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What is an
Infomercial: Guide
Get to know the advantages of
infomercials, learn how to create one,
and see the examples

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An infomercial is a long-
form advertisement that
acts as a standalone
program and aims at
teaching how to use a
complex product and
encouraging viewers to
make a purchase. It includes
a call to action, allows
companies to reach more
prospects, tell about the
benefits of their goods, and
convert leads into
customers.

In this video, you’ll get to know how to

create an infomercial.

Contents

1. Why should you use infomercials?

2. Advantages of infomercials

3. Do infomercials work?

4. Infomercial vs. commercial

5. What makes a good infomercial?

6. How to create a successful

infomercial

7. Examples of infomercials

In this article, we’ll review several

reasons why companies use
infomercials, talk about their
advantages, compare infomercials and
commercials, figure out how to create
successful infomercials, and see several
examples.

Why should you use

infomercials?
Although many believe that television is
fading into the background due to the
rapid development of internet
marketing, it’s still an effective and cost-
efficient way to reach your target
audience, obtain conversions, and
convey the value and benefits of your
products and services.

Businesses that know how to create

eye-catching infomercials have an
opportunity to obtain high sales, build
brand identity, and increase brand
engagement. Since a lot of people watch
TV, businesses that consider
infomercials to pitch their goods or
services can generate more leads.
Insurance companies promote their
services, automobile manufacturers
advertise their cars, and jewelry
manufacturers publicize their unique
products with the help of these
television advertisements.

It’s time to review the benefits of

infomercials in more detail.

Advantages of
infomercials
There are various ways in which
infomercials generate success for your
company. Entrepreneurs use this way of
promotion because of the following
advantages:

an increase in sales volume;

a wider audience;

improved brand awareness;

higher revenue;

an opportunity to convince viewers

about the value that displayed
products can bring;

a chance to demonstrate goods

and explain their features and
benefits in detail;

higher brand engagement;

enabling customers to make a

purchase via phone;

endorsement by professionals,
such as doctors or health and
beauty specialists.

Now that you know about the pros, it’s

time to proceed to the next section,
where we’ll find out whether
infomercials work.

Do infomercials work?
The success rates of infomercials are
modest. Goods promoted with the help
of early infomercials earned about a
50% chance of success. However, you
can’t exclude the fact that they are still
better than commercials since they
allow you to demonstrate the product in
action, use real testimonials, make a
special offer, and encourage your
viewers to act fast.

Infomercial vs.
commercial
Infomercials are long-form
advertisements featured live that include
a toll-free telephone number for viewers
to buy products. The main advantage of
these advertisements is the ability to
entice viewers to make immediate direct
purchases. They rely on a clear call to
action after providing detailed
information about products or services.
Professionals demonstrate these
products’ features and show all their
benefits to persuade customers to buy
them as soon as possible.

Unlike infomercials, commercials are a

generic type of endorsement in the
advertising industry that are from ten to
sixty seconds in length. These videos
are pre-recorded and involve an actor
who narrates a monologue or dialogue.
You can see or hear them on television,
radio, and various platforms on the
internet. Let’s take pre-paid ads, for
example. You have definitely seen videos
on YouTube that highlight various
benefits of products and companies.

Now when the difference is clear, let’s

discover what makes a good infomercial.

What makes a good

infomercial?
The main problem with the majority of
TV commercials is that they look too
fake because of scenarios with
unrealistic characters. Here come
infomercials, enabling viewers to explore
all the product’s features and see them
in action. However, creating a good and
intriguing infomercial is not an easy task
since you should use key components.

You need to have a unique product that

will attract customers. Also, be ready to
show your viewers that it can solve their
actual problems. Ideally, you should find
a competing product to compare them.
With its help, you will be able to
demonstrate the advantages of your
good over its alternatives. The last
component is an enthusiastic host. It can
be a professional who will describe your
product in detail and show its value.

In the next section, we’ll review several

steps that will lead to a successful
infomercial created for your business.

How to create
a successful
infomercial

Create a sense of
urgency to make your
viewers purchase

Establish product
credibility

Ask a professional to
become a host

Describe the best

features and benefits
of your goods

Include a call to action

If you want to lure more customers, get

ready to create something unique that
will concentrate all the attention on your
goods or services. Although these
advertisements can easily promote your
products, developing something
thoughtful and engaging takes several
steps.

Create a sense of urgency to

make your viewers purchase.
Remember, you have seconds to
draw customers’ attention before
they switch the channel. To start,
you can offer your viewers
bonuses, gifts, or special prices.
Provide customers with time-
limited offers to encourage them to
make impulse decisions.

Establish product credibility. The

success of each company relies on
credibility. Remember that the
purchasing decisions are
emotionally sparked but are made
rationally. There are many ways to
appeal to viewers, but they don’t
guarantee you an increase in sales.
Therefore, after reaching leads you
need to provide them with actual
value so that they trust in your
goods’ quality and use.

Ask a professional to become a

host. The presenter also plays a
significant role in sales. This
person should combine specific
skills and personal conviction. A
spokesperson should have a good
understanding of the product, be
enthusiastic, and be ready to work
fast and under pressure. Moreover,
the host should trust and believe in
your product to make others feel
the same.

Describe the best features and

benefits of your goods. Direct-
response television opens you a
great chance to communicate your
message to a wide audience.
Outline the problems your product
can solve and describe the
features and benefits that bring
the most value.

Include a call to action. TV

infomercials usually include several
CTAs. Companies mention their
phone numbers to enable viewers
to call and order something
directly. When doing this, you
need to review the product before
urging people to call. It’s done to
evoke the same emotions when
encouraging customers to buy.

Let’s jump into the examples.

Examples of
infomercials
Infomercials can be used for different
purposes and businesses. Further, we’ll
see several infomercials from famous
brands you might know, so let’s dive in.

Total Gym
Total Gym is the name for a line of
bodyweight training equipment. The
company has been developing the
world’s most innovative fitness training
equipment for over 45 years. Chuck
Norris, an American actor, has endorsed
these fitness products for over 30 years.

Dormeo Octasmart
Mattress
Dormeo is a brand of mattresses from
the UK. The company offers a great
variety of mattresses for better sleep,
and one of them is presented in an
infomercial below. From this video,
viewers can learn some information
about the product before buying it.

Gotham Steel
Cookware
This is a non-stick cookware brand. In
this infomercial, the company promotes
one of their products — a frying pan.
The spokesperson shows all the features
and benefits of the product.

Simply put, infomercials enable

businesses to promote and sell their
products and services fast because of
the urgency these programs create. If
you know the benefits and problems
your goods can solve, then infomercials
are the best way to demonstrate them
right.

Resources:
1. This article defines the term and
covers the main characteristics of
infomercials.

2. In this article, readers can find the

reasons to consider using
infomercials for their business.

3. This article explains how to create

a powerful infomercial.

Last Updated: 15.10.2021

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