So you’ve decided to create an infomercial for your business. Do you know what you are doing, and how to create a successful infomercial that will help – not hinder – your business? An infomercial is a type of television – or internet – ad that includes a phone number or a web address for customers to directly buy the product from the screen. Infomercials are longer than commercials and typically have the feel of a television programme, or a scripted presentation giving information about the benefits of a particular product. One of the benefits of shooting an infomercial is you can do it on a relatively small budget. But you do need to consider your aims and plan your shoot so that you don’t waste time or money on a project that isn’t suitable for your needs.
- Discover Your Audience
No product is going to appeal to everyone. Therefore, you need to tailor your message to the people you are targeting; your audience. Narrow down your audience in terms of gender or age, status, interests, lifestyle, etc. Find out as much as you can about your audience so you can plan a video that directly appeals to them.
- Choose Your Spokesperson with Care
Most infomercials are fronted by a host or spokesperson, and if you get this choice wrong your whole project is doomed from the start. Consider trying to appeal to the 18-25 young male market with a middle-aged man dressed in a suit. Your audience should enjoy listening to what your spokesperson has to say.
- Pick a Great Location
Again, think about your audience. Which setting would they most identify with? Where does your product seem most at home? Obvious choices include a kitchen for kitchen appliances, and a workshop for tools. Less obvious choices may be a bar for a social networking app, or at a marathon event for training shoes.
- Work Out the Problem (And Solve It)
Most effective infomercials present the audience with a problem that the product is designed to solve. Want to lose weight? Try these pills. Living in a messy home? Look at these organisers. Your “problem” images can be graphic and negative, so long as you also show how the product effectively solves the issue.
- Demonstrate the Product
Make sure that you include repeated footage of the product being used, in different ways if appropriate. Make sure you get the right angles and capture the process clearly. If in doubt, consult a professional video production company like www.rawproductions.tv which can advise you on the close-up shots you need to demonstrate the functionality of the product.
- Add Testimonials
Testimonials from real people telling your audience how the product worked for them are very powerful. Make sure your testimonials are genuine and appealing.
- Include a Call to Action
Finally, don’t forget to show how your customers can purchase the product and include a sense of urgency that they shouldn’t wait to buy it. Make sure that the telephone number and the web address are correct, and that you repeatedly show the information so viewers have the chance to register it.
Image: Courtesy of RAW Productions