-y-w-h-e-r-e, even late night television infomercials. That’s right. Those cheesy product-pushing, get on your last nerve with their annoying “Buy now! Don’t delay!” messages.
Why? Because they work.
The anatomy of an infomercial: the winning sales formula
What is it about infomercials that make them so effective (seemingly despite their annoying qualities)? It’s a proven formula for moving prospects (late night television viewers) from the product introduction to the sale in a limited time frame.
#1: Buzz generation – Ever notice that when an infomercial comes on, the volume immediately goes up? That’s intentional because people naturally react to louder volumes. The infomercial immediately launches into an exciting description of whatever weird and wonderful product they are selling. Think about how you can create excitement and energy around your business to build your buzz.
#2: Problem/Solution – Tired of hearing the same old “Tired of…?” format for infomercials. Get used to it because the problem/solution format works. Start by identifying the most common (and most annoying) problem your target audience faces and addressing that upfront. Then show how your solution (magically and forever) solves their problem – voila!
#3: Irresistible Offer – What do you think this extraordinary solution to your terrible problem should cost? Trust me – it’s always a lot less than you think, because along the way the infomercial included details of what comparable products sell for. Create an irresistible offer by showing how you solve the problem, the value of the solution, what the competition offers and how your solution is THE value alternative.
#4: Special Bonus Offer – And just because <insert logical reason here>, we’re going to add this very special and desirable bonus gift for (you guessed it) FREE! Use bonuses to increase the perceived value and enhance your offer.
#5: Limited Time – The trick is getting your target audience to take immediate action. That’s why infomercials only offer the bonus or special pricing for a limited time. Use limited time or limited quantity special offers to get your prospects to get off the fence and take action (NOW)!
#6: Upsell – Just when you think it’s over, the infomercials give you one last option: the upsell. Typical options are double your order for the cost of shipping and handling or upgrade to the premium version. Always include an upsell for whatever you are offering. Even if only a small percentage of buyers take you up on it, that’s money you didn’t have to earn by finding new buyers.
#7: Repeat the instructions – This is a critical step. Many sales are lost simply because the instructions on how to buy aren’t clear enough. Repeat the instructions on how your prospect takes the next step.
Got a BIG idea for The BIG Idea File? Tell us what you use to come up with your BIG ideas – we’d love to hear from you!