Thursday, September 27, 2018

5 Marketing Lessons from Infomercials

Cheesy? Maybe. But I bet you can recall your favorite infomercial in a heartbeat. Here's why:

1. Easy, Clear Messaging
Never has someone watched an infomercial and walked away confused about the product, price or value prop. Keep it simple, stupid (KISS).

2. Obvious Upside
Super pumped for that free onion peeler with your food dehydrator? I bet you are. Reinforcers, surprise/delights and added benefits make saying yes that much easier.

3. Clear Understanding
Spokespeople are inventors, users, or (at face value) big believers in these products. It certainly helps to drive results when those curating the messages are passionate, vocal and genuinely understand client pain points.

4. Bold Statements
Infomercials might just be the opposite of a long, monotonous Sponsored InMail. They are memorable, visual and loud. And since we are in the business of getting people’s attention, it’s important to think about how messages are amplified in a way that actually has impact.  

5. Results Driven
You made a product update? Great! How does it actually impact your clients?  It’s easy to become insular and assume that all product changes are exciting but repeatedly speaking to how clients will see results connects the dots.

Kathryn Frankson is a B2B event sales and marketing professional at UBM. A believer that 2018 communication means knowing how to get the markets attention through thumb stopping content, audience development and storytelling, she executes sales and marketing strategies in the catering, special event, cruise shipping and pharmaceutical space.

Connect: LinkedIn

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