I'm not saying that, as respectful marketing professionals, we should don the plaid jacket and start yelling at our audience. But, I believe that there are lessons in everything. And, since these 30-minute scream-fests seem to work, there are lessons we can learn from them as well.
What makes infomercials so damn successful?
Identify a Problem or Need
They may invent a need that I didn't even know I had, but man do I need a kitchen knife that can cut through an aluminum can!
We are all in business for a reason and that's because we represent a better mousetrap. If we didn't, we'd fold-up shop. Especially my credit union and bank readers! Most days, our members want us to just not screw up ... clear their checks and make sure that their balance is what they expect. But when they need us, they REALLY care about us. We are their gateway to that new house, new car or retirement! It should be no problem at all for us to identify a real problem or need.
Get Their Attention
Whether it's a Shake Weight, the Magic Bullet or the George Foreman Grill, people talk about infomercials. Maybe it's because the product is so darn amazing or maybe it's just because that Sham Wow guy is so psychotically excited.
Have you seen most credit union and bank ads? A little psychotic enthusiasm wouldn't hurt us!
Provide a Clear Promise
It's not that the product "melts" belly fat, it's about the way your spouse looks at you and the confidence that you now have. The BENEFIT isn't in what the product does, it's in how the product makes you feel. We need to remember that ... FREE checking is NOT a benefit.
Infomercials also make a clear and convincing case for the benefits that they offer. Often through testimonials or before-and-after examples. As financial institutions, we change people's lives every day. It should be no problem sharing how we can help others.
Strong & Immediate Call to Action
This is the cornerstone of all infomercials. I've seen the same juicer offer for 3 years now that says I need to call in the next ten minutes!
If we've made a clear case for why they should choose us over the competition than we are doing the audience a dis-service if we don't encourage them to come in today. Every minute they don't bank with us is another minute of misery.
Provide a specific, relevant offer and create a sense of urgency.
With a little more infomercial in our efforts, maybe we too can have our audience sit through our spots, be inspired to pick up the phone and create a little buzz.
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